As 2020 came to a close, fundraisers were increasingly confident they would reach their year-end goals — even as many expressed uncertainty about 2021. That’s according to a survey conducted in December by the Association of Fundraising Professionals.
In late November and early December, the fundraisers’ group asked its members in the United States and Canada how optimistic they were in various aspects of their fundraising and what trends and challenges they see ahead. The results draw from 454 responses. The group conducted a similar survey in September.
Optimism that they would reach their 2020 fundraising goals grew slightly from September to December. Participants were asked to rate their confidence on a scale of one to 10, with 10 being “most optimistic.” Fundraisers grew in optimism from an average of 6.52 in September to 6.98 in December. They also became increasingly confident they would raise more money in 2020 than in 2019.
Respondents were also increasingly optimistic that donors would be receptive to their communications. Their confidence level grew from 6.75 in the first survey to 7.38. When asked about their confidence in finding fundraising success in 2021, respondents were generally optimistic, recording an average of 6.47.
“We need to understand that while different confidence measures increased, we have yet to turn the corner,” said AFP president Mike Geiger. “Many charities will continue to face very stiff fundraising challenges into 2021 and possibly beyond — we are not out of the pandemic woods by any stretch.”
The survey asked participants to share their thoughts on the fundraising environment and the pandemic’s impact on giving at year end. The responses paint a mixed picture.
“As hard as this year has been, I think next year is going to be even more devastating,” one fundraiser at a theater company wrote about 2021, citing decreases in support from local governments, individuals facing economic hardship, the potential for more businesses to fail, and the continued inability to gather in person.
“With all of our major donors tapped out, it will be difficult to sustain this level of fundraising,” another wrote. “We will need to be creative to keep the momentum up since, like all of us, we will have a slow ramp up to former revenue levels,”
Other fundraisers were more optimistic. “We were very fortunate that our virtual events brought in the same or more funds raised than in previous years with little to no overhead costs,” one wrote. “We are seriously considering offering hybrid events moving forward.”
Fundraising Priorities
The survey gave fundraisers a list of potential focus areas and asked to which three they would devote increased effort over the next three, six, and 12 months. More respondents cited donor retention and stewardship than any other option — an average of 60 percent selected it as the most important area over all three time frames.
Major gifts were also important, with more fundraisers prioritizing big-gift fundraising in the latest survey than in September. More than half of respondents selected major gifts as a priority over the next three months, 61 percent over the next six months, and 64 percent over the next year.
Online and email solicitations were another top priority for fundraisers, although respondents were less likely to say they would remain so as 2021 progressed.
“There’s no ‘one size fits all’ solution to our fundraising challenges,” Geiger said. “That means that charity leaders need to be supporting fundraising staff with resources, tools, and even mental and emotional supports so they can reach the goals needed in 2021.”
