As we approach the close of 2024, fundraising professionals prepare for the year's busiest donation season. While end of year giving is a consistent trend, what has changed in recent years is our use of technology to drive our fundraising efforts. Here's a look at the key technology trends defining end-of-year giving in 2024.
Artificial Intelligence (AI) and data analytics are transforming many fields, including fundraising. AI can help analyze vast amounts of donor data, build predictive models, and automate donor communications. Data-driven insights allow organizations to segment their donor base more effectively, ensuring the right message reaches the right audience at the perfect time. A technology-driven approach can result in higher engagement and more successful campaigns.
While we are still not seeing a large percentage of gifts made online, social media remains a powerful platform for sharing your mission and reaching a broad audience. In 2024, short-form video continues to dominate, offering an engaging way to tell compelling stories and mobilize support.
Recurring giving, always popular with public media and radio, has been growing in arts and culture, and many companies are seeking ways to enroll donors in recurring giving programs online. Overall, recurring giving provides convenience for both the donor and the institution, receiving a steady stream of income. Highlighting the simplicity and impact of becoming a recurring donor is a key strategy for nonprofits this year.
Mobile device usage isn't slowing down in 2025! Nonprofits can only afford to have a mobile experience that is as good as their desktop website. Mobile-friendly donation pages make it easy for donors to contribute on the go, so mobile optimization is critical.
The end-of-year fundraising season is paramount for arts and culture, often accounting for a significant portion of annual donations. By embracing technology, you can create meaningful connections with your donors and drive impactful change. The Adage team looks forward to hearing more great ideas and strategies from the arts and cultural sector in 2025.
Are you interested in improving your ePhilanthropy presence? Adage would love to help! Please contact us regarding digital strategy, analytics, and website design and development.
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