Online donations: Increased by 14% in 2013, we’ll see a continued upward trend in 2015.
Social media sharing: Along with music, books, and brands, etc., charitable giving will soon become one of the many ways people showcase themselves via social media. Causes will be something they’re proud of and excited to share with friends and social networks.
Immediate impact: Donors want to see their impact immediately. Our most successful charities allow for personal connections to those benefitting from the donations.
Example: The National Education for Assistance Dog Services (NEADS) provides dogs for deaf and disabled Americans. During a campaign with Fashion Project, they showcased Jessica Kensky’s amazing story. After losing her leg in the Boston Marathon bombing, she received a NEADS dog that helped her by opening doors and pushing elevator buttons with his nose and paws. He also gave her a reason to get out of bed in the morning when she was incredibly depressed about what had happened to her. Her personal story resonated with donors.
Charity transparency: With the advent of resources such as Charity Navigator, donors are becoming smarter and about how charities are spending their funds. As such, we’re seeing increasing support toward charities that are transparent about where funds go.