Nine out of ten of donors plan to keep giving. Whether it’s being remembered through building stronger relationships and opportunities to take part in campaigns, or analysing consumer giving platforms by demographic response, the 5 key points below will help drive fundraising ideas and income even further for your brand.
Through economic shifts, demographic interests and digital platform expansion, giving has indeed leveled up.
1. Generation Generous
Throughout the pandemic, under 40s have been a key driver of donations. 81% have given in the last three months, and nearly half of Gen Z have given to three or more charities. For this reason, charities need to ensure their campaigns appeal to this audience.
Innovative charities will leverage new social platforms such as TikTok, which is firmly establishing itself as one of the big players in the social media space. New apps are also starting to scale up, and we foresee the philanthropic sector making use of subscription social platforms such as the invitation-only, drop-in audio chat app Clubhouse.
Source: The Third Sector
2. Consumer giving platforms
The continued growth of online giving over the past few months has seen some fluctuation between donations completed directly through charities’ own websites, and those through consumer giving platforms. There has been a drop of 5% for donations directly to charities, and a corresponding increase of 5% for those done through consumer giving platforms.
Everything is designed to make the user’s life easier to donate. Consumer giving platforms have become an integrated source of engagement with the public for charitable giving.
With barely 2% of charity retail happening online, and the majority of conversation happening through large commercial channels like eBay, investing in such partnerships with attention to brand management is a safe move towards success for the business.
Source: The Third Sector
3. Give and forget
Research shows a percentage drop in the public’s ability to recall a charity’s name was driven by an increase in donations through consumer giving platforms.
On the other side of the coin, it is fundamental for charity brands to take the donations directly through their website to help increase campaign reach, trust and brand awareness.
At ARM we overachieve reach, fund raising and customer retention targets. We aim to cut on “taxes” set through search engines like Amazon and Google. To help achieve an immediate ROI, we specialise in areas which range from being the architects of clear strategies to improve awareness, to areas which involve rolling out innovative fundraising ideas and campaigns.
Source: Campaign Monitor
4. Flexible fundraising ideas
With fewer employees partaking in office activities, workplace funding and the way of coordinating campaigns and appeals that run or launch on a particular day is shifting towards flexible fundraising.
Charities that create campaigns to accommodate for virtual and physical options will be on stage to offer ‘flexible fundraising’, building a foundation to be better placed when looking to run inclusive activities to acquire donations.
5. Business as usual
There is no silver campaign bullet, but some ideas lend themselves much more easily to flexible fundraising.
Charities are strongly advised to be creative with activities through bake sales, pub sports or volunteering, on how they build virtual opportunities for participation.
Fundraising microsites strategically help increase the organisation’s donations and build brand awareness.