Exciting Time To Be A Fundraiser
I had already posted yesterday’s piece on the importance of thinking bigger and better when I received Marc Chardon’s view of the “Key Non Profit Sector Trends in 2013.”
Marc is the CEO of Blackbaud. His views are important. Partly because he sets the future strategy for a company that provides fundraising tools and data for nearly 30,000 nonprofits, but also because he’s a calm, thoughtful guy who participates in and supports some important thought leadership in our sector. (See especially the summary of Growing Philanthropy – an incisive view to the future that you can download here.
If you’ll take 4 minutes and 13 seconds and watch this video you’ll get a firsthand summary from Marc on how he and Blackbaud view the year ahead.
The highlights are summarized below.
I’m particularly struck by Marc’s insight into some of the cultural shifts that will contribute to what he calls a “revaluing process” for the nonprofit sector.
The nonprofit sector will go through a revaluing process
“There are cultural shifts occurring in how nonprofits are being viewed, which will ultimately benefit the sector. The debate about the charitable deduction puts the value of the sector’s contribution squarely in the public consciousness. A growing number of people are seeking careers with meaning as Baby Boomers start second careers in the nonprofit sector, and Millennials seek degrees in nonprofit management. ‘Nonprofit’ is increasingly being viewed as just a tax status, not a business model. There is a merging of nonprofit and for-profit business practices—bringing together sustainability and effectiveness in operations along with mission-driven passion.”
As for giving in the year ahead here’s Marc’s take on that:
Increase in charitable giving will not be dramatic
“Charitable giving in 2012 was relatively flat, according to The Blackbaud Index and given the slow economic recovery, is not likely to dramatically increase in 2013. For the past 40 years, fundraising in the United States has remained fairly static at around 2 percent of GDP; and that’s not expected to change over the next few years. There will be a ‘flight to quality’ with donors choosing to support fewer organizations in 2013. To be successful, nonprofits must increase their focus on donor retention while also investing in cost-effective donor acquisition.”
(Emphasis added by The Agitator)
Technology will play a major role for both nonprofits and their supporters
“Mobile, cloud computing, Big Data and CRM will steal the spotlight in 2013 from a technology perspective and provide nonprofits a full 360-degree view of supporters. This will be the year nonprofits go from testing the mobile experience to delivering the mobile experience, as most nonprofits plan to double their use of mobile technologies in 2013 according to Blackbaud’s recent State of the Nonprofit Industry report.
“Today’s mobile and ‘in the cloud’ experiences are driving a transformational change in what people expect from organizations in terms of response and interaction. Delivering a tailored experience to each supporter—enabled by these technologies and Big Data—will be essential for success.”
(Emphasis added by The Agitator)
There’s also some terrific advice for the future: Follow the money.
The world is shrinking and philanthropic borders are broadening
“Disasters across the globe are no longer viewed simply as an event that occurred ‘over there’. Supporters and donors are starting to react in a very similar fashion regardless of the location of the disaster. There is a shift in wealth taking place in the world toward developing nations and the BRIC (Brazil, Russia, India and China) countries, and that means nonprofits need to rethink how they raise money and “go where the donors are.” Competition for resources will increase as the world flattens.
(Emphasis added by The Agitator)
“In many ways, this is an exciting time to be a nonprofit professional,” says Marc. “With the evolution of mobile, social and cloud-based technologies, organizations can interact in very meaningful ways with both supporters and beneficiaries around the world. And the increased efficiency will ensure greater delivery of missions in real time.”
Marc, we’re giving you and Blackbaud the first Agitator Raise of the New Year.
Roger
P.S. What are your thoughts on Marc’s predictions for 2013? And, anyone care to add their own?
I can’t disagree with these predictions in terms of where the nonprofit sector SHOULD be heading. As a consultant (with 30+ years in the trenches) I do, however, worry about how long it’s going to take us to actually arrive in the 21st century. The nonprofit model is notoriously slow to adapt to change. We’re run by boards of directors, and this is not their day job. They meet, and meet, and meet again — often discussing the same thing over and over. And nonprofits tend to be exceptionally risk averse.
