Updated: Jun 1
A glimpse into the modern giving world and why nonprofits need to adapt.
When one thinks of the word “modern” oftentimes it is associated with technology, change, something completely new and maybe even something complex that innovates processes for the better. However, modern doesn’t always have to mean complex, for a nonprofit organization seeking to secure longevity going forward - adopting the modern world of giving can mean simple changes that attract a younger generation of donors.
One of the core elements of the modern world of giving is trust, which presents an opportunity for nonprofit organizations to adopt technology that enhances public trust. The report 11 Trends in Philanthropy for 2021 finds that people grant trust based on “competence (delivering on promises) and ethical behavior (doing the right thing and working to improve society).” This emphasizes the reality that nonprofits must be cognizant of both working to improve society, such as by adopting innovative ways for donors to give back and support their society, and displaying how you produce tangible results and impact to reflect competence.
We’ve noticed that another key player in the modern world of giving is the expectation around efficiency and usefulness. The younger generation often adopts a waste-free lifestyle, expecting the same efforts from businesses and nonprofit organizations alike. This means that nonprofits that seem to be inefficient to the eyes of a younger generation, will fail to impress them as it would indicate they are not using their fund's efficiency (ie. the very donations a donor would give). Thus, it is more important than ever to practice transparency in your efforts alongside optimizing processes to save time and resources.
Adding on, there is no question that a modern world of giving is one that is powered by online giving. For instance, an employee survey conducted at EliteSEM showed that an agreement within 60 Millennials showed they are looking for “easy ways to donate online or in-app.” This reality can be further highlighted by the fact that 55% of consumers said that “they want to use credit and debit cards online for charitable donations.” Evidently, nonprofits are forced to adapt to this reality by implementing more digital growth channels which align with the future and current generations of donors alike.
When it comes to nonprofits and the importance of adapting, the reasoning comes down to three essential points. First, as nonprofit organizations seek to spread positive impact for years to come - they need to begin to engage a new generation of donors (mainly Gen Z and Millenials, who are becoming increasingly involved in charitable giving) to sustain their impact. Second, as the world shifts increasingly remote an organization has a unique opportunity to not be confined by their geographical location. For nonprofits, this means being able to get donations and deliver impact outside their physical borders through building an online giving experience. For example, 48% of younger donors are more open to giving beyond their local environment. Finally, a nonprofit organization should prioritize thinking about innovation at the forefront of their operations, as being stagnant can cause one to fall behind changes in their environment - from remote giving to what a younger generation of donors wants.
Now that we know a little more of what nonprofit organizations can expect from the modern giving world, here are 5 tangible ways your organization can begin to implement change. However, prior to beginning on this journey one of the most important things an organization must do is embrace an innovative mindset that focuses on how things can be improved rather than being stuck in how it was. Thinking outside the box one step at a time.
What are 5 ways nonprofits can future-forward implement change?
Practice transparent donor relations rooted in impact: Donors today value organizations that show the tangible impact that one's donation can have. This can be achieved through communicating with donors post-donation to build a meaningful relationship, such as by showing them how their donation impacted a family in need.
Optimize your back-end processes for longevity: Constantly look for ways your organization can save time and resources so that you can make the most of your budget. For instance, implementing organizational tools that make it easy to list needs and manage donations, saving your organizations resources.
Deliver impact without boundaries - don’t be confined by your location: As an organization works towards adapting after COVID-19, they must meet the expectation of accessibility for all - one that can be achieved with remote giving. This means thinking outside your local reach to facilitate a giving experience that engages donors without any boundaries. For instance allowing donors to support you from any part of North America.
Engage donors to feel impact with innovative giving opportunities: Empowering a donor more than one way to give back to your organization (ie. through a product, service, or even cash) promotes a healthy choice and builds a connection with their donation given they take the decision. This requires integrating unique ways for your donors to support you and acts as a first step to build a long-lasting relationship with them.
Diversify your online reach to build credibility and awareness: Being more active on different online channels allows your organization to be easily discovered by potential donors, as well as brings awareness to the impact you are trying to make. This can tie-back to building credibility by sharing impact statistics on online channels such as TikTok and Instagram which align with the taste of younger audiences.
Geenees is the perfect first step!
Don’t know how to take the first step? Well we got you covered! Geenees strives every day to offer a platform that further strengthens your organization and empowers you to continue to deliver positive impact for those you need it most. Here are some of the ways Geenees can help your organization implement change.
100% of all donations on Geenees go towards the family or organization in need - boosting more transparency surrounding your donors impact.
Nonprofits on Geenees get exclusive access to our Nonprofit Dashboard which allows you to manage and track donations in real time, categorize your wishes alongside initiate the tax receipt process.
Using Geenees, build a post-donation flow that invests in meaningful relationships. For instance, send your donor a personalized thank you note or picture through the mobile app which truly displays the tangible impact of their involvement.
Through Geenees, donors can donate from any part of North America - and can give everything from cash, products, services, e-gift cards for groceries to second-hand items. Empowering them to give as they please, without compromising on impact.
Getting listed on Geenees allows your organization to improve both the search engine optimization (SEO) and credibility of your nonprofit organization, boosting online visibility.
Finally, as an organization yourself, we continue to practice innovation within - which means always working to improve our processes to continuously align with the future demands. Join us in being an innovation leader, together.
Learn more by attending one of our info-sessions or get listed on Geenees today! Join early to become a future forward organization that differentiates you from the crowd and empowers you to invest in long-term donor relations which leverage early donor interest.