As we reflect on what has undoubtedly been one of the most challenging years in fundraising history, many charities are breathing a sigh of relief that it’s over.
But while some are still recovering from the year that saw dynamic changes to processes and fundraising protocol, others reflect on their successes. For many charities, the global pandemic was a chance to respond positively to change, think on their feet and innovate their way towards excellent end of year results.
While there’s no denying 2020 ended up being more reactive than strategic, many fundraising trends emerged from the global pandemic and many of them are here to stay in 2021.
While virtual events arose out of necessity, the benefits mean they’re here to stay in 2021. Virtual events are more cost-effective as overheads are lower. They also allow for greater participation from supporters who might usually be constrained geographically.
Because of the unpredictable nature of the pandemic, we can say with confidence that many successful events will be held virtually in 2021.
2) Recurring giving will become even more important
YRecurring giving is a reliable source of income and helps a charity budget for the future. In uncertain times, a donor is more likely to maintain an existing donation than to say yes to a gift they’re not already making. Once a donor has committed to online giving, there is relatively little cost and energy required to maintain the program making it a reliable income source.
3) Face to face meetings will change
The essence of fundraising is building relationships and face to face meetings are essential for this. In 2021, as shielding and isolation continue to be commonplace, we can expect less meeting supporters face-to-face and more video and phone meetings. As supporters become more comfortable with the virtual way of life, video meetings are no less effective for fundraising results and can even lead to better results.
4) Remote teams are here to stay
During the first lockdown of early 2020, charities realised they could fundraise just as effectively while working from home. With a stable WIFI connection, laptop and some collaborative tools, teams achieved some great results.
In 2021, remote teams are here to stay. As the global pandemic continues to dictate working environments, even teams currently working from the same location are well set up to work from home at a moments notice.
5) Integrated platforms will become essential
With charities well prepared to work from home at a moment’s notice, in 2021, all donor and supporter data must be held on a single platform that can be accessed and updated by all team members. Platforms such as SupporterHub provide an end-to-end overview of each supporter including giving history and details of all correspondence. In 2021, we can expect to see systems more streamlined to increase efficiencies across uncertain climates.
If we learnt anything in 2020, it’s that despite what’s going on in the world, people are still giving. While the economic climate is undeniably unpredictable, following these fundraising trends in 2021 will help charities achieve the best fundraising outcomes in the year ahead and beyond.
SupporterHub is an integrated platform that can help charities move into the future in line with innovation and global trends. To find out more about our FREE trial (no credit card required), click
