Horizons Spring/Summer 2019

Not-for-profits will proactively, versus reactively, embrace innovative fundraising ideas. Building on the success of previous viral campaigns such as the ALS’s Ice Bucket Challenge and the significant rise in Go Fund Me campaigns after recent national disasters, not-for-profit organizations will become better at leveraging media awareness to proactively respond to newsworthy events in a manner that maximizes the organization’s impact. Competition will now exist from “short-term” organizations that are created, and then disbanded, after addressing a specific community need or challenge. As donors, particularly younger donors, become increasingly motivated to see results and want to donate to “fix” a perceived need, the traditional legacy model of not-for-profit organizations may not be as sustainable without modifications in how the organization approaches its fundraising efforts. Recurring giving and the means to effectively facilitate these programs, will be crucial. This can be achieved through the use of donor- advised funds or community foundations or internally through well-developed and well- managed programs. Modern philanthropists are increasingly attracted to the concept of managing their charitable giving as they would manage their investment portfolio – strategically, portfolio-based and with the aid of an advisor. Advancements in technology will allow organizations to send even more targeted, personalized messages and marketing to potential donors. With the introduction of new search features, artificial intelligence and voice capabilities, organizations will have the ability to make data-driven, tailored solicitations to prospective donors. These new technologies could also assist organizations in identifying and reaching individuals that could benefit from the services offered by the organization.

Fundraising events may no longer be just the traditional galas, golf tournaments and trivia nights. Not-for-profit organizations have already begun to take advantage of tools like Facebook and Google Ads to promote events to targeted audiences, but this more global medium may allow organizations to expand their reach regionally, nationally and potentially internationally to allow for potentially more profitable, less expensive “virtual” events. Not-for-profit organizations will see increased volunteerism from both Gen Z as well as the now retired Baby Boomers. In the future, “giving back” to the community will continue to mean more than just writing a check. Not-for-profit organizations will benefit from more expansive volunteer programs that allow them to capitalize on the energy and expertise of community members. Large gifts will continue to be of high importance to not-for-profit organizations. Organizations’ development teams will continue to devote time and efforts to

secure these larger gifts, whether for annual giving or for endowment and capital campaigns. Planned giving programs will also be of continued importance and emphasis.

Transparency and impact will remain paramount and not-for-profit organizations will invest increased resources to articulate the measurable outcomes achieved by their great programs to their funders – whether private donors, corporations, foundations or government agencies.

In the future, “giving back” to the community will continue to mean more than just writing a check.

Spring/Summer 2019

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