As we are heading towards the end of 2021, it will be exciting to learn on what experts see as the top 10 nonprofit industry trends in 2022. This will help nonprofits to better plan for their nonprofit marketing, fundraising, technology, volunteering and partnerships.

Here are the 2022’s top 10 emerging trends in the nonprofit sector:

1. Future of Events will be Hybrid

Virtual/online events have become a new normal during the global coronavirus pandemic. Thanks to remote working tools and platforms like Zoom, Google Meet, Microsoft Teams, etc that allowed attendees to participate remotely and keep them safe.

We are hearing news that in-person/physical events are likely to pick up again in 2022 because of the slowing down of coronavirus. However, this doesn’t mean that digital events are going to go away and nonprofits will return fully to in-person events.

After experiencing the true potential and cost benefits of running digital events, the future of nonprofit events will be “hybrid”. By setting up a hybrid event, it will allow both in-person and online attendees to participate making it agile, flexible, affordable, and reach wider audiences. In some cases, you may not even require additional tools that you might have invested during the coronavirus lockdown.

2. Generation shift in volunteerism

As per Fidelity Charitable report, 66% of volunteers have decreased the amount of time they volunteer or stopped entirely due to the pandemic. This clearly indicates the decline in volunteerism and how it has impacted the basic operations of nonprofits and their mission.

However, in recent years, we see that Gen Z and Millennials are more passionate and more likely to engage as volunteers. The best way to attract this generation of volunteers is to focus on their individual skills, get engaged on social media (as they are highly active over there), and share your impactful story.

3. Social Media continues to dominate

There has been an exponential rise in the use of social media by nonprofits during the Covid times for spreading awareness, expanding audience reach and raising funds online. No non-profit organisation today can afford to ignore social media as a part of the overall marketing strategy.

4. Mobile Giving is gaining popularity

Everyone uses smartphones these days. If you wish to raise more funds with ease, there is no better way than Mobile Giving. It makes donation easy which can be done anytime, anywhere with very little effort.

As per Double the Donation nonprofit fundraising statistics,

  • Half of all nonprofit website traffic last year came from mobile and tablet users. The number of donations completed through desktop browsers decreased by 10%.
  • Online donation pages had an average conversion rate of 8% on mobile devices last year, but the number of transactions completed through mobile devices increased by 50%.
  • The average gift by mobile users is $79

It’s important for nonprofits to consider Mobile Giving as a part of their overall fundraising strategy as it is continuously gaining popularity over online giving.

5. Cause marketing is on a rise

We see a sharp increase in cause marketing due to Covid-19 since 2020. It’s a mutually beneficial partnership that allows both nonprofit and for-profit organisations to reach an entirely new audience. Cause marketing for nonprofits can reap great benefits if they tie up with the right for-profit business as a partner. Otherwise, it can even damage the reputations of both, especially for nonprofits, it will be more difficult to recover.

6. Use AI for nonprofit recruitment & fundraising

These days more and more nonprofits are using AI tools for recruitment and fundraising as it has become affordable and very easy to use. Nonprofits are witnessing the true potential of AI technologies during the coronavirus pandemic with smart and useful insights to help improve the fundraising returns. Through its smart segmentation and list generation strategies, nonprofits are able to save a lot of time, retrieve accurate and effective information and work more smartly.

7. Video Marketing is not optional

Video marketing is booming in 2021 and it is expected to grow further in 2022. Today, video is an integral part of any digital marketing strategy. For nonprofits, it has become a primary channel for reaching their awareness and fundraising goals. Videos have a great potential to gain more engagements and donations than any other content type on social media. There are many free and inexpensive tools available to help in creating and compelling and shareable videos quickly.

8. Take a Mobile-First Approach

As of July 2021, 56.75% of global internet traffic is mobile. More than two-thirds of the world are using mobile phones, with smartphones accounting for almost 4 in 5 of all the mobile handsets in use today. Mobile internet usage surpassed desktop internet usage for the first time in the year 2016. The number of smartphones in use is growing at an annual rate of 5.6 percent, with an average of close to 1 million new smartphones coming into use every day.

What this means is that it’s now time to rethink your website design strategy. Should you choose website design to be responsive or mobile-first web design?

Nonprofits can take a mobile-first approach after learning about existing website visitors, segmenting them based on your organisation goals and what devices are they using. If it is inclined towards mobile devices, then it makes sense to adopt the “mobile-first” approach. Audit your website for mobile-first and optimised for fast loading, search friendly and high conversions.

9. Continue using Email Marketing

Email marketing is still relevant today and has been very effective for nonprofits when it comes to fundraising. Many donors prefer an email from nonprofits and get inspired to give again after they receive emails. It’s a proven marketing and cost-effective strategy that helps to build relationships with supporters, convert one-time donors to recurring donors and raise brand awareness.

10. Use of Data Analytics tools

Like any other business, nonprofits are actively using data collection and analytics tools these days. Data analytics helps nonprofits to streamline operations, increase donations, maximise resource utilisation and conduct better outreach. So, it is in the best interest of any nonprofits to make use of some data analytics tools to help make better decisions.