The increase in online giving highlights the need to improve the online giving experience to attract and retain donors. Building an online experience that that drives engagement is now critical to success. We can learn from online retailers in how successful fundraising should look online. Peloton and Apple are two consumer product companies that thrived during the pandemic in large part by providing users with an online experience that can successfully stand in for the real physical experience.
Fundraisers are selling a mission, not a consumer product, but the same concept applies. Instead of showcasing products in a clear, beautiful and informative way, fundraisers can focus on humanizing and simplifying the digital giving experience to cultivate donor generosity. The quality of the online experience will be a key factor in successful fundraising in 2022 and the years to come.
For organizations that utilize phone for solicitations, remote calling capabilities proved to be invaluable in 2020 and 2021. If your organization previously engaged in on-site calling prior to the pandemic, teams were forced to reconsider their calling strategy in the wake of stay-at-home orders and remote learning. Software and service providers that could manage this transition aided fundraisers in continuing their mission-critical fundraising activities.
As we head into 2022, the online giving experience and remote calling capabilities will be important drivers of fundraising success even after COVID-19. Shift is here to help as as you tackle a fast-changing fundraising environment. Good luck!