Advertisement
 
 

5 Fundraising Trends for 2011

December 28, 2010 By Joe Boland
There's no way to accurately predict the future, but there are trends you can study to better prepare for the days ahead. At the Direct Marketing Fundraisers Association's year-end luncheon, veteran fundraising expert Roger Craver, founder of DonorTrends and editor of The Agitator, shared five fundraising trends to get on top of in 2011.

It's all about the connections
Citing statistics from an RSCG Global study and Morningstar, Craver concluded that people feel isolated and crave connections:

  • 69 percent of people worry that society is too shallow, focusing on things that don't really matter.
  • Today there are 130-plus socially responsible investment funds, up from 39 a decade ago.
  • More than half a million people have loaned money to "working poor"  entrepreneurs around the world via microfinance site Kiva.
It's up to fundraisers to provide those connections that donors desire, and technology is "the great connector, great enabler and great equalizer," according to Craver. To make the most of technology to connect with donors, fundraisers need:

  • Better analytics — RFM is not good enough.
  • Faster analytics — real-time and predictive.
  • Integration with your CRM.
  • Investment in a donor-relationship mind-set.
  • Investment in innovation.
The rise of mobile engagement
Mobile is the fastest-growing channel of communications, and the mobile device is the most personal device people own, Craver said. Mobile is always with us and is far more transactional than the Web, providing vast opportunities for fundraisers.

According to Nielsen, smartphone adoption will increase by 50 percent by the end of 2011, and Convio projects a 90 percent growth by the end of 2014. Craver cited more mobile marketing facts:

  • 54 percent of U.S. multichannel retailers will have mobile commerce within two years.
  • Mobile marketing budgets are expected to rise 26 percent annually despite overall budget declines.
  • Location-based features are projected to have the largest increase among mobile tactics, up more than 265 percent.
  • Mobile spending increases of 141 percent on SMS and 137 percent on mobile video are expected.
  • Mobile search is expected to be 20 percent of all search by 2012.
Furthermore, mobile transactions have been on the rise. In 2010, $158 billion was transacted through mobile payments. That number is expected to increase to $630 billion by 2014. According to PayPal, there was a 650 percent increase in Black Friday mobile payments from 2008 to 2009, and 52 percent of smartphone users have acted on advertisements within applications, Craver said — and mobile advertising is three times to five times more effective than online advertising.
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON CAMPAIGNS / FUNDING SOURCES >>

FROM THE BOOKSTORE

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

Your everything-you-need-to-know guide to personalized URLs, including: <b>Best Practices </b> on why they work, campaign strategy, multichannel creative, analytics, and <b>10 Case Studies</b> PURLs for Profit

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DATABASE / DONOR RELATIONSHIP >>

FROM THE BOOKSTORE

<b>A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more </b> (2nd Edition) How-To-Guide (PDF Format) Price: $29.95 Direct marketing – regardless of the channel – is that unique combination of art and science. Direct marketing strategists are constantly striving for better response rates, open rates, conversions, cost-per-order, and life-time value. And what is the tool that these strategists turn to again and again? That’s right! It’s testing. In direct marketing, there are plenty of elements to test – from subject lines, premiums, envelope sizes, list selects, pricing, the placement of the shopping cart on the web page … the choices seem endless. <b><i>Secrets of Direct Marketing TESTING </b></i>is your personal BRAIN TRUST of testing strategies that you can start to put to use today. In this guide, you’ll find everything you need to learn – the why, what, when and how-to of testing. From testing structure to basic principles, and from test ideas to mistakes to avoid, you’ll get a crash course in coding, tracking, reading and applying test results. You’ll learn about: • Simple copy tests that drive response • Fine-tuning your offer • Web and Email testing • Offer tests • How to make sure you’re getting reliable results • Retesting and rolling out your findings • Plus the Rules that you should test now – or ignore at your own peril! Are you are searching for ways to raise response, save on your promotion costs, drive down your cost-per-order and extend the lifetime value of your customers? The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about the how-tos of testing for years. We’ve compiled this information and made it easy for you to find all in one place with our easy-to-read report – “Secrets of Direct Marketing Testing.” Note: You must have Adobe Acrobat Reader in order to read <b><i>Secrets of Direct Marketing TESTING</b></i>, which is in PDF format. Secrets of Direct Marketing Testing

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more (2nd Edition) How-To-Guide (PDF Format) Price: $29.95 Direct marketing – regardless of the channel – is that unique combination of art and...

ORDER NOW

Who's Charging What Who's Charging What!

Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals can deliver powerful, response-generating direct mail, e-mail, Websites, catalogs,...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DIRECT MAIL >>

FROM THE BOOKSTORE

(PDF DOWNLOAD) Who’s not talking about QR codes lately? Since appearing on the US marketing scene two years ago, QR codes have revolutionized the way businesses promote their products and brands. So what exactly is this stamp sized, abstract art-looking module? And how can your business benefit from it? <i>Cracking the QR Code</i> outlines <b>how to seamlessly incorporate QR codes into your marketing campaign</b> by explaining: • How QR codes work and which companies and industries they work for best • How to implement a marketing strategy for QR codes • QR code creative best practices • The future of QR codes and more! Let <i>Cracking the QR Code</i> teach you how to <b>get a passive prospect to take immediate action</b>. See how QR Codes can <b>successfully transform your marketing efforts and increase traffic to your site</b>. Find out how to integrate QR Codes into your marketing campaign and how to track and measure the results. Learn more about the technology that has revolutionized the way businesses promote their products and brands. Read case samples from well-known companies using QR Codes, including: Best Buy, Big Fire Wine, Gap, Calvin Klein, Gap, Home Depot, Time Out New York, World Wildlife Federation, Sibcy Cline Real Estate, and more! <i>Cracking the QR Code</i> helps you navigate your way through this up and coming technology, which has been labeled the <b>“direct link between print and the internet.”</b> In the past year alone, QR codes have skyrocketed in popularity; first quarter 2011 scan rates increased more than 4,500% over first quarter 2010 rates. With numbers like that, it’s difficult to ignore this rising trend in marketing strategy. Don’t get left behind; order your copy of <i>Cracking the QR Code</i> today to learn how you can apply this tool to your business! <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read Cracking the QR Code, which is in PDF format.</b> Cracking the QR Code

(PDF DOWNLOAD) Who’s not talking about QR codes lately? Since appearing on the US marketing scene two years ago, QR codes have revolutionized the way businesses promote their products and brands. So what exactly is this stamp sized, abstract art-looking module? And how can your business benefit from it? Cracking...

ORDER NOW

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: