Donor Participation Project

Live streaming is an emerging way for nonprofits to connect with new audiences and raise funds. While the concept may seem foreign, live streaming simply means broadcasting video in real-time over the internet. For fundraisers, live streaming presents an opportunity to engage with donors directly and raise money through an interactive experience.

To get started with live streaming, you need a few tools.

OBS, Streamlabs and Stream Elements are popular free broadcast software options. They allow you to stream from your computer by combining different media like webcam footage, screen sharing, graphics and audio. These software programs connect directly to streaming platforms like Twitch, YouTube, Facebook and LinkedIn Live. Each platform has a different audience demographic, so choose what is right for your base.

Twitch is popular with gamers, so it works well for charities in that space. YouTube and Facebook have broad audiences, while LinkedIn Live may suit charities targeting professionals. The platform you choose will depend on your needs, but you’ll want to create an account, learn the interface and promote your live stream to viewers. Some platforms like Twitch also integrate extensions like Tiltify and Donor Drive that allow viewers to donate directly.

To make an engaging live stream, consider adding extras

like a Discord chat for viewer discussion, on-screen challenges and rewards with donation targets, and guest appearances from board members or program participants. Work with a streaming consultant if needed. They can advise on best practices and even operate your broadcast software during the live stream.

While live streaming may be new territory, it allows you to connect with audiences that prefer to consume content and donate digitally. With the right tools and preparation, live streaming can be an innovative fundraising approach for forward-thinking nonprofits. Overall, expanding into this new medium will help future-proof your fundraising for the increasingly digital world.

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The gaming industry is massive and growing, with an estimated 2.7 billion gamers worldwide. For nonprofits, this presents an opportunity to tap into new audiences and fundraising channels. However, entering the world of gaming philanthropy requires an understanding of the culture and tools to authentically build community.

First, do your research.

The gaming community is diverse, including mobile gamers, PC gamers, console gamers, and esports fans. Learn about the popular games, streaming platforms like Twitch and YouTube Gaming, and gaming influencers. This will help you determine if gaming philanthropy aligns with your mission and audience. If so, develop a 3-5 year plan to pilot a program.

Build your team.

You’ll need people to manage community engagement, recruit influencers, handle logistics and technology, and more. While you can start small, understaffing the program will limit your success. Consider partnering with consultants and volunteers from the gaming community.

Define your voice and brand.

Decide how you will position yourself to authentically appeal to gamers. You may want to create a separate brand and tone for your gaming philanthropy program. Be genuine by understanding causes gamers care about, like supporting children’s charities or mental health initiatives.

Recruit influencers

like streamers, who broadcast live gameplay and commentary to engage their followers. Do research to find influencers that match your values. Reach out personally to share your mission and invite them to participate. Be prepared to provide them resources to fundraise on your behalf. Thank and highlight them prominently to build goodwill.

Promote your program

through gaming platforms and influencer channels. Engage with followers by participating in livestreams. Be responsive and build trust to gain their support.

While gaining traction may take years, gaming philanthropy has the potential for dedicated, long-term relationships. Follow these steps to start fundraising in the gaming world.

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For small nonprofits, building trust and relationships is the foundation for successful fundraising and donor engagement. According to Aly Evans, Executive Director of Foodnet Meals on Wheels in Ithaca, NY, “You can’t get their heart and their mind to address you if they don’t trust you and what you’re doing.” Focusing on trust-building and personal connections should be the priority over technical skills or large-scale initiatives.

Evans emphasizes doing “things that don’t scale” when starting up or rebuilding a development program. Forget what the experts tell you about email frequency or grant calendar schedules. Reach out to donors when you’re thinking about them with a personal card or email. Show donors your work in action by offering behind-the-scenes tours where they can meet clients and see your programs in action. These types of personal interactions are what build lasting trust and partnership.

For small shops without a long history, explore partnerships and alliances that can help build credibility. Examples include:

• fiscal sponsorships
• donor-advised funds at community foundations, and
• university internship programs.

These partnerships allow small nonprofits to benefit from others’ expertise and infrastructure as you focus on relationship building. They signal to donors that a trusted third party has vetted and is willing to support your work.

Evans recommends getting to know individuals in your community like wealth advisors, trustees, and foundation staff. While not directly soliciting them, learn what they do and share about your mission and impact. When the time is right, they may facilitate introductions to potential major donors because they know and trust the work you do.

Building real trust and partnership takes work, but it yields sustaining support for an organization.

By prioritizing personal outreach, community alliances, and a people-first approach overall, small shops can cultivate the loyalty they need to advance their mission for years to come. The systems and technical expertise can follow; first, get out and build those relationships.

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The number of charitable donors in the U.S. has been declining in recent decades. While overall giving amounts have risen, participation rates have dropped. What’s behind this trend and how can nonprofits reverse it?

Research shows several factors driving the decline in donor participation.

Generational changes are a major contributor, as younger generations are less likely to donate than older generations. Income and wealth inequality also play a role, as fewer people have disposable income to donate. Changes to tax policy, like the 2017 Tax Cuts and Jobs Act, have reduced incentives for some to give.

However, these factors do not fully explain the trend. Nonprofits must also examine how they communicate with and engage donors. Researchers have found that donors give for two main reasons: to support the public good (the “output” motives) and to satisfy private motivations (the “input” motives). Messages focused only on the public benefits of giving may not resonate with those also motivated by private benefits like social approval or self-image.

What can nonprofits do?

• First, evaluate fundraising messages through the lens of dual motives. Are you appealing to donors’ self-interest as well as support for your mission?
• Second, make long-term donor retention a priority metric. While revenue matters, focus also on developing lifetime donor relationships.
• Third, work with interested donors to engage the next generation. Kids often mimic the giving habits of role models, but many are unaware if their parents donate. Programs where families participate together in philanthropy can nurture a lifelong giving habit.
• Finally, collaborate with researchers to conduct studies on donor motivation and messaging. For example, research is needed on how different types of campaign matches (e.g. donor matching funds vs. seed funding) influence future giving behavior. Partnerships between nonprofits and researchers can help bridge the gap between theory and practice, generating actionable insights for overcoming the declining donor challenge.

Overall, reversing the downward trend in donor participation will require a combination of adapting to external factors, improving donor relationships and knowledge, and making philanthropy an engaging lifelong affair for supporters and their families. With a research-based approach, nonprofits can find ways to turn occasional donors into regulars and secure their support for years to come.

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Hiring a consultant can be invaluable for advancing your organization’s mission and fundraising goals. However, it requires forethought and clear communication to set the right foundation for a productive partnership.

Consider these key points before engaging a consultant:

Build trust and internal buy-in.

Meet with your team to discuss why you want to hire a consultant and how it can benefit the organization. Address any concerns about job roles or workload to ensure full support. Buy-in at all levels, especially from leadership and those directly involved in the project, is critical.

Define clear deliverables and scope.

Map out exactly what you want the consultant to achieve. Be as specific as possible regarding the scope of work, outcomes, deadlines, and key milestones. Discuss this directly with potential consultants during the interview process to make sure expectations are aligned from the beginning.

Determine data and resource needs.

Ask consultants what information and tools they require to do their job. Make sure you have the ability to provide everything that is necessary to complete the project successfully. If not, discuss options for obtaining the data or resources.

Assign a primary point of contact.

Identify someone internally to serve as the main liaison for the consultant. This person should have good project management skills and be able to devote sufficient time to the role. They will help gather information, address questions, and ensure the consultant has everything they need to meet deadlines and deliverables.

Build in opportunities for feedback.

Do not wait until the end of the project to get updates. Schedule regular check-ins, reviews of drafts, and interim presentations to provide feedback and make any needed course corrections. This also allows you to reevaluate timelines if requirements change.

By focusing on trust, communication, and mutual understanding, you set the stage for a highly productive relationship with your consultant. Addressing key considerations upfront helps avoid potential pitfalls and leads to outcomes that meet, or even exceed, your expectations. With the right strategies in place, consultants can be valuable partners in helping your organization achieve its most important goals.

