Your Story

The Non-Profit Perspective

Essential Donor Data – What to Expect in the Coming Year
 
At the end of 2018, we need to look back at the things that worked and were successful during the year in the non-profit sector. Done properly, this should give us a much clearer picture of where to concentrate our resources in 2019.
In a previous article, Your Story suggested that 45% of donors would be using online methods to donate money. Turns out, internationally in 2018, 54% of donors used either credit or debit cards to give money to charities online. 9% of donations came via PayPal, and 4% came via mobile apps or wallets. Text messaging was the least successful method of donating, only 1% of donations being activated using this technology.
The style of donations has changed... Let's adapt to the times
Inspiring New Donors
 
In terms of inspiring donors, the most effective method used in 2018 was social media. 29% of donors worldwide were stirred by social media – Facebook, Instagram and Twitter leading the way. 27% of donors were moved to donate by email, and 18% by the organisations’ website. In total, digital communication motivated 74% of all donations. Technological experts tell us that Facebook is set to dominate even more with their new suite of fundraising tools, and a forum predicted to make an entrance in this field is Whatsapp, an app that is owned by Facebook and set to become an ever more powerful messaging forum.
Traditional TV and radio only inspire 9% of donors to give, but this market may increase during the year if the latest entrants, Netflix, Showmax and Pandora tailored their advertising to cater to the non-profit sector.
 
Giving Days and Crowdfunding

Traditional “Giving” days that civil society has been cultivating, such as GivingTuesday have not yet seen the success we hoped for. It is therefore essential that all non-profits collaborate to spread these events in order for them to become an effective tool in the industry. Nearly half of all donors had never even heard of these global events.
Crowdfunding campaigns are growing in popularity worldwide, and 41% of charitable donors also donate to online crowdfunding campaigns. A small concern is that 16% of these donors say that they give less money to organizations due to their crowdfunding. In Africa particularly, newly launched crowdfunding services that enable individuals to create online fundraising campaigns are pioneering online giving. As a result, at 50%, African donors have the highest rate of donating to personal crowdfunding campaigns in the world.
New and Emerging Ideas

A third of worldwide donations were tribute gifts. The top three occasions are memorials (43%), birthdays (25%), and religious holidays (10%). Surprisingly, very few non-profit organizations actively promote tribute giving. Religious donors are more likely to give to provide basic needs and support the causes of children and youth, health and wellness, and hunger and homelessness. Non-religious donors are more likely to give to the causes of animals and wildlife, human and civil rights, and international development and relief.
Nearly 31% of donors around the world are prepared to give to organizations outside of their country of residence. Online giving technology, united by a 24/7 global news cycle and ever more affordable international travel, has led to this increase in international donations.

The greatest concern regarding giving donations, involved the retention of privacy rights. Most individuals, (80%) do not want organizations to share their contact information with other organizations and 92% want organizations to make a concerted effort to protect their contact and financial information from data breaches. Non-profits will need to brush up on their social media ethics as a matter of urgency.
 
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Social Media Marketing Tools for 2019

This next year is going to move even faster than the last one and with it so too the trends and potential online. We are all going to have to start incorporating tools of the present to help us in dealing with the speed of things. Here are a few simple tools to help handle the tumult of social media this year.

Hootsuite

First up is any content curation tool that can effectively allow you to schedule posts for your social media accounts. The ability to organise your social posts for the week, ahead of time, allows you to free up substantial time during the week, to provide a more delicate touch to your social media presence. Hootsuite is a reliable and popular content curation tool, providing an effective platform to do just this. It also allows for social listening, which essentially provides access to a wealth of content tailored to the user. One last thing; Hootsuite offers a free account service that links up to three social media accounts, allowing for anyone to have access to basic content curation. This sort of tool definitely provides a leg up for social media efforts in 2019!

Feedly and many others…

On the side of discovering online content to share there are many different tools available. From paid services that offer a more extensive and comprehensive service to those that provide a more basic approach for free. Feedly is a cool, free option that pools together various newsfeeds and allows users to find a range of content options from multiple places.
One of the biggest parts of operating an effective social media account is providing your followers with a wealth of information, tailored to your field. With tools that collect a range of articles, videos and pictures you can supplement any online activity you might have and provide a more complete experience for your followers online.

Facebook Insights and other Performance tracking tools

In order to grow and develop our presence online we need to track our progress. This helps identify what is working and what’s not. It also helps to build an identity for your followers and better cater to their requirements as a result. Facebook Insights is one we are probably all aware of by now but there are other tools that help track performance for each social media platform. The value of these types of tools is clear, we must now just integrate them effectively into our social media strategies.
 
Social media going forward…

There are always going to be new and exciting things happening in the fast-paced world of social media marketing and it’s not always going to be easy keeping up with it, even with the help of some of these great tools. This is why we at Sustainable Strategy Implementation NPC would like to add our social media services to this list of useful tools in 2019. We are here to help with all of your social media needs, and provide an ongoing support system that allows you to better focus on your cause and with the knowledge that social media is backing you!
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Mindset and Mental Approach to 2019

As much as we all want the latest and greatest tools and services to help us along the way, there is another important area we must look to grow in 2019. This is, of course, our mindsets, and the way in which we approach the future. Are we looking back toward 2018 with regrets and worries or do we rather try and look back with understanding and a willingness to grow and learn? Are we approaching the new year with trepidation and stress, plagued by ‘what if’ and ‘if only’, or do we rather try and look toward the hopeful and the opportunistic? There are a lot of things to worry and stress about, real things that we must be careful and vigilant for, but there are also a lot of imagined and created worries that we often let burden us and way us down.

Like Elon Musk recently said on Twitter, ‘Anxiety is a scalar, Fear is a vector.’ Let us consistently practice our minds to be focussed toward those problems that we can solve, to those that we have control over and true desire to change. These are the problems we are trying to solve in 2019, the ones that create powerful and lasting impact for everyone involved. From there, the other stresses, the scalars, will fade away…
 
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Selected Given Gain Cause
Sometimes the only way to survive is to appeal to people for help.

RIME FC are a thoroughly deserving cause – a soccer team in Gugulethu that is providing kids with an escape from drugs and gangs. Even the smallest donation will help! 


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