Top 3 Charity Trends in 2013

Here are the top three trends to watch for in the charitable world in 2013.

1. Fundraising will see a renewed focus on major gifts and individual donations in 2013.

The last few years have seen (and even demanded that) organizations seek new and innovative funding models.  The phrase "revenue diversification" has become overused as charities have sought more corporate funding, initiated social enterprise and enhanced their on-line campaigns, sometimes all at the same time. But the fact remains that the majority of charities still raise the majority of their funds through individual gifts, including major gifts.  2013 started off with a great example: the biggest-ever private gift for cancer research in Canadian history. My prediction is that we'll see a "return to basics" as charities prune back some the less successful initiatives of the last few years.

2. Fundraising will see significant innovation in terms of leveraging technology and on-line giving in 2013.

I remember the first time I received an e-mail from a friend that had a link to an individualized site where I could donate to support them in climbing the CN Tower. At the time it seems quite remarkable... But that was many years ago. My own Movember campaign raised a bit less this year than last, and others I know had the same experience. Yet the web and on-line giving is nothing if not flexible and innovative. My first prediction notwithstanding, I believe that we'll see memorable and innovative new ways to leverage technology in support of philanthropic efforts in 2013.

3. There will be even more new faces leading charities in 2013.

Partly due to demographics, partly due to the ever-increasing challenges facing charities, and partly due to new and more complex expectations of leaders of charities (ONCA, CNCA, AODA, etc.), I have the sense that new leadership will be a theme this year. This isn't a new trend, just one that I believe will accelerate, and a quick review of the Charity Village and LinkedIn job postings would seem to support this belief. My prediction is that we'll see even more postings and a number of long-standing roles change in 2013.

I’ll keep you updated on examples and stories behind these trends all year, and check back in 12 months to let you know how accurate I was.

Top 5 Reasons Why Charity Marketing Is Different

When the same questions come up several times in a short span of time it usually means it's time to write about the topic. In this case both with clients and friends the topic of charity advertising came up, particularly with respect to why it looks like it does, and why in particular it can be so "edgy", so provocative and (for better or for worse) so memorable?

In no particular order here are the top 5 reasons why charity marketing can be so different:

1. Charities want to break through the other "noise" of all the other advertisers but don't have the financial resources to do so with the purchase of large media weights. And even if they did have the funds for large media buys it might not be advisable to do so. So charities need to be innovative, "edgy" and perhaps a little provocative just to stand out and break through.
2. Charities are passionate about their cause. This creates a sense of urgency and almost a feeling of "we've got nothing to lose" in terms of inspiring new donors and prospects to respond and share the sense of urgency. Obviously this creates a willingness to consider more provocative messaging.
3. Charities are often not as bound by a particular "brand image" than traditional advertisers. Tide, Cheerios or Pampers would take a long time to consider significant changes to their media messages, but charities are less locked-in and willing to try a new direction after one campaign has ended.
4. For charities that can afford (or have donated) advertising agency / professional creative support, charity ad campaigns present a great opportunity to showcase new thinking for that team. The same sense of mission that motivates the charity often infuses the creative team and results in truly memorable work.
5. The corollary of the first reason (breaking through the "noise") is that with limited resources charities are forced to be creative in the ways they communicate.  If you don't have much money then by definition you will seek new ways to market your message - after all, necessity is the mother of innovation.

So in the end, charity advertising looks often looks so different simply because it has to!