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Planned gifts, especially legacy gifts made through wills and beneficiary designations, should be an important part of any nonprofit’s fundraising strategy. These gifts made from assets rather than cash often become a nonprofit’s largest donations. Even small organizations can benefit since anyone can make a planned gift, regardless of age, gender, or wealth level.

The most compelling reason to focus on planned giving is that donors who make legacy gifts become your most loyal supporters.

According to research by Dr. Russell James, donors increase their annual giving substantially after putting a nonprofit in their estate plan. Their lifetime giving, including annual and planned gifts, far surpasses donors without a planned gift. Cultivating these long-term relationships leads to joyful fundraising for both donors and nonprofits.

How can nonprofits attract these valuable donors?

Start marketing planned giving as soon as possible. While the full benefits may take years to realize, early outreach helps build familiarity and comfort with the concept. Use a simple message focusing on a donor’s values and omit scary jargon. Explain options like wills, beneficiary forms, and gift annuities using terms like “future gift” or “legacy.” Highlight impact by inviting donors to special events.

Communication

Steward planned giving donors well with personal notes, phone calls, and invitations reserved for your most loyal supporters. But never stop communicating or soliciting annual gifts, even for donors in their 80s and 90s. Realized bequests often happen within a donor’s last five years of life, so ongoing outreach is critical right up until the end.

A planned giving program is a long game that requires patience but pays off tremendously. While each donor lost is sad, their legacy can live on through the fruits of their gift. This is the joy of fundraising through relationships that transcend a lifetime. With the right message and highly personalized stewardship, any nonprofit can experience the rewards of planned giving. The key is starting now to build familiarity and make the most of opportunities to create lasting impact.

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Traditional marketing strategies are becoming less effective. Advertising is ignored, fundraising letters go unopened, and digital ads are tuned out. Nonprofits need new ways to connect with donors and community may be the answer.

According to author and marketing expert Mark Schaefer, community is “the last great marketing strategy.” Schaefer argues that community builds the meaningful relationships and trust that nonprofits need to succeed. Community creates ambassadors who spread your mission through word-of-mouth marketing. It provides a space for cocreation where donors shape your work.

But how do you build community with limited resources?

Schaefer recommends starting small by identifying five engaged donors or volunteers. Bring them together in person or online and create opportunities for conversation. Let them shape the direction and activities. As the group grows, elevate members into leadership roles to help manage the community.

Schaefer warns against trying to control the message or measure community like other strategies. Focus on engagement and be present to nurture relationships. Provide “hero products” or experiences that people want to share outside the community. For example, give members exclusive behind-the-scenes access or share impact stories and updates.

Building community requires time and experimentation but the rewards are worth it.

“My community is bigger than my business,” says one executive Schaefer interviewed. “Most people don’t even know I have a business.” A thriving community can become the heart of your organization and a catalyst for growth.

The key is starting small, selecting members who share your purpose, and giving the community autonomy to develop in a way that’s meaningful for them.

With the right nurturing and care, community has the potential for organic growth and impact well beyond any one marketing strategy alone. For nonprofits, community may be the best path to building the lasting relationships that drive progress.

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Engagement is more than a feel-good tactic for nonprofits. Done right, an engagement strategy can directly lead to increased giving and revenue. Fundraisers Ron Cohen and Louis Diez recently discussed data showing how organizations can put a “dollar amount on engagement.”

Cohen shared a story of Wabash College creating memorial book plates to honor deceased alumni. Though the families weren’t asked for donations, many visited campus and became ambassadors for the school. Engagement built trust and spread goodwill, with untapped potential for future giving.

Diez said to “look at your donors and the ones who have given the most. Try to measure how loyal they’ve been.”

Their data shows donors who have given for 6-11 consecutive years typically make much larger lifetime gifts. The more people feel engaged with your work, the more they give.

Cohen and Diez surveyed 9,000 donors and found that those who “meet or discuss the organization at least 5 times a year and always or very often feel valued” gave at rates up to 5 times higher in each giving level. For example, while 0.5% of all donors gave over $100,000 lifetime, 2.5% of highly engaged donors were in this top category. Focusing engagement on just an additional 4% of donors could result in over $1 million in new gifts.

