This past week’s reading series was a year-end review of 2014 and what to expect in 2015 in terms of Nonprofit. It was only appropriate to talk about the biggest trends of 2014 and how it will affect 2015 as this week transitioned from 2014 to 2015. Of course I had to start the week with Nonprofit Times, “Big Donors Want Self-Sustaining Projects”. People are giving more than ever. Including the wealthy! From ALS Ice Bucket Challenge to #GivingTuesday, 2014 was a HUGE philanthropic year with innumerable successful campaigns which contradicts the prominent notion within any nonprofit community that people do not give enough. According to the Wealth-X and Arton Capital Philanthropy 2014 Report*, United States has the most number of billionaires of any country (571) and New York City having the most number of any city (103). The number of billionaires are exponentially growing with 155 new ultra high net worth individuals just from 2013-2014 in the world. United States is the most philanthropic country; “most numerous, most generous, and most frequent donors […] with assets between $30 million and $49 million donated $60,000 annually, and the average American household, donated $3,000 annually.” with the most number of billionaires donated up to $100 million. Point is, we all give when we can! You can watch Wealth-X and UBS Billionaire 2014 Census* video summary below:
On Tuesday, I shared two articles about #GivingTuesday (see what I did there?) #GivingTuesday actually intrigued me a lot when I first heard about it and made me wonder, “Why haven’t I heard of this before?!” Ha, it was because 2014 was the first ever #GivingTuesday and let me just say on record– whoever conceived this hashtag is an absolute GENIUS! By integrating social media with charitable giving during a holiday season, #GivingTuesday increases awareness, provides participatory activity, and enhances the season of giving!
Let’s face it– hashtagging is never going away. I may not be old enough to say, “kids these days…” but I am old enough to say, “#I #Remember #When #The #Internet #Didnt #Look #Like #This.” However, an effective, spreadable, catchy hashtag such as #GivingTuesday can and will spread like wildfire and you’ll be glad you know how to use the Internet.
#GivingTuesday obviously took notes from the ALS Ice Bucket Challenge. ALS Ice Bucket Challenge was popular for one, and one reason only. It was fun to tag and be tagged to do a challenge. Even if a person could not donate, most people participated in the challenge just to play along. So when #GivingTuesday was paired with #UNselfie (a selfie taken after making a donation to a charity of choice) it helped further increase awareness. People all over taking selfies (which is, not out of the ordinary and easy to do) were able to participate by boasting about their “UNselfie-ness” while still raising awareness for #GivingTuesday.
‘Tis the Season
My nonprofit experience is somewhat limited to only theatre organizations and winter is typically dead for theatre. Typically, because unless you are doing a holiday show, few are going to come, and there can only be so many A Christmas Carol or Nutcracker performances by different companies in the same city at the same time before it gets ridiculous. This leaves many theatre organizations to either do small readings/performances, take a hiatus, or do a fundraiser. Money is particularly tight during this time because of the competition for entertainment during the holiday season. However, because of Thanksgiving, Black Friday, Cyber Monday, people are still in the mood to give. The timing is perfect, and since #GivingTuesday is online, there is low risk and low-cost. If you ever wanted an excuse to make an ask during December, #GivingTuesday is your golden ticket to jumpstart into the new year!
Read Network for Good’s in-depth look of organizations successfully utilizing #GivingTuesday here. And, in case I have not convinced you about the greatness of #GivingTuesday, read SteamFeed’s How to Create a Successful Social Media Giving Campaign in December.
On Wednesday, I shared an infograph covering 20 Marketing Statistics that will Influence Marketing Trends in 2015. While the infograph is pretty straightforward– I will say one thing about it– “33% of traffic from Google’s organic search results go to the 1st item listed”. This actually surprised me, considering I used to work for an independent contractor to Google evaluating result relevancy for user input queries. I thought more than half the people would click the first result to their query with the assumption that it was most “relevant” so, I found it interesting how people are becoming so Internet savvy that SEO and custom content is more important than ever. Along with the 20 marketing stats that will influence trends in 2015, I highly recommend this article about “5 Marketing Trends for 2015 You Can’t Ignore*” and of course, Thursday’s article about Top 10 Major Donor Fundraising Trends for 2014 -2015 which lays out plain and simple what donors want, and how to approach them.
On Friday, I shared Philanthropy’s article about Obama’s 2015 budget and implementing a 28% tax deduction cap. This article was written March 2014 and unfortunately upon further research I could only find articles written around the same time, if not earlier in 2013. Since I have not found an article stating the contrary, I am assuming that this is still a reality. All the articles shared throughout the week boils down to this. After so many sources saying 2014 was the year for donations, I wonder how this tax deduction cap will affect giving. Some suggest it could cut $9.4 billion from charities.* Though “the limit would only affect people whose incomes are in the top 3 percent,” the top 3 percent typically give more to charities than what their real estate assets cost and that is indisputably generous– even Top 10 Major Donor Fundraising Trends says mega donors are making a comeback! So, why are we hindering the ones who give the most? Referring back to Monday’s Nonprofit Times article, “Philanthropic bequests are expected to reach $86 billion in the next 10 years”, will this still be expected if ultra high net worth individuals are only able to get up to 28% of their salary deducted? I don’t know. Having a minimum percentage to get a deduction doesn’t seem to make much sense either. I guess I would have to agree with chief executive of the Council on Foundation, Vikki Spruill in the Philanthropy’s article, “This is an ‘if it ain’t broke, don’t fix it’ situation.”
Thanks for reading with me!
Want to discuss? Have ideas/suggestions? Leave a comment below, or tweet me @andreayhuang.
“Big Donors Want Self-Sustaining Projects”- Nonprofit Times
Wealth-X and Arton Capital Philanthropy 2014 Report (*Additional material, mentioned in post.)
20 Marketing Statistics that will Influence Marketing Trends in 2015 – Nonprofit Hub
5 Marketing Trends for 2015 You Can’t Ignore – Nonprofit Hub (*Additional material, mentioned in post.)
“Obama 2015 Budget Would Cap Charitable Deduction at 28% for Wealthy” – Philanthropy
“Deduction Cap Would Cut $9.4 Billion from Charity” – Nonprofit Times (*Additional material, mentioned in post.)
NEXT WEEK: What NOT to do in Nonprofit.