|18 Nov 2020|
Fundraisers have spent 2020 adapting to every twist and turn, so the 2020 Global Trends in Giving Report came at an excellent time to evaluate how strategies have matched up to what donors are really saying. The report was conducted at the peak of the pandemic, from March to May 2020, and surveyed over 250 donors in Australia and New Zealand. As expected, there is a heavy focus on digital fundraising, which although we predict may change form during the next few years, is definitely here to stay.
Tried and tested, while email communications might not be reinvesting the wheel, it is the form of communications that is most likely to inspire giving, according to 33% of ANZ donors. Additionally, 48% of donors agree that email is most likely to inspire repeat donations, with monthly being the favourite for frequency. Interestingly, this region is the only one to think so, with other regions choosing social media as their preferred communications channel. This presents a picture of the key donor preferences in Australia and New Zealand. This could potentially be impacted by their demographic, with around 1% of responses coming from Gen Z, and the highest proportion (72%) from Baby Boomers and Gen X.
While ANZ donors prefer traditional email for their communications, they are the most likely to adopt innovative fundraising technology of all regions, with 20% saying they would use facial recognition to give, 18% an internet-connected TV, and 18% swipe-giving through digital billboards. This concedes with other studies which demonstrate a greater emphasis on the donor experience, particularly during a time where traditional fundraising auctions or gatherings are out the window. The future looks bright for fundraisers who are willing to invest a little more to provide a great donor experience - but you don’t have to push your budgets too far: keep the focus on building donor relationships and a community of support.
As expected, COVID has accelerated digital fundraising but donors have been increasingly using digital methods to support causes for the last few years. 92% of donors worldwide believe nonprofits need to invest in digital to stay relevant and connected to their donors, but also to facilitate taking donations: New Zealand and Australian donors overwhelmingly prefer to donate online through card payments (64%), the highest rate in the world and growing 13% on last year’s total.
A patch of turbulence was expected in the fundraising sector, as economies took a downturn and unemployment rose. But despite this, 96% still say that nonprofits are essential for creating change, with 90% believing that nonprofits were ethical and could be trusted. And donors in Australia and New Zealand are putting their money where their mouth is, with 44% donating to a COVID relief fund, and 51% are regularly giving to charities.
To read the full Global Giving Trends report sponsored by Funraise and produced by Nonprofit Tech for Good, click here.
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