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Illustration by Jocelyn Ruiz
In the Journal of Nonprofit Management and Leadership, Seung-Chul Yoo and Minette Drumwright provided data from 2017 indicating that “…86 percent of U.S. nonprofits used some form of online fundraising and 61 percent of donors worldwide reported that they prefer to give online.” While the majority of nonprofits are using technology to increase donations, it is not always being utilized efficiently and successfully. Technology, in all facets, is ever changing and will continue to grow as an influencer on nonprofit fundraising efforts. This is primarily due to younger generations continued utilization of digital platforms. The amplified use will continue to benefit nonprofits as one of the most cost-effective fundraising mechanisms.
Organizations can better leverage technology through first recognizing three notions. The first is that social media is a small donor platform. Meaning that donations are not large in dollar amount, but they are large in quantity of donations obtained. The second is that motivations of donors that prefer to utilize technology to donate varies from other subsets. Primarily, those that donate via digital platforms do so because they are influenced by their social network, not by what an organization accomplishes. Lastly, the social network effect will impact success in a positive way. The more messages an organization puts on social media, the more likely it is that these messages make it to an abundance of outside networks. With these notions in mind, nonprofit organizations can take advantage of the opportunities that technology provides.
Below are six recommendations on how nonprofits can leverage technology:
Not every recommendation will suit every organization. Keeping that in mind, the leadership and management teams of nonprofit organizations should dive into the recommendations and determine what changes they can implement to improve their attainment of donations, through the use of technology.
Kim Roe is a graduate of the Master of Nonprofit Leadership and Management program at Arizona State University. Roe works for United Health Services, a not-for-profit healthcare organization, in the Radiation Oncology office. She has volunteered in the nonprofit sector for the last seven years, primarily in a fundraising capacity, with a passion for cancer organizations. Her current job has provided her the opportunity to grow her passion for the philanthropic sector by allowing her to lead the organization’s participation in their local Relay for Life event. She is hopeful to apply the knowledge she has gained through her education, professional and volunteer experience by working with a nonprofit organization that aids cancer patients and their families.