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Convio has just announced its key predictions and expected trends that will have the biggest impact on the nonprofit sector in 2012.  Check out their findings below:

(1) Online and New Media Channels Will Continue To Extend Their Influence

• Based on Convio’s 2010 holiday giving survey, online fundraising was up 40 percent from 2009. Online will continue as the fastest growing giving channel.
• Online’s influence outside of transactions is growing as older donors engage in web-based communications and advocacy.
• Acceleration in new media channels and devices (social and mobile) will have significant increase in material importance for nonprofits. For example, recently a Convio client found that 15 percent of direct respondents to a specific TV campaign accessed the nonprofit’s website via a mobile device.

(2) Peer-to-Peer Engagement Will Play An Expanded Role 

• Direct communications by nonprofit organizations will have less impact on the giving decisions of donors than in years past.
• Donors will increasingly rely on referrals and guidance from friends, family and co-workers to make decisions, particularly the younger generations.
• Nonprofits will want to tap their most vocal and loyal supporters to be active promoters.

(3) Donor Fatigue Will Be More Pronounced 

• Information overload will continue as individuals receive mail, email and other communications from marketers with increasing intensity, making it challenging for nonprofits to have their messages heard.
• Text messages, RSS feeds, tweets and Facebook posts only compound the problem.
• Tailored communications that resonate with donors will be critical.

(4) Supporters Want To Control Their Experience 

• Nonprofit supporters want to be able to define and customize how they are communicated to (e.g. go paperless, set frequency of emails and filter for content).
• The burden of expectation for nonprofits is being set by the for-profit sector.

(5) Integrated Marketing Will Rise To New Heights 

• Multi-channel marketing will have an increasingly significant role in driving integrated marketing tactics as nonprofits rely more on various channels to deliver their communications.
• Strategic communication efforts that are consciously coordinated, orchestrated, and targeted – based on particular audience segments and their individual preferences – will become more prevalent.

Source: Convio Press Release