Nonprofit Trends for 2022
What time is it?
Dare we think that things are returning to normal?
It was a hopeful thought for Michael, CEO of a midsize nonprofit with a mission to provide community development throughout Asia.
He could see reasons for hope as lockdowns globally had dramatically decreased. Families were gathering again for reunions, vacations, and holidays. Schoolchildren joined friends in person in the classroom and on the playground. And travel was on the rise.
It’s a time of hope. To dream again. It’s that time.
And for nonprofits like Michael’s, and yours, it is time to make plans for the coming year.
He tasked his leadership team with an assignment:
· Research and discover one trend that is rising in the world of nonprofits.
· Suggest ways how we can utilize that trend to reach our organizational goals in 2022.
They came to the conference table, not looking defeated as had been the case in the past two years, but with dreams to share.
“So,” Michael began, “We’ve seen in the last few months that nonprofit giving is increasing in many sectors. We’ve recently gained some new donors. I read, ‘Charitable giving is expected to increase 4.1% this year and 5.7% in 2022.’ ( https://www.thenonprofittimes.com/fundraising/researchers-project-fundraising-gains-for-2021-2022/ ) What do we do to keep this trend going? What did you find? Who wants to start?”
Diane, the Advancement Director shifted in her chair and leaned forward. “I’m happy to report that in-person events are coming back. I’m thrilled that we can have our Gala again next fall. But COVID-19 has shown us that virtual events, although not ideal, can still be successful. The bottom line is, hybrid events are here to stay. https://charitydigital.org.uk/topics/topics/top-fundraising-trends-for-2022-9180
Stan, the Social Media Director, chimed in. “I think we all know that social media is essential. It’s going to stay that way. What we need to do in the coming year is to analyze what we are doing now. New platforms are evolving all the time, but we don’t need to be on all of them. We need to refine what we’re doing on the established platforms and then discover what new platforms would best suit us.
“Thank you, Diane and Stan.” Michael stood to write on the whiteboard. “So far we’ve mentioned these trends:
1. Hybrid events are here to stay.
2. Social media is essential.
Michael glanced over to Lucy, the Communications Director. “What’s at the top of your list?”
Lucy smiled and said, “Please add to that list –
3. Email marketing will continue to dominate. People are still opening email. In fact, email marketing counts for over one-third of online fundraising revenue. That’s such good news for us since our team does a great job crafting creative emails with clever subject lines. Email gives us the ability to personalize each piece and give immediate ways for people to give with donate buttons and links. We need to continue to utilize the power of video. Adding short clips almost always increases our open rates.”
Nathan, the IT expert added, “A trend we need to be aware of is using new technology. It’s always changing and we need to be aware of what works, what it costs as well as what doesn’t work anymore and what we can save if we delete those and try something new.”
Michael wrote on the board: 4. Utilize new technology. “Thanks, Nathan. That is a complex topic and requires a different conversation. But one we need to address that issue.”
Nathan continued. “But we also need to be aware of old technology that continues to advance.” He held up his mobile phone. “Of course, we know that people use these to check social media, do web searches, make purchases and send donations. This online, mobile-friendly, donation process will continue to rise. We just need to keep up. Smartphone usages will enhance all of our areas. People can click buttons to attend events, stream a live video, and of course, send a donation.”
“You’re right, Nathan,” Michael added to the fourth trend: Utilize new technology and upgrade existing successful ones.
Jordan, the Operations Director added to the discussion, “I discovered the trend that donors want more transparency in how we report. Although I think our reporting has been good, we can think about how next year we can revitalize our annual report and also create a social impact report.” https://www.galaxydigital.com/blog/nonprofit-trends-2021/
“Thanks, Jordan.” Michel wrote on the board: 5. Transparency in reporting is required.
Michael continued the discussion and added to the list: 6. Board restructuring is needed. “One trend that is emerging is giving Boards a makeover. We want our Board to be an active, working board that furthers our mission.
https://www.missionbox.com/article/4971/10-charity-trends-shaping-2021and-2022
“Something that isn’t a trend, is staying mission-focused. That needs to be foundational. It would be easy to drift away from why we are doing what we are created to do. We need to be the organization that remains steady as things continue to change. While we need to adapt to trends, we do that so we can improve what we already do. There will always be pockets of deep need in communities where we work throughout Asia. That isn’t going to change. Let’s keep the people affected by poverty, disease, and lack of clean water in mind as we continue to do what we do. Let’s keep their faces and their stories at the forefront of all we do.”
“I’m encouraged by our discussion today that will help us advance our purpose. Let’s summarize the trends we see emerging that impact our organization:
1. Hybrid events are here to stay.
2. Social media is essential.
3. Email marketing will continue to dominate.
4. Utilize new technology and upgrade existing successful ones.
5. Transparency in reporting is required.
6. Board restructure is needed.
Nathan interrupted. “I need to add one more, please. Gamification in nonprofit fundraising is definitely a trend that is on the rise. It appeals to a generation that loves gaming and wants to use it purposefully to help people.”
Michael paused before writing on the board. “You’re right, Nathan. We do need to add that.”
7. Increase use of gamification.
“In fact, Nathan, would you prepare more information about that for us? Some of us need to be updated on how this trend can help us with raising funds and awareness next year.”
“Sure. Love to,” Nathan agreed and typed some notes on his laptop.
Michael looked around the table and concluded, “Let’s keep this conversation going. Whenever you discover another trend, forward the information to all of us. Let’s meet again in a few weeks and make some detailed plans for 2022. It’s that time.”