With over 20 years recruiting for the sector, many ask us what has been one of the greatest change-makers over this period of time?
The answer is technology and the all-important digital footprint.
There is no doubt that technology defines how Talent engages with an organisation and how an organisation engages with Talent. Tech goes hand-in-hand with Talent attraction and engagement. It is critical in communicating values and mission and can be achieved efficiently and effectively across multiple platforms.
Rusher Rogers – Sourcing, attracting and hiring the best high performance employees for Non Profits since 1996
So technology is definitely a change maker and the NFP sector is not on its own in this. Technology has changed the way Talent is attracted to an organisation but also in how Talent is engaged by an organisation and that connection is retained. But is digital just the latest shiny new thing? Is there is substance behind the demand for digital fundraisers for example? Could this just be a distraction or is this the direction fundraising needs to take? So many questions and if you go online in search of the answers there are so many different opinions……
“Tech is #Trending”
If you believe the pundits you may as well give up fundraising now if you do not have a digital presence. Tech is #trending. Everything from EDMs, crowd funding, being mobile enabled to accurately interpreting your data and social media. SEO, segmenting and analysing has never been more crucial to success in raising revenue or getting a return on your investment. Having the right online platform and delivery channels is key, as well as having all the bells and whistles around your online presence. So if you believe the hype, the way to go is digital isn’t it?
I was interested in getting to the bottom of this so I went and talked to some experts in the sector and here’s some of what was shared……
There is no doubt that being a tech savvy fundraiser will give you a distinct advantage, but old school fundraising is not dead. Statistically, those who consistently give are not primarily your tech savvy Gen Y’s or Millennials, but predominantly in the 65’s and over demographic. A campaign delivered by Australia Post has cut through all the traffic directed at us by using algorithms that decide how we are ‘sold to’ online. Long term donor retention seems to depend on the tactile experience of receiving something in the mail. Even more so if it has been personalised as it’s a real highlight amongst all the bills and advertising material that appears in the average letter box. The digitally fluent amongst us may respond well to an activity based event like the Colour Run or CEO Sleep Out, but stats show these may be one-off events at best. Despite their best intentions, any ongoing commitment to giving has to compete with all the other demands made upon a Millennial or Gen Y’s pay packet.
So what does this tell us?
The fundraising strategy of a successful campaign will focus on the generation that is most likely to give consistently and generate the highest return on investment, as opposed to depending on a flash-in-the-pan group. It appears that for the moment focus will stay on attracting the baby boomers and beyond, as fundraisers work towards their ultimate goal of securing a bequest. So while being tech savvy is certainly significant, it cannot be at the expense of a personal connection. The ability to build relationships, tell meaningful and compelling stories and provide opportunities to enable donors to be involved are qualities that can be supported by a digital presence but cannot be replaced by digital alone.
“While being tech savvy is certainly significant, it cannot be at the expense of a personal connection”
Let us demystify all things digital and understand how technology can transform your organisation and attract both Talent and Donors alike.
Visit RR on stand 25 for a free consultation with George Leighton, our Digital and Social Media expert and your chance to WIN one of 5 Digital/Social Media health checks for your organisation.