By The start of a new year is an exciting time to be a non-profit!
Looking back on your fundraising successes of the past year and looking forward to the emerging trends of 2024 can help your organization make informed decisions about the year to come. But in the ever-changing fundraising landscape, it’s easy for non-profits to feel more like non-prophets.
But don’t worry. There’s a little present in your future.
At Auction Packages, we’ve done the research, put our 15 years of industry knowledge to work, and compiled the Top 10 Non-profit Fundraising Trends for 2024.
From giving flexibility to impact transparency, let’s take a peek at what the new year has in store for non-profits looking to stay ahead of the curve and maximize their fundraising efforts.
01. Giving Flexibility & Recurring Donors
Okay, the bad news first, then the good news. (But don’t worry, you already know the bad news.)
The bad news: We’re in a cost-of-living crisis. In 2023, rising prices contributed to a cost-of-giving crisis during which non-profits faced a decrease in donations as their donors felt the financial strain of inflation.
The good news: The cost-of-giving crisis is being outpaced by donors. The Sustainable Giving Report highlights that though 75% of donors have been negatively affected by the cost-of-living crisis, 80% of donors continue to donate. That number is on the rise in 2024, all thanks to a shift toward giving flexibility and recurring donors.
When a non-profit offers a recurring donation program with giving flexibility, donors have the option to divide large contributions into more affordable amounts and make those donations on a regularly scheduled basis of their choosing. The result? It’s easier than ever for donors to support the organizations they care about and feel more connected to their causes, even in times of financial uncertainty.
02. Peer-to-Peer Fundraising
For some donors, this year will be about getting active--we’re not just talking about those lightly used, New Year’s resolution gym memberships.
In times of uncertainty, donors looking to give back often seek out opportunities to do so firsthand, hoping to be the change they want to see. In a wonderful direct response to the cost-of-living crisis, 2024 will mark a steady rise in peer-to-peer fundraising campaigns led by a growing number of dedicated volunteer donors.
With peer-to-peer campaigns, donors organize fundraising events on behalf of a non-profit’s larger campaign, involving their friends, families, communities, and personal networks in their efforts. Responsible for about 50% of new donor interactions, peer-to-peer fundraising is a cakewalk for non-profits...sometimes literally! All a volunteer needs to succeed is a personalized campaign page and they’re ready to hold fundraising events from charity runs and bake sales to sports nights and donation drives.
Encouraging your donor base to hold their own fundraising events in a 2024 peer-to-peer campaign empowers your supporters to become active contributors to your cause while offering you a largely hands-off approach to bringing in brand-new donors.
03. Gen Z Donors
Tik Tok Tik Tok. It’s time to like and subscribe to the emerging donor base set to take the non-profit world by storm in 2024—Gen Z.
Gen Z is often called the “philanthro-kids” or “philanthro-teens” and with good reason: a remarkable one-third of Gen Z consider philanthropy to be a key part of their personal legacy. Known for their strong emphasis on social activism, equality, and environmental sustainability, Gen Z is more likely to champion non-profit causes than any generation to date.
You don’t need to be a setup wizard to know that clicking with Gen Z donors is best done online. Highly proficient in digital platforms, Gen Z is most accessible through online marketing and social media campaigns—valued as two of the best cost-effective strategies to reach a wider audience. To attract younger donors, organizations should ensure their social media pages are active, topical, and lean into culture with authenticity
and approachability.
Building relationships with dedicated Gen Z donors now can ensure a passionate, sustainable donor base for your non-profit in the long run.
04. Resonant Storytelling
Sharing is caring! It’s why non-profits exist and it’s why resonant storytelling is trending for 2024.
Resonant storytelling refers to sharing narratives that deeply connect with your audience on an emotional level and serve as a powerful tool for non-profits looking to communicate their mission and attract new donors. Research shows that people are more likely to get involved with a non-profit when they feel a personal connection to the cause and resonant storytelling enables non-profits to vividly illustrate the human impact of their work.
Instead of relying on dry statistics or technical language, narrative content brings to life the real experiences of those who have benefited from the non-profit’s services or interventions. This helps both current donors and potential supporters understand the value and significance of the organization’s work and their own donations.
Further, stories have the ability to break down the natural barriers that exist between your organization and your supporters. Prioritizing transparency and authenticity in your non-profit storytelling can strengthen trust and amplify your reach and impact. When people are moved by a story, they are more likely to share it with others, increasing awareness for your non-profit, donor engagement, and ultimately, more support for the non-profit's cause in 2024.
05. Donor-Personalized Approaches
You know that feeling when you run into someone you’ve met before but as they’re walking towards you, you realize you can’t remember their name or where you’d met, and when you finally get to them all you can muster is, “Heyyyyyyy, YOU.”
Well, 2023 was the last year of doing that to donors!
In 2024, non-profits are taking advantage of donor data and turning it into the foundation for hyper-personalized, donor-centric fundraising strategies. More than just the donor’s name at the top of an email, a personalized approach demonstrates that the non-profit values and appreciates each individual donor by acknowledging their unique preferences, motivations for involvement, and giving history.
