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2025 Top 8 Trends and Priorities for Professional Associations & Not-for-Profits
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View Our Research and Analyst ServicesTop Priorities for 2025
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01
Strategically and ethically adopt AI
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02
Champion inclusive digital marketing
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03
Modernize donation processes
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04
Shift toward social commerce
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05
Strengthen cybersecurity practices
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06
Tailor donor experiences to deepen engagement
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07
Unlock the potential of data
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08
Digitally transform and automate operations
01
Strategically and ethically adopt AI
The Challenge
Overcome AI adoption roadblocks.
Adopting AI for task automation and personalized communications presents several challenges, including managing data quality and availability, integrating AI with existing systems, addressing cost and ROI uncertainties, and mitigating regulatory and compliance risks. Additionally, ethical considerations around data privacy and bias must be carefully managed to ensure AI applications align with the sector's values of trust and inclusivity.
Why It Matters
Enhance efficiency and engagement with strategic AI.
AI has the potential to significantly enhance efficiency and deepen stakeholder engagement in the not-for-profit sector. Automating routine tasks allows organizations to reallocate resources to areas with greater impact, while personalized communication strategies can increase support and funding. However, a cautious and strategic approach is necessary to ensure AI aligns with foundational values and maximizes benefits.
The Solution
Establish ethical guidelines to safeguard organizational reputation
It's critical to establish ethical guidelines to govern AI use, particularly concerning data privacy and bias. These guidelines ensure that AI applications align with the not-for-profit's values of trust and inclusivity, safeguarding the organization's reputation and maintaining stakeholder confidence.
Prioritize automation and personalization to enhance stakeholder engagement
Focus on integrating AI into processes that can significantly benefit from automation and personalization to free up resources for more impactful activities. Additionally, use AI to create personalized communication strategies that can improve stakeholder engagement and increase support and funding.
02
Champion inclusive digital marketing
The Challenge
Address diversity and accessibility in digital marketing.
Inclusive digital marketing is essential for not-for-profits to make their digital content accessible and reflective of a commitment to diversity and inclusion. This approach is crucial for reaching individuals with disabilities and diverse backgrounds, aligning with social justice and equity standards. Without it, not-for-profits risk excluding marginalized groups and missing opportunities to amplify their message and enhance their reputation.
Why It Matters
Broaden audience reach and engagement to boost support.
Connect with a broader audience, including those previously marginalized. This leads to more engaging content that appeals universally, potentially boosting supporter involvement and donations. By adopting inclusive practices, not-for-profits can better align with their mission and values, enhancing their impact and organizational reputation.
The Solution
Strategically plan and implement digital marketing
Prioritize inclusive practices to engage a more diverse audience and further the organization's mission. This strategic approach not only enhances the organization's reputation but also ensures that digital content reflects a commitment to diversity and inclusion, ultimately boosting supporter involvement and donations.
Conduct an accessibility audit to identify areas of improvement and maintain future compliance
Start with an accessibility audit to identify areas needing improvement in digital content and platforms. This step ensures that all digital media, including websites, social media, and emails, comply with the Web Content Accessibility Guidelines, making them accessible to a broader audience now and in the future.
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03
Modernize donation processes
The Challenge
Navigate new donation channels to appeal to the modern market.
The integration of modern user-friendly payment options for donations is crucial for not-for-profits to overcome barriers in reaching the modern market. This involves adopting platforms like Venmo, which are popular among younger demographics and align with the digital, time-conscious nature of today's market.
Why It Matters
Unlock the potential of new donors.
Alternative payment methods are essential for not-for-profits because they help remove barriers to giving, potentially increasing both the frequency and amount of donations. Platforms like Venmo also enable not-for-profits to reach large groups of users, facilitating social sharing and peer-to-peer fundraising activities. This modern approach to donations can significantly enhance a not-for-profit's visibility and engagement with a broader audience.
The Solution
Assess and integrate popular payment services
Evaluate the most popular and trustworthy payment services among target donor groups. This involves integrating these platforms into the not-for-profit's fundraising strategies to take full advantage of their benefits.
Ensure security and compliance
Implement technical measures to ensure the security of these payment options. IT leadership must also guarantee compliance with financial regulations and data privacy standards to protect donor information.
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04
Shift toward social commerce
The Challenge
Effectively harness the power of social media.
Leverage platforms like TikTok for engagement and fundraising, emphasizing the shift toward social commerce. This involves using these platforms to create direct, real-time interactions and compelling storytelling that resonates with a wider audience that is not being captured today.
Why It Matters
Enable seamless conversion of engagement into financial support.