Yet we’ve got to take risks. To be sustainable in a global, digital economy requires more than status quo. It requires adapting. It requires growth. And growth requires taking risks. Nonprofits are still stuck considering the cost per dollar raised for every strategy. And donors are complicit, insisting that administrative/fundraising costs never exceed 20% (and many think this is too much). Many nonprofits will not seriously adopt social technologies because they believe they’re ancillary and don’t provide an ROI. So they don’t hire people with the requisite skills. Ultimately, only the large well-resourced nonprofits can move forward to provide supporters with the donor-centered experience they increasingly require.
So, I wonder if another trend will be a rash of mergers — as smaller nonprofits are acquired by larger ones — coupled with the death of smaller organizations that can no longer compete.
Claire,
I do agree with you and worry about the same concerns. Along those lines, it becomes our professional obligation to “lead up” and to work with boards of directors to begin moving towards strategic governance models. Yes we are run by boards of directors, but, they are not running our organization. They need to be engaged in strategic conversations such as these i.e. “what does it mean to work in an increasingly flat world?” or “how will this change how we operate and do business?”
We can not expect our board members to be thinking along those lines IF we do not take the obligation of enabling and empowering this type of dialogue. While yes we are risk adverse we also need to discuss “what risk are we taking by not embracing these changes within our organization?”
Donors today have a whole world to give to. No longer is the competition local or even national. The choices are so very many.
We as professionals must begin to change the cultures within our organizations or they won’t survive AND that in my opinion is our task. We can’t blame boards for expectations that were never set. We need to set them, shape them and mold them internally. Fund development professionals must begin to see themselves as leaders within their organizations.
Dear Clair, Robin and Roger:
My favorite quote about this comes from science fiction writer William Gibson:
“The future has arrived. Its just not very evenly distributed.”
As someone with now more than 30 years in NGOs, (but not as many as Roger!), I predict some groups will get it, others will not. And despite the “disintermediation” first caused by Kiva (no need for “middle-man” groups) the sector is still growing, because needs are still growing, Merger’s don’t occur (as someone recently wisely pointed out) because NGO top managers don’t get “parachute packages”; if they did, we’d see a LOT more of them. Otherwise, where’s the incentive?
My read on Marc’s comments about shrinking borders is not that there will be more global giving; its that there will be even more LOCAL giving; as Patrick Moynihan famously said, “All politics is local.” Now, with a click, your gift can be, too. I think diaspora giving is going to be one of the bigger waves of the future, however you define that term.
All donors give from the heart. And “Home” (in all of its new definitions) is where the heart is, as well.
– Mitch Hinz
Dear Roger, Mitch,
All best for 2013!
I would like to share three trends I see emerging in fundraising :
1. The ‘world is shrinking and the shift in wealth’ is indeed correct. The 2012 CAF Global Giving Index confirms that point related to Giving too. Australia, Ireland , Canada are the most generous, however in terms of absolute numbers of donors and volunteers – India , Indonesia , China, Thailand and Philippines leads well ahead of the rest. And with the shift in wealth, that is well documented, the Asian market provides a huge opportunity to fundraisers.
2. While these Asian countries are indeed re-emerging and regaining their place as the prosperous region of the world, there is also the huge Diaspora communities in USA, UK, Australia, who are sending philanthropic dollars back to their ‘home land’ . Local charities in USA, UK etc need to re-calibrate their understanding of the donor profile and learn the motivations and culture of this group, so that they grow their ‘donor-pie’ locally.
I have just finished a chapter for a book on Indian Philanthropy, to be soon released by the London School of Economics. My chapter focuses on the Indian diaspora in South East Asia.
3. While the methodologies developed and fine-tuned over the past decades like direct marketing etc are still relevant, if fundraisers need to engage with the philanthropists in the emerging economies, they will need to understand and learn methodologies that is not focused on mere check-writing, but on venture philanthropy and impact investing.
My blog on Fundraising Trends from Asia, provides a peak into how understanding of private equity, mezzanine financing , debt securities etc would need to become part of the fundraisers skills and tool kit if they need to engage with the new philanthropists in Asia, who have made their wealth through business acumen and sheer efforts within this generation, and not through Government or community hand-outs. http://ushamenonasia.com/blog/?p=89
We live in interesting times!
Usha Menon