The presenters call this the “X factor”—the potential for exponential growth by engaging the right groups. But engagement is a long game. As Diez said, “It’s not that more of the people who gave $100 last year will give $200 this year. Engagement builds loyalty and trust over years through accountability and transparency.”

While it can be difficult to make the case for investment in engagement, Cohen argues, “it’s just the right thing to do, and organizations need to be trusted in order to be invested in.” By building real relationships with transparency and follow-through, nonprofits can strengthen loyalty, spread goodwill, and see the dollars follow. Engagement leads to giving when done with the right motivations and the long view.

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Fundraising technology expert Cherian Koshy shared a glimpse into the artificial intelligence tools that are enhancing nonprofit practices today on a recent Donor Participation Project session. While AI has been around for decades, new applications are making these technologies more accessible and impactful for organizations of all sizes.

According to Koshy, AI tools can help fundraisers gain valuable time, save money and better understand their data.

Chatbots, for example, can communicate with donors to answer frequently asked questions or help them complete transactions quickly. Descript, an audio/video editing tool Koshy recommends, can create video content from audio or text in seconds. These types of AI allow fundraisers to focus on relationship-building instead of repetitive administrative tasks.

On the data front, AI is enabling more robust analysis without the need for technical expertise. Koshy highlighted a tool that allowed her team to analyze 30,000 emails and gain insight into how subject lines, headers and content impacted open and click-through rates. Such knowledge helps fundraisers optimize campaigns and better engage donors.

AI should enhance, not replace, the human touchpoints in the donor experience.

While AI will continue advancing rapidly, Koshy stressed that human connection and empathy remain crucial to fundraising success. She encouraged fundraisers to consider how AI could benefit both internal operations as well as external relationships before rushing to implement the latest shiny tools.

With AI embedded in many of the technologies we engage daily, nonprofit leaders must recognize both the opportunities and obligations presented by progress. As Koshy noted, AI may soon provide table stakes functionality, but human fundraisers will always be essential to building trust and understanding donor motivation. By approaching AI thoughtfully and strategically, nonprofit fundraisers can utilize technology to forge deeper human-centered relationships. The future of fundraising, it seems, will be fueled by the perfect partnership of human and machine.

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Nonprofit organizations have access to a wealth of data that often goes untapped. While data in CRM systems is useful for reporting, there are many other data sources that offer key insights into donor behavior and preferences. Unlocking “hidden” data from sources like phone-a-thons, email marketing, social media, and events can give nonprofits a competitive edge through data-driven decision making.

Two data scientists and fundraising experts argue that nonprofits should make the case to leadership for investing in capturing and analyzing more granular data. On a recent podcast, Mike Brucek and Erin Moran discussed strategies for unlocking the power of hidden data.

1. They recommend starting by simply requesting data exports from current vendors and systems. For example, ask your phone-a-thon vendor for detailed call records before ending a contract. Having more detailed data—even if outdated—is better than having no data at all.
2. Brucek and Moran also suggest collaborating with leadership to invest in data engineering and science roles. While an annual fundraiser may show ROI within a year, data scientists often need several years to demonstrate value through data projects. Nonprofits should consider data roles as a long-term investment that enables more targeted, data-driven fundraising.

Once nonprofits have additional data in hand, they can build more robust models to determine metrics like donor lifetime value or the likelihood of attending an event. Nonprofits can also use data to personalize the donor experience through customized communication and more relevant engagement. Partnerships with data-focused vendors may help nonprofits that lack internal data expertise.

Unlocking hidden data is a first step towards gaining a competitive advantage.

Nonprofits that are able to leverage detailed data to its full potential will be poised to build data-driven fundraising programs focused on meaningfully engaging the right donors in the right ways at the right times.

Overall, nonprofits must make the case that an investment in data is an investment in their mission and financial sustainability. The future is data—and nonprofit organizations cannot afford to be left behind.

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