Social commerce allows not-for-profits to sell products or services directly through social media, reducing friction in the donation process and leveraging the impulse to support causes instantly. This approach enhances fundraising potential and broadens the reach of not-for-profit initiatives.
The Solution
Integrate social commerce capabilities
Prioritize the integration of social commerce capabilities into strategies. This involves selecting platforms that support social commerce and creating content that naturally encourages donations.
Ensure compliance and data protection
Ensure social commerce efforts comply with legal and ethical fundraising standards, protect donor information, and maintain transparency. This is crucial for building trust and ensuring the security of donor data.
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Social Media
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05
Strengthen cybersecurity practices
The Challenge
Fortify digital defenses in a high-risk sector.
Not-for-profits must strengthen cybersecurity measures to protect sensitive information and build trust. This involves safeguarding vast amounts of data, from donor details to financial statements and personal information of beneficiaries, against cyberattacks and data breaches in this high-risk sector.
Why It Matters
Preserve trust and integrity with donors.
Cybersecurity and data responsibility are fundamental to not-for-profits not only to protect them against threats but also to demonstrate to donors, partners, and communities that their data security is taken seriously. This is crucial in an era where data breaches can significantly impact trust and support.
The Solution
Develop and refine cybersecurity frameworks
Conduct risk assessments to identify vulnerabilities and implement advanced security measures like two-factor authentication and encryption. Ensure compliance with data protection laws.
Foster a culture of cybersecurity awareness
Beyond adopting technical solutions, fostering a culture of cybersecurity awareness throughout the organization is crucial. Boost staff awareness with regular training on data responsibility and updates on cybersecurity trends.
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06
Tailor donor experiences to deepen engagement
The Challenge
Overcome data management barriers for donor engagement.
The use of data analytics to customize interactions with donors and foster deeper engagement is needed within the not-for-profit sector. This involves tailoring communications to align with each donor's individual interests, preferences, and donation history. However, a lack of data management and advanced technologies is preventing this.
Why It Matters
Capture donor interest with personalization to drive effective advocacy.
Constituent personalization is crucial for not-for-profits as it makes donors feel acknowledged and valued on a personal level. This strengthened connection can lead to higher donation rates, increased loyalty, and more effective advocacy for not-for-profits. Personalized interactions stand out in a landscape flooded with generic appeals, capturing and retaining donors' interest.
The Solution
Use data analytics and CRM systems
Collect and analyze data on donor behaviors and preferences through data analytics and CRMs. This includes gathering data from various touchpoints to segment donors based on interests, donation history, and engagement levels.
Leverage AI and machine learning (ML) to scale personalization
Streamline and scale the personalization process with AI and ML to create personalized communication strategies that resonate with donors.
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07
Unlock the potential of data
The Challenge
Let data drive decisions.
Use data to make informed decisions rather than relying on intuition. Ensure resources are allocated effectively and programs are tailored to meet community needs by leveraging analytics to maximize impact.
Why It Matters
Build trust and efficiency with invaluable assets.
Data-driven decision-making is crucial within this digital age. It enhances operational efficiency, boosts transparency, and maintains stakeholder trust. In a competitive funding landscape, the ability to justify decisions with data and demonstrate impact is invaluable.
The Solution
Develop a comprehensive data strategy
View data as a strategic asset by recognizing the potential in existing data, often overlooked due to a lack of data culture or executive support. Develop a data strategy that aligns with organizational missions and secures executive support.
Implement clear data processes
Establish clear processes for data collection, analysis, and use and train staff on these processes to foster a cultural shift toward data-driven operations.
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08
Digitally transform and automate operations
The Challenge
Revolutionize not-for-profit organizations.
Implement automation to streamline operations and enhance productivity by shifting from traditional, process-driven approaches to member-centric engagement, using digital solutions to foster online interactions and provide personalized resources.
Why It Matters
Meet modern expectations to remain relevant.
Increase satisfaction and loyalty, enhancing the effectiveness of fundraising and advocacy campaigns, while ensuring that the not-for-profit remain relevant in a digital-first world. By prioritizing the digital needs and preferences of donors, not-for-profits can deepen relationships and drive significant impact.
The Solution
Conduct a digital maturity assessment
Start with a comprehensive digital maturity assessment to determine the not-for-profit's current position and future direction, evaluating readiness for change, existing digital infrastructure, and staff capabilities.
Develop a clear digital strategy
Create a digital strategy that aligns with organizational goals and addresses critical digital transformation factors such as leadership, culture, user experience, technology, and data. Focus on digital initiatives that empower people and processes rather than merely introducing new tools.
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