Venerable nonprofits like the United Way and the American Red Cross, long reliant on mass marketing, workplace collections, and other traditional solicitation strategies, are pivoting to online appeals to attract millennials who are “rewriting the rules of fundraising,” Adweek magazine writes as part of a special report on trends in cause marketing.
While many of the country’s most iconic charities have seen fundraising stagnate in recent years, digital-age groups such as Charity: Water have grown rapidly, drawing younger donors who gravitate to new giving platforms and tend to support causes rather than institutions. Playing catchup, legacy nonprofits are ramping up efforts in crowdfunding, mobile, and other digital modes of giving.
Among other topics, the Adweek package also looks at how the ALS Association is following up on the blockbuster success of 2014’s viral ice-bucket challenge and major corporations lending their brand power and financial clout to progressive causes like the battle against state laws limiting legal protections for sexual minorities.
Read a Chronicle of Philanthropy special report on the best online-fundraising tools and tactics used by Charity: Water and other digitally savvy nonprofits.