In late December, the Association of Fundraising Professionals (AFP) conducted a survey of its member organizations and found that nonprofit leaders were quite optimistic about reaching their fundraising goals heading into 2021.
However, when asked about their thoughts on the pandemic’s impact on year-end giving, one leader explained that “with all of our major donors tapped out, it will be difficult to sustain this level of fundraising. We will need to be creative to keep momentum up.” The reliance on major gifts during the past year proves to be worrisome for the future. With donor fatigue being a palpable threat, how are fundraisers addressing the increasingly important mid-level donors?
The survey then provided fundraisers with a list of potential areas of focus for the coming year, and asked them to pick the three that they were going to devote the most time towards. The overwhelming majority of respondents cited that donor retention and stewardship were going to be the most important aspects of their fundraising efforts moving forward.
Another top priority were online and email solicitations, as human beings have been forced to rely upon digital communication above all else during the pandemic. Our reliance on the digital landscape is not going to suddenly diminish with the pandemic. It is here to stay.
“With all of our major donors tapped out, it will be difficult to sustain this level of fundraising. We will need to be creative to keep momentum up.”
With all of this said, Paul Geiger, President of AFP, explains that nonprofit leaders “need to be supporting fundraising staff with resources, tools, and even mental and emotional supports so they can reach the goals needed in 2021.”
Gravyty’s suite of AI tools enhances fundraisers’ abilities to reach into this mid-level donor pool. With Gravyty, not only do fundraisers manage their primary portfolios, but they are also able to manage a secondary portfolio of previously unassigned donors due to the increased capacity that Gravyty’s AI technology provides. So, with AI, fundraisers are enabled to manage 3-4X as many donors, while preserving the personalized approach to building meaningful relationships.
Fundraisers who are using Gravyty don’t have to pick and choose which areas of their job to prioritize. By managing the stewardship and gift recognition process, AI clears the time-consuming administrative tasks aside, allowing fundraisers to focus on building and sustaining relationships.
Our world has changed. There is no questioning that. And as a result, so has human behavior. It is up to us, as leaders in fundraising, to adapt our operations accordingly. Therefore, now is the time to be looking into new tools which can make this transition easier on our fundraisers. You must adopt the “necessity is the mother of innovation” mindset, or risk being left behind.
Are you talking to enough donors to support a healthy giving pipeline? Talk to a Gravyty specialist today and learn how AI can help your fundraisers talk to more donors and drive philanthropic giving.