The number of nonprofit donors has dropped more than 20% over the last decade. If current trends continue, these numbers will be further cut in half over the next decade. This scenario would mean either a gilded philanthropy by, for, and of the wealthy donors or widespread collapse of large numbers of nonprofits.
This is not inevitable. We fundraisers can make the difference. But only if we change our thinking.
Today’s direct response fundraising works like this: the nonprofit direct marketer selects the story she thinks will have the most impact, then pushes it out to a large group of donors and potential donors. For potential donors, she will likely rent or exchange lists of donors to other organizations, knowing they are most likely to donate. Her goal: to raise unrestricted funds to cover all activities of the organization.
The New Nonprofit questions every assumption in the preceding paragraph. We can:
- Send these communications to only those who desire a specific channel and in the frequency they want within that channel, instead of pushing most messages to an undifferentiated mass audience.
- Communicate differently based on the recipient, instead of a mass appeal based on what story the direct marketer thinks will have the most impact.
- Get those who care for our causes to donate, instead of getting those who donate to care for your cause through list rentals and exchanges.
- Frame giving in ways that allows for donor preferences, instead of all appeals covering all activities of the organization.
- Empower messages that come from supporters, instead of the direct marketer or even the organization.
- Share and associate among several nonprofits, instead of focusing on just one organization.
In its pages, you’ll see case studies from every nonprofit sector, academia, and the for-profit world that point to a brighter future. See:
- How organizations are increasing their donors’ satisfaction and commitment to their organizations by building their communications on a foundation of enthusiastic consent
- Why donor psychology and neurology dictate a strategy of focusing on donors’ ingrained identities to make yourself not just loved, but preferred.
- How thinking like a media organization can bring new donors into your organization and keep the old ones by giving them value.
- Where direct donation competitors like Kiva and DonorsChoose.org succeed and how nonprofits can compete by adopting some donor preference principles.
- How the line between staff and volunteer is blurring and how organizations are taking advantage by empowering their supporters.
- How organizations can look outside their walls to increase their mission reach and open new revenue streams.
Most of all, you’ll hear a call for the urgent need to revitalize nonprofits to save the vital work we do in the world. Order today.
The New Nonprofit 