By Steve Johnson
- Digital and Mail Continue to Co-Exist
- Storytelling and Authentic Narratives Rule
- Community Engagement Gains Momentum
- AI and Automation Ramp Up
- Hybrid Events Stick Around
Digital and Mail Continue to Co-Exist
Development, foundation, and marcom offices pivoting from mail to digital need to think hard about brand awareness and the long multi-media game. Using just one without the other makes prospective donors less informed and leaves potential revenue on the table.
For a recent and familiar example, while we don’t necessarily like the political postcards that have filled our mailboxes at home during this election cycle, there’s a reason for them. Mail is tangible. We pretty much must see it when we go through our mail pile daily or weekly. Yes, much of it lands right in the recycling bin. But, on the way, it provides another gross impression and a unique brand touchpoint, either reinforcing an opinion we already have about a candidate or showing a side of them perhaps previously not considered.
Likewise, we encourage our nonprofit and for-profit clients alike to consider mailboxes as well as screens. Both are vital venues when planning fundraising or other marketing communications.
What is the correct percentage to allocate to traditional vs. digital tactics? That is the $64,000 question and one for you and your agency to consider and weigh out on an annual basis if not more often. Embracing multi-channel strategies, including social media, email marketing, and online events, will be more important than ever in 2025. Virtual fundraising events, such as live-streamed galas or online auctions, offer innovative ways to connect with supporters and raise funds across a broader swath of potential constituents and donors.
Storytelling and Authentic Narratives Rule
Compelling storytelling will remain a cornerstone of nonprofit communications. In 2025, fundraisers will sharpen their focus on sharing authentic narratives (e.g., testimonials) that highlight the real-world impact of their organization’s work. Donors want, and in some cases demand, to see the tangible outcomes of their contributions. Sharing true life stories from beneficiaries, and even other donors, can significantly strengthen emotional connections, brand loyalty, and propensity to give.
Community Engagement Gains Momentum
Fundraising communications plans that include community engagement will gain momentum as nonprofits seek to build stronger local ties. Collaborative, community-based “friend raising” initiatives and volunteer opportunities not only strengthen relationships but also enhance visibility. This trend underscores the importance of grassroots efforts in driving both donor retention and acquisition.
AI and Automation Ramp Up
Artificial intelligence (AI) will play a transformative role in nonprofit fundraising. From chatbots that enhance donor engagement to predictive analytics that help identify potential major donors, AI tools can streamline operations and improve efficiency. Automation of routine tasks will free up staff to focus on relationship building, major-gift cultivation, and strategic planning.
Hybrid Events Stick Around
The pandemic gave “hybrid” a whole new meaning, and the future will surely see a blend of in-person and virtual fundraising events. Hybrid models will offer flexibility and inclusivity, catering to diverse donor preferences based on demographics and psychographics. By combining the benefits of face-to-face interactions with the convenience of online participation, we see our clients optimizing their fundraising potential.
Johnson is a managing partner with Riger Marketing Communications, based in Binghamton. He can be reached at sdjohnson@riger.com.