Thursday, January 5, 2012

Survey: 'Engage' to Avoid 2012 Fundraising Stall

U.S. fundraising appears headed for a stall in 2012, according to a survey by U.S. agency Fenton and research firm GlobeScan. The firms questioned U.S. and U.K. donors of at least $20 to charity in July 2011. The survey found 65% of U.S. respondents planned to hold their giving to the same level in 2012, and 17% planned to cut donations this year. How can nonprofit marketers escape 2012 doldrums? While traditional media was rated as the best way to attract new donors, social media was seen by existing donors as an important way to prime the pump, epecially if the nonprofit can engender passion for its cause and trust in its management. Rob Anderson, managing director of Fenton’s New York office, commented: "In today’s economic climate, nonprofits and charities must effectively engage people on the impact and timeliness of their work to stand out from the pack and raise the level of trust and support from existing and potential donors. These findings confirm that, if they haven’t already, nonprofits and charities must adapt to the age of engagement." For survey details, see donors.http://www.fundraising.co.uk/news/2011/12/06/us-and-uk-donors-039plan-give-same-or-less039-charities-2012

Tuesday, January 3, 2012

2012 Doomsday? Not for E-mail, Says Expert

The end of the Mayan calendar in 2012 may spell doom to some -- but not for e-mail marketers, opines e-mail expert David Daniels in his forecast column for ClickZ.com. He predicts that e-mail marketers will continue to profit in the year ahead, but bottom-line pressures will mean a new focus on behavioral segmentation, on cross-channel success measurement, and on the penalties of beating dead-horse e-mail files. Marketers will also have to keep an eye out for more sophisticated hacker attacks as well as election-spurred legislation to address cyber-security. For his complete forecast, see http://www.clickz.com/clickz/column/2134717/2012-email-marketing-predictions