The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Data Performance For Nonprofits
Across the modern nonprofit landscape, potential benefactors are continually approached by numerous well-meaning organizations. Competition for donations is increasingly fierce and persistent. Simultaneously, benefactors are becoming more thoughtful about which charities that they support financially.
In the United States, analysts report that while the number of charitable donations is on the rise, the percentage of people who give to nonprofit organizations is waning. Nonprofit leaders can no longer rely on a worthy cause and the likelihood of donors to make repeat contributions for sustainable operation. Today, non-profit organizations must leverage every resource and strategy to promote giving in an environment where donors are more selective, and their funds are more spread out among various causes.
As a result, savvy nonprofit leaders are leveraging big data technology to maximize organizational outcomes. They use the resource to collect data about nearly all potential donor engagements and use that information to make mission-critical decisions that drive revenue growth, decrease expenses and promote innovation. However, initially implementing a big data system is a challenge for nonprofit leaders, who must make an adjustment towards using for-profit practices and technology to advance their charitable cause.
For these leaders, however, big data technology can help them discover and engage potential donors and motivate volunteers. The technology can also help nonprofits improve their rapport with supporters and focus on high-quality benefactors.
Nonprofit leaders can also use big data technology to inform fundraising practices and improve staff member productivity. As the technology matures and becomes more accessible, leaders of all sizes of organizations are coming to recognize how beneficial this technology can be for their causes.
Developed by Rutgers University online Master of Public Administration program.
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