2023 Trends in Fundraising, Ep #66

Episode 66

With Benjamin Johnson and Becca Gust

What are your favorite fundraising trends for 2023? On this episode, Ben and Becca dive into all things trends for the ten months ahead. They discuss person-centered fundraising, using TikTok for donor acquisition, making giving easy, the future of phones in fundraising, and everything in between. You don’t want to miss it!

You will want to hear this episode if you are interested in...

  • Catching up with Becca and Ben’s Nonprofit Innovation Circle recap [0:09]

  • Person-centered fundraising and breaking down the ideal donor [6:12]

  • Using personalization to build deeper donor connections [14:17]

  • The future of phones and SMS in fundraising [17:52]

  • Changing payment methods and the need for a timed opt-out [27:30]

  • Why charities need TikTok [32:36]

  • Trust-based philanthropy, an unlikely recession, the potential peak of podcasting, and other lightning-round trends [41:14]

The language of generosity

The fundraising world has learned quite a bit from good marketing copy. Specifically, acknowledging the role of the giver in the fundraising relationship. And while that is a massive improvement over making organizational needs the center of attention, donor-centric language becomes problematic. While any size gift is of course necessary and appreciated, a $5 donation did not cure the beneficiary’s addiction. So why does the language make it feel that way? Thus, the trend of person-centered fundraising was born and continues to grow in 2023. Person-centered language in fundraising puts the spotlight on the beneficiary. It paints the picture of core donor values and connects them to those impacted by the cause. As Ben said, if you want people to care for another human being, they need to see them as being like them in some way.

Revolutionizing stewardship

Are phones going to be a big fundraising trend in 2023? Ben and Becca seem to think so. Although, they have differing opinions on how that will look. Ben believes phone calls are going to find new life this year as a means of stewardship. Imagine getting a phone call shortly after making your gift to thank you and ask what inspired you to give. Who does that? Not only will you help donors feel seen, but learning more about them will help you communicate with them in the future. Becca, on the other hand, believes SMS is the trend to help revolutionize stewardship this year. Charities have the unique opportunity to connect with donors via texting after they’ve given a gift. Thanking donors is a big part of that, but it’s also an opportunity to educate donors about the cause and help them become more invested.

TikTok as a fundraising tool

One trend Ben believes fundraisers shouldn't ignore is TikTok. Small businesses have seen a boom while using the platform to promote what they do, so why not charities? TikTok has the opportunity to become a modern-day Gala where live fundraising events can be held on an easily accessible platform. It can also bring a tremendous amount of awareness and education. A big part of acquisition, especially if it's digital, is providing value to the donor. In order to do that, you need to put the cause before the charity. TikTok allows organizations to put the cause on display so that the emotional benefit of a donor’s generosity is apparent. Also, the shorter format helps potential donors understand the problem and be a part of the solution in 3 minutes or less. If executed well, TikTok has the potential to be a powerful tool for generosity. Listen to this episode for more insight on fundraising trends in 2023!

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