A donor-personalized approach can include tailoring communications based on total donation amounts, segmenting fundraising appeals and campaigns by region, and offering personalized donation options based on giving history. These can result in higher donor retention rates as your supporters feel valued and recognized for their contributions.
06. Ethical and Sustainable Fundraising
If there’s one overarching theme for the trends of 2024, it’s transparency. So let’s see it through!
As the world becomes more conscientious, ethical and environmental issues will increasingly decide the donating habits of individuals looking to make a difference. Already, emerging Gen Z donors are noted for thoroughly researching an organization’s impact reports and analyzing their online presence for biases before committing to their first donation. Adopting sustainable fundraising practices and highlighting your commitment to ethical behavior will resonate positively with donors in 2024.
Non-profits are driven by social or environmental causes and ethical and sustainable fundraising allows them to align their fundraising practices with their mission. As a result, this alignment increases credibility, reliability, and trust. When non-profits demonstrate their commitment to ethical fundraising, donors feel more confident that their contributions will be used for the intended purpose and that the organization operates with transparency and integrity. Speaking of...
07. Impact Measurement
Seeing is believing. Or, when it comes to the impact of donations in 2024, seeing is better than believing.
Donors and stakeholders are increasingly seeking to understand the real, tangible impact of their contributions and asking for accountability from the non-profits they support. Impact measurements provide supporters with both, offering evidence of a non-profit’s effectiveness and organizational transparency. Sharing these measurements helps to communicate the real-world outcomes and positive changes your non-profit is making in the community you serve with the aid of your donors.
When communicating those impacts, don’t be afraid to get granular with it! If you have the data, let your donors know exactly what their contribution is worth to your cause. Your $50 donation fed a shelter dog for a month! Your $150 donation funded new irrigation for our school! Sharing your non-profit’s impact measurements allows you to showcase your achievements, attract new donors, and differentiate your non-profit from other organizations.
Additionally, it opens up opportunities for collaboration and partnerships. When non-profits are transparent about their impact, it becomes easier for other organizations, foundations, and government agencies to confidently identify potential partners and areas of collaboration. Speaking of, speaking of...
08. Strategic Partnerships
The greeting of choice for the new year? Howdy, partner! Well, maybe not. However, non-profits have decided that 2024 is high time to rustle up some mutually beneficial collaborations.
Securing strategic partnerships allows non-profits to pool together their resources, expertise, and networks with other organizations in order to better manage the cost-of-giving crisis. This collaboration can lead to larger-scale projects, a broader pool of volunteers, and the ability to address complex social or environmental issues that may be beyond the capacity of individual organizations.
There’s also brand strength in numbers. Partnering with reputable and established organizations lends credibility and legitimacy to your non-profit. Strategic partnerships with corporate sponsors or educational institutions can increase visibility, enhance public perception, and attract more donors and supporters who value collaboration and shared goals. When you’re starting out, consider collaborating with local businesses or
non-profits that share your organization’s mission for a joint fundraising event or program.
09. Digital Wallets
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That’s “2024” in binary code. Why? Because this year, donations are going digital.
Long considered a convenience offered by more tech-forward businesses, digital wallets are now considered an essential feature for non-profits due to the changing preferences of their donors. A recent study found that more than half of Americans now prefer using digital wallets to make both one-time and recurring payments and that those who use digital wallets tend to spend more than those who do not. Offering digital wallet options to your donors is a great way to prove your non-profit prioritizes ease and modernity in the donor experience.
Digital wallets are also a simple, trusted means of payment that cut down on endless forms and reduce the likelihood of new donors abandoning the donation process. Their trust and familiarity with digital wallets aligns with the recent trend of subscription-style spending. From streaming subscriptions to monthly utility bills, people are accustomed to automated recurring payments. By implementing a digital wallet portal for a recurring giving program, non-profit organizations can align with two of the 2024 trends that most benefit their donors.
10. AI Tools to Maximize Fundraising
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That’s “2025” in binary code. Why? Because with AI, it feels like the future is already here.
Though a lot of the current discussion paints AI as either a life-changing new tool or the beginning of the end, AI use in organizational fundraising has actually been around for a while. Standard customer relationship management (CRM) software has used machine learning for years to, for example, send email reminders to donors whose preferred payment card is expiring before the next scheduled donation. In a year where resources are tighter than normal, 2024 is about using fundraising automation to work smarter, not harder.
AI tools are best used to automate repetitive tasks, allowing non-profit organizations to save time and resources and enabling staff to focus on more strategic and impactful activities. This includes adopting tools that can analyze large volumes of data quickly and accurately, providing non-profits with valuable insights for data-driven decisions. AI can also be utilized to identify trends in your supporter base in real time, tailor personalized communications based on donor data, and improve your outreach through digital marketing strategies to reach a wider audience.
Now that you’ve got your bellwether, it’s time to ring in the new year! Auction Packages offers over 250 travel packages for non-profits looking to offer exceptional experiences to any donor base, at every price range in 2024. Fundraising is a trip. We’re with you every step.
