The Global State of the Nonprofit Industry
Blackbaud, Inc. has released the results from The State of the Nonprofit Industry (SONI) Survey, a global report covering general operations, fundraising, technology and Internet usage, and accountability and stewardship. Responses were received from 2,383 individuals in Australia, Canada, France, Germany, Italy, India, the Netherlands, New Zealand, the United Kingdom and the United States. The survey was conducted in partnership with L’Association Française des Fundraisers, the Fundraising Institute of New Zealand (FINZ), the German Fundraising Association, Philanthropy Centro Studi, and the Resource Alliance.
Four global trends that emerged from the data include:
1. New fundraising and communication channels, although growing, are not replacing traditional channels.
Most organizations continue to leverage traditional channels, even while they are increasingly using new interactive channels. This use of new channels is placing a tremendous strain on organizations because revenue has not risen significantly in aggregate and yet costs for each communication channel have risen. This situation creates a demand for more integrated communication tools and database platforms.
2. ROI and organizational effectiveness are under scrutiny and more important than ever.
Baby boomers, which have entered their prime giving years in the United States, are not as trusting of government and institutions to solve problems and want to see greater evidence. However, this trend is clearly not just a United States phenomenon. Donors worldwide want to see evidence that their money is being spent well and that nonprofits are being run as efficiently as possible.
3. There is a new focus on the total supporter journey vs. traditional “donor management.”
In light of an increased focus on donor retention coupled with increasing costs for acquisition, constituent relationship management (CRM) is transitioning from transactional fundraising to a relationship-focused supporter journey. To have a constituent-centric focus, nonprofits need to consolidate data on supporters and eliminate silos so everyone in the organization has the same view of the many ways supporters interact with their organization. Technology is essential for helping them track the supporter journey, from service recipient to volunteer to event participant to donor.
4. Fundraising is emerging as a widely-recognized profession around the globe.
The vast majority of nonprofits around the world are expecting to increase their investment in fundraising staff, according to the SONI survey. It is clear that fundraising is no longer someone’s “part-time” responsibility. Techniques and data are becoming more complex, and the rate of change is increasing. What was once mostly art is rapidly becoming science, requiring new tools and techniques, partnerships, and better skilled staff.
The complete report, which includes an in-depth look at general operations, fundraising, technology and Internet usage, and accountability and stewardship around the globe, is available on the Blackbaud website.