What Does 2012 Hold for Non-Profits?

With 2011 coming to a close, one can’t help but reflect on the challenges and successes of days past and wonder what lies ahead in the upcoming year. Will the economy take an upturn with the pending presidential election and the optimism that it brings? Will the job market strengthen therefore providing more expendable income for donors to give?

What new technological advancements will be made to make life easier and people more connected. Well, I can’t tell you any of those answers. (Sorry, my crystal ball is in the shop.) However, there is a recent study that has some substantial information that can help non-profits plan for the New Year.

The 2011 Social Good Survey by Fenton and GlobeScan was published in the Sacramento Bee and the results are as follows:

“Giving to nonprofits is stalled: Seventy-two percent of U.K. respondents and 65% of U.S. respondents say they expect their giving to remain the same in 2012. A notable minority say their giving will decrease (16% U.K. and 17% U.S.).

“Nonprofits are perceived to be most effective as change makers: Forty-one percent of U.K. respondents and 55% of U.S. respondents say they believe nonprofits and charities are highly effective at bringing about positive social change.

“Nonprofits and charities can earn greater support by getting personal: People say an organization’s commitment to a cause they feel strongly about (54% U.K.; 44% U.S.) is the most important factor for their decision to give.

“Confusion surrounding nonprofit spending and management: Respondents who report knowing more about how nonprofits are managed are also more positive about their support, but less than half say they believe nonprofits/charities do a good job spending funds and managing operations.

“Social media is most important for staying current on nonprofit activities and taking action: The majority of responses underscore the value of social media to keep them up to date and provide opportunities for engagement. While social media may not be the most effective tool to reach new audiences, it is an effective for engaging existing supporters.

“Traditional media is still important for breaking through: News stories and television commercials rank higher than social media as persuasion tools to bring new people into an effort.”

I think there is a lot of useful information that can be gleaned from these new findings. Knowing that giving is stabilized can help create a workable budget. Connecting to donors on an emotional level creates more dedicated partners. Letting supporters know where your money is going builds a bridge of trust.

Finally, social media is here to stay and is the best way to keep your donors informed and engaged. So ring in the New Year! We’re ready to face the future!
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