The importance of data and lead generation
The increase in digital activity is generating great concern about ethics in the processing of personal data. And this trend will increase in the future. People expect their data to be protected and they want to know how it is used. In addition, regulations are increasingly restrictive in terms of the ability of organizations to keep and use them. Therefore, in 2021 protecting the privacy of the people who interact with us on the digital channel will be even more important.
On the other hand, non-profit entities have discovered that capturing leads through the digital channel is an extraordinary tool to grow and improve their capacity to attract resources. And this will be one of the strategic lines that will increase its relative weight within the mix of fundraising actions of organizations.
The increase in the volume and sources of data that organizations will experience will make them need to rethink their information systems. They will need to integrate different environments and specific tools to manage the relationship with their social base such as CRM applications (Customer Relationship Management).
More opportunities with brands
Digital consumption is making brands increase his public position on big issues of social justice, sustainability, and ethics. The digital consumer is a more informed, proactive consumer who is shopping more consciously and has power over where and how they spend their money. And this type of consumer expects brands to do more than just public relations. He hopes that they are consistent, that they are transformative, that they do not turn their back on social problems. In this way, brand positions are increasingly explicit and resounding in the area of corporate social responsibility.
Third sector entities will take advantage of this growing receptivity of brands to establish agreements that allow them to increase the capture of private resources and raise awareness in society with the great challenges that lie ahead.
Well trained for the future
2020 has shown that entities have a great capacity for adaptation and resistance. And it has also caused them to start, or accelerate, in their digital transformation process, especially significant in terms of communication and digital fundraising. 2021 gives us the opportunity to take advantage of this circumstance and take a definitive step towards digital that will bring us many good news and benefits: it will facilitate the relationship between entities and the social base, it will help to improve processes and reduce costs, it will allow to establish new ways of fundraising…
The strange year that we have passed has been a hard training, exhausting on many occasions, but it has also made entities face 2021 with much greater capacity for innovation, resilience, professionalisation, versatility, solvency… Innovation is the constant that makes organisations adapt to the times and evolve or, on the contrary, stagnate and lose themselves in irrelevance. If the environment improves with the arrival of the vaccine, we have reasons to hope.
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