Soapbox Engage Blog

Many analysts, experts, and nonprofit leaders are working hard to predict the trends that will dictate the nonprofit world in 2022. After two years of unpredictability and a sense of uncertainty, many are eager for some semblance of stability.

While we can't promise (or predict) that things will return to "normal" in 2022, paying attention to these nonprofit trends can set your organization up for greater fundraising and a bigger impact. Here are seven nonprofit industry trends we think you should pay attention to (in no particular order).

Table of Contents

1. Hybrid and virtual nonprofit events are here to stay
2. Broader acceptance and solicitation of cryptocurrency donations in 2022
3. Corporate social responsibility continues to gain traction
4. Video marketing will be an essential part of nonprofit fundraising
5. Data analytics tools are essential for nonprofits, too
6. The Great Resignation could be a nonprofit's opportunity to attract talent
7. Email marketing is still effective for nonprofits in 2022

1. Hybrid and virtual nonprofit events are here to stay

Now that everyone's comfortable with the technology, virtual and hybrid nonprofit events are likely here to stay. People now work from home and connect with friends and family via Zoom, Google Meet, Microsoft Teams, and even Facebook.

Though in-person events are likely to pick back up in 2022, it's hard to imagine digital events fading away. People are now accustomed to the convenience of logging into an event or gathering from the comfort of their own homes.

There are also too many advantages of hybrid events for nonprofits. Charities appreciate having events with lower overhead costs and more opportunities to reach wider audiences with every event.

According to studies, 89% of nonprofits have already shifted their digital engagement strategies in the last year to accommodate these trends. Organizations that want to keep up and remain competitive will do well to embrace the digital trends and include hybrid or virtual events.

2. Broader acceptance and solicitation of cryptocurrency donations in 2022

Despite the risks for both donors and organizations, look for a rise in cryptocurrency in 2022.

For nonprofits who receive cryptocurrency donations, the value is easy to know. However, cryptocurrency remains more volatile than almost any single stock. That makes it difficult for the donor to commit to a fixed amount, and there's certainly a risk for the receiving organization. (A crypto donation might be worth $2 million one week and a few hundred thousand just a week or two later.)

On the other hand, cryptocurrency donations can present more convenience for international aid organizations who might want to receive donations from many countries. It can be simpler to send cryptocurrency internationally and track it accurately.

So, while your nonprofit might not be ready to accept cryptocurrency donations yet, be prepared for broader acceptance of these types of contributions. Don't be alarmed if peer organizations begin soliciting crypto donations, too.

3. Corporate social responsibility continues to gain traction

Many factors can influence corporate philanthropy, from market conditions and the regulatory environment to the US gross domestic product (GDP). If these trends continue, 2021's positive GDP and corporate pre-tax profit growth should lead to an increase in corporate giving in 2022.

Additionally, many corporations are creating formal giving programs, corporate donor-advised fund programs, and other funding strategies for qualified charities and organizations. This is part of the general rise in an emphasis on corporate social responsibility (CSR).

From diversity, equity, and inclusion to environmental activism, corporate social responsibility is re-emerging as a driving force behind corporate giving. It's a form of international business self-regulation in which companies strategically work to operate in ways that enhance rather than negatively impact society.

More businesses are starting to measure success beyond the bottom line or profit-loss statements, and consumers increasingly expect this form of accountability and social good. Many experts anticipate this trend will lead to greater corporate involvement in charities and nonprofits–whether it's through charitable giving, volunteerism, or other partnerships.

4. Video marketing will be an essential part of nonprofit fundraising

Video marketing boomed in 2021 and is expected to continue growing in 2022. Many businesses consider video marketing an integral part of any digital marketing strategy. Wise nonprofits will follow this trend and use video marketing to reach current and new audiences to raise awareness, advocate, and fundraise.

Videos can be powerful storytelling tools and have the potential to garner more engagement than other types of content on social media. And with many free or inexpensive tools available to create good quality video content, almost anyone can quickly create a compelling and shareable video.

If your nonprofit doesn't currently use video in your marketing and fundraising, 2022 is a great year to begin adding it to your plan.

5. Data analytics tools are essential for nonprofits, too

Businesses have been using data analytics tools for years. Nonprofits are adopting these powerful tools to streamline operations, increase donations, and maximize the use of resources. Many experts say it's in the best interest of any nonprofit to incorporate some kind of data analytics to help make better decisions.

Nonprofits also find that data-driven decisions earn and deepen the trust of stakeholders. More donors and investors want to know how funds are spent, and the best way to demonstrate that is with data-informed decisions.

Thankfully, Salesforce announced a new partnership with Amazon Web Services to allow nonprofits to access better analytics and integrate it with their CRM system! There is no need to hire a custom developer to customize your external data storage solutions.

6. The Great Resignation could be a nonprofit's opportunity to attract talent

2022 will be the year of investing time and resources into your staff, volunteers, donors, and other stakeholders. There's a lot of buzz around the "Great Resignation," and the nonprofit workforce is still recovering from the 2020 impact.

Many labor markets (including nonprofits) are experiencing shortages and having difficulty filling positions. Experts are recommending nonprofits consider looking for skilled candidates outside the nonprofit industry. Many talented people with valuable skill sets are leaving long-held jobs searching for better work environments or more meaningful work. Your nonprofit can take advantage of the Great Resignation to retain and attract top talent!

7. Email marketing is still effective for nonprofits in 2022

Even with the popularity of social media and the rise of new marketing trends like video marketing, email marketing remains relevant and effective for nonprofits, especially when it comes to fundraising.

Many supporters prefer an email from their favorite nonprofits, and they actually get inspired to give again after receiving a well-written email. It continues to be a proven and cost-effective marketing tool that builds trust, increases brand awareness, and brings in donations.

While it's impossible to accurately predict the future, keeping an eye on these key trends can help you navigate these chaotic times and better plan for marketing and fundraising success in 2022 and beyond.

Now that you're ready to keep up with the critical trends of 2022, here are three more resources to help boost your fundraising.

• 6 Peer-to-Peer Fundraising Mistakes to Avoid: Peer-to-peer fundraising campaigns have practically become a staple in the nonprofit fundraising strategy "playbook." Now that COVID-19 pushed even more fundraising activity to online and virtual platforms, nonprofits are becoming increasingly reliant on this fundraising style. But like all strategies, peer-to-peer fundraising does have a few pitfalls to avoid. Check out these common mistakes so you can enjoy more tremendous success with your next P2P fundraising campaign.
• 5 Benefits of Recurring Giving Programs for Nonprofits: Online fundraising systems make recurring giving convenient and accessible for nonprofits and donors alike. In fact, they've practically become a necessity in fundraising to cultivate more stable, year-round revenue streams. This blog explores some of the top benefits of recurring giving programs for nonprofits.
• Major Gifts and How They Fit in Your Fundraising Strategy: Major gifts are essential because they're the largest contributions you receive from individual donors. This guide discusses how to locate and solicit major gifts from your supporters and how to continuously source new major donations to continue growing your fundraising program as a whole. It's a valuable read whether you're just starting your major gifts program or you'd like to expand your existing major gifts fundraising.