Convio has just announced its key predictions and expected trends that will have the biggest impact on the nonprofit sector in 2012. Check out their findings below:
(1) Online and New Media Channels Will Continue To Extend Their Influence
- Based on Convio’s 2010 holiday giving survey, online fundraising was up 40 percent from 2009. Online will continue as the fastest growing giving channel.
- Online’s influence outside of transactions is growing as older donors engage in web-based communications and advocacy.
- Acceleration in new media channels and devices (social and mobile) will have significant increase in material importance for nonprofits. For example, recently a Convio client found that 15 percent of direct respondents to a specific TV campaign accessed the nonprofit’s website via a mobile device.
(2) Peer-to-Peer Engagement Will Play An Expanded Role
- Direct communications by nonprofit organizations will have less impact on the giving decisions of donors than in years past.
- Donors will increasingly rely on referrals and guidance from friends, family and co-workers to make decisions, particularly the younger generations.
- Nonprofits will want to tap their most vocal and loyal supporters to be active promoters.
(3) Donor Fatigue Will Be More Pronounced
- Information overload will continue as individuals receive mail, email and other communications from marketers with increasing intensity, making it challenging for nonprofits to have their messages heard.
- Text messages, RSS feeds, tweets and Facebook posts only compound the problem.
- Tailored communications that resonate with donors will be critical.
(4) Supporters Want To Control Their Experience
- Nonprofit supporters want to be able to define and customize how they are communicated to (e.g. go paperless, set frequency of emails and filter for content).
- The burden of expectation for nonprofits is being set by the for-profit sector.
(5) Integrated Marketing Will Rise To New Heights
- Multi-channel marketing will have an increasingly significant role in driving integrated marketing tactics as nonprofits rely more on various channels to deliver their communications.
- Strategic communication efforts that are consciously coordinated, orchestrated, and targeted – based on particular audience segments and their individual preferences – will become more prevalent.
Source: Convio Press Release