Giving: The New Taking?
- Wed, July 29 2009
- Filed under: Marketing essentials
So says Trendwatching. Here’s the logic. People are disgusted by the forces that led to the recession. They are seeking authenticity and meaning. Which is making giving the new taking:
Passionate, empowered individuals (if not entire generations) being more willing and able to give, to share, to collaborate; to be more ‘generous’ in many ways. Which in turn has made generosity one of a new set of status symbols… The most important driver behind GENERATION G is a wide variety of consumers and citizens being more generous. We’re talking the collaborative / free / creation / crowdsourced / gift / sharing movement that—especially online—has unlocked in entirely new ways the perennial need of individuals to be appreciated, to be loved, to feel part of the greater good, to contribute, to help… To basically find status and gratification in something other than consuming the most or the best.
I find this concept intriguing, and there is plenty of evidence in the growth of social networks that we are sharing more than ever - and sometimes oversharing.
Don’t think this means the dollars are going to start rolling in.
It actually means more work. You need to be generous too. You need to make your donors feel seen and heard. The days of monologues are past. Think conversation, not conversion. Read all the tips for companies. I think for nonprofits, this means:
1. You need to make donors feel included in your organization and how it conducts itself.
2. Make it easy and convenient to support you.
3. Make your donors feel very appreciated. You don’t have to buy them lattes, but at least thank them profusely.
4. Let your donors support you the way they want. Let them decide how and when they want to hear from you.
The payoff? Trendwatching says for companies it is:
It doesn’t hurt that in turbulent times like now, generosity will find an extra-appreciative audience, and certainly won’t be forgotten. Not only will your customers be more appreciative, they’ll also return your favors by being more willing to spread the word about you. And being more willing to collaborate with you, co-creating or co-inventing or co-improving. Which would get us to CUSTOMER-MADE. See, we told you this would be an umbrella trend. And last but not least, to manage a company with a caring, generous mindset can actually be good for your soul, too
Dear nonprofits, I think the same applies to us.
Comments
Hear, hear, Katya! It’s all about being customer-centric.
Non-profit organisations can certainly “profit” from the disgust people have of the dirty principles which have lead to the crisis (like the financial sharks and so on) but I would also suggest taking into consideration another aspect: real and honest NGOs should try to differentiate from bad, false NGOs as well and let the present and potential donors let know. Otherwise they are going to put everything in the same basket..
Moreover, on the otherside (like it is also said in the next post..)generosity can certainly be affected by the recession, having people less means at their disposal..
I agree that in these times, giving to non-profits is even more appreciated than ever before. More people need help and I think that those who can provide some financial support for non-profit organizations are vital in this economy. Even though there is, in general, less to go around, people who choose to share what they have are truly heroes for those who are in need.
Blogs are a great way to recognise those who help in any way they can, and they are a great tool in getting the word out on new services and needs by non-profits. I believe the power of the internet is vital in the success of any non-profit organization.
Sending a simple thank you card to donors will show them you truly appreciate their donation. You could also send free newsletter via direct mail. The newsletters could let donors know how their donations have helped.
Robert here from VolunteerMatch. Had to weigh in on this fascinating topic. I actually believe this trend, which we see in abundance these days at VolunteerMatch, has far more relevance for those in the time-giving business (ie, volunteering and service) than for fundraisers. In an era of distrust and disgust, nonprofits DO need to worry that their fundraising appeals might be taken the wrong way. That’s where service should come in. My sense is that this is a trend that’s about people recognizing that the kind of change they’re truly looking for is well within their grasp. It’s available to all. It’s unmediated. You don’t really have to click on anything if you don’t want to, and you certainly don’t need to use your credit card. All you have to do is want to get involved. Can nonprofits effectively harness all this interest to more effectively meet their missions even as fundraising stays flat or declines? Remains to be seen. We’re doing our best at VolunteerMatch. Love to see more on this topic in the future. Keep up the good work!