Mike Spear, Director of Product Marketing, StayClassy
Twitter Handle: @classy_mike
The old paradigm of reliance on major gifts and offline sources is changing. With the rise of mobile giving, peer-to-peer fundraising, and marketing automation, the future of nonprofit funding is online. Learn top strategies nonprofits are using to engage supporters, create movements, and build foundations for sustainable growth.
6. The Old Nonprofit Model
• 5% online.
• Heavily reliant on major donors.
• Recurring annual gifts.
• Paranoia about operational overhead.
• Disconnect between
• Fundraising
• Marketing (interruptive)
• Product / Services.
• Feast or famine revenues
7. The New Nonprofit Model
• 75% online & mobile.
• Lots & lots of smaller donors.
• Monthly recurring online donations.
• Invests in operations more like a business.
• Alignment across
• Fundraising
• Marketing (permission-based)
• Products / Services
• Sustainable revenue growth!
8. Meet the New Class
We are at the very beginning of a
sector-wide transformation. A new crop
of leading nonprofits is spearheading a
move towards an integrated
fundraising model that is based almost
entirely online.
9. … and the Innovative Establishment
Even the older, more established orgs
are starting to get into the mix.
10. So, what does the future look like?
• Online
• Transparency
• Alignment
• Many small donations
• Recurring donations
• Year-round P2P fundraising
• Self-directed activism
• Supporter empowerment
• Focus on community
11. P2P Fundraising
• Supporter creates page
• Shares with friends and family
• Raises money
12. P2P Fundraising
• $568 raised per page
• 8 donors/page (4 new)
• ~75 average gift
• Act of fundraising
boosts commitment
14. The Old Nonprofit Model
• Multiple events
• Big asks
• Donor fatigue
• No continuity
• 40% raised during
holidays
• Up to 70% donor attrition
Event1
Event3 Event2
15. The New Nonprofit Model
• Campaign with continuity
• Targeted asks
• Foundational peer to peer
• Recurring donations
program (70% retention)
• Community building
16. The New Nonprofit Model
• New donors = New Leads
• Thank
• Educate
• Empower
• Make them part of your
community
• Increase value over time
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts
17. The New Nonprofit Model
Supporter
Donor
Recurring Donor
Fundraiser
Lifelong
Fundraising
& Major
Gifts
• New donors = New Leads
• Thank
• Educate
• Empower
• Make them part of your
community
• Increase value over time
31. Marketing Synergies
• Tell great stories
• Recognize community members
• Be transparent and authentic
• Educate about the cause
• Make it easy and fun
• Set goals
• Use strong CTAs
• Empower your community members and lead
them
32. Key components:
• Great website that looks good on mobile
• Brand consistency
• Dedicated recurring donations program
• Rolling P2P
• Blog
• Social
• Email