In 2019, advancement teams will see the full effects of the 2017 federal tax-law changes and recent stock-market jitters on donor behavior, Heather Josyln writes for the Chronicle of Philanthropy.
In a recent article, Joslyn rounds up several fundraising trends to watch this year.
1: Donor Advised Funds (DAFs) will grow
DAFs allow donors to set aside money for philanthropy, get a tax deduction, and then decide later which charities get grants from the account, writes Joslyn. More donors will likely pour money into their DAFs and open new ones, she predicts.
The rise of DAFs will likely alter the timing of charitable giving as donors bundle their gifts to maximize the tax benefits, write practice managers Liz Rothenberg and Jeff Martin for EAB‘s Advancement blog. Advancement leaders will need to find ways to entice donors to give consistently. Gift match challenges and society membership incentives have the potential to create urgency among donors who would otherwise delay their giving, they add.
2: Facebook changes will keep advancement leaders on their toes
Facebook’s fundraising tools have emerged as a way for people to raise money for their favorite causes. But as the social-media platform tweaks its algorithms to address user concerns, advancement leaders will need to stay alert to make sure their messages show up in supporters’ news feeds, writes Joslyn.
3: Organizations use livestreaming to win over young donors
Celebrities and YouTube stars are already raising money for causes through livestreaming, writes Joslyn. Charities are investing in livestream to attract young donors who are interested in online events, she adds.
4: Colleges and universities race to raise billions
Last year, Harvard University raised $9.6 billion in a campaign, the largest fundraising result ever by a nonprofit, writes Joslyn. The University of Michigan raised $5 billion during a fundraising drive, the biggest campaign total ever for a public university, she adds. Other universities, including Columbia University and Massachusetts Institute of Technology, are also aiming for ambitious goals this year.
5: Digital assistants offer new ways to give
Alexa, the digital assistant produced by Amazon, has been able to make users’ charitable donations since last April. About 120 nonprofits raise money on Alexa so far, but digital assistants will probably continue to facilitate giving across the new year, predicts Joslyn.
6: Nonprofits collaborate to spur giving
On Giving Tuesday, many like-minded nonprofits worked together to raise funds, writes Joslyn. As organizations battle over the same crop of donors, they’ll collaborate to win donations, she predicts.
7: Organizations build donor loyalty
Advancement leaders know it’s easier and more lucrative to keep a donor than to find a new one, writes Josyln. In 2019, organizations will focus on building donor loyalty by thanking their donors and personalizing fundraising communication, she predicts (Joslyn, Chronicle of Philanthropy, 1/2).