A catalyst for innovation, the pandemic forced people, industries, and nations to rethink key components of their ecosystem. Crisis pointed out and made glaringly obvious that certain traditional practices are unsustainable. With massive shifts in technology and social wellbeing, society is refocusing to an emphasize on humanity.
According to a survey for the World Economic Forum, 86% of adults from across the globe want to see the world “change significantly and become more sustainable and equitable rather than returning to how it was before COVID-19.” From social justice to digital design, people want change. And nonprofits are perfectly positioned to help.
To catalyze sustainable change, it’s important for nonprofits to understand these 5 trends and use them to adapt communication and connection strategies.
Trend #1 – Virtually Grounded
Discovering digital solutions & using gaming to cultivate younger donors
It comes as no surprise that the world has adopted digital solutions in response to the pandemic. It’s predicted that virtual connection will continue to replace in-person settings as remote workplaces and events become normalized. With digital conferencing software now commonplace, a couple of challenges arise: How do you increase interactivity with online participants? How do you become more creative within the landscape? And more importantly, “how can you leverage virtual events to expand your reach and tap into new audiences?”
Within the nonprofit sector, we’ve seen many fundraising and outreach events successfully moved to Zoom or a similar platform. Although it hasn’t been easy, these organizations have found creative ways to engage with their communities, such as utilizing software features like trivia polls and organizing synchronous gift reveals.
Meanwhile, others have taken advantage of the opportunity to reach new audiences. Prior to the 2020 American presidential election, Congresswoman Alexandria Ocasio-Cortez organized a session of Among Us, a popular murder mystery game, via Twitter with top personalities in the gaming community to encourage younger generations to vote. This resulted in a record 439,000 live viewers on her Twitch stream and an increased popularity among younger voters.
Anyone want to play Among Us with me on Twitch to get out the vote? (I’ve never played but it looks like a lot of fun)
— Alexandria Ocasio-Cortez (@AOC) October 19, 2020
Hellmann’s Canada took a different route by creating an island in Animal Crossing where, for a limited time, players could convert spoiled virtual turnips into real food for those in need.
#HellmannsIsland is coming back to #ACNH for Halloween. For each spoiled turnip visitors drop off, we’ll donate a meal to @SecondHarvestCA. And now you can download food waste Halloween costumes. (After all, nothing’s scarier than food waste.) https://t.co/VAeaMGezdl pic.twitter.com/73Ekhrbu4l
— Hellmann’s Canada (@HellmannsCanada) October 20, 2020
Gaming is becoming a popular and important platform for approaching younger demographics. In the nonprofit sector where the issue of aging donors constantly looms, there is potential for gaming and other technologies to be used as a medium for connection.
Trend #2 – Accessibility
Bridging the digital divide & other gaps
The application of technological solutions has magnified existing issues of the digital divide.
A 2018 Center survey found that about one in five teenagers between ages 13 to 17 were unable to complete homework because they did not have reliable access to a computer or internet connection. A more recent study collected in April of 2020 found that 59% of U.S. parents with a lower income believed their child would likely face digital obstacles in schoolwork, with the “homework gap” being more pronounced for black, Hispanic, and lower-income households.
Society is beginning to acknowledge this disparity, and movements are forming to close gaps. An example is The Patterson Foundation’s Digital Access for All initiative which “explores the efforts of multiple sectors working to enhance access to technology that connects people in ways that foster inclusion and well-being.” In 2021, we will see further momentum build to address this digital divide.
Omni-accessibility, a movement aiming to increase accessibility and inclusivity, is also bridging technological rifts. About 15% of the world’s population lives with some form of disability. That’s a significant audience organizations could access with user-experience focused website designs and social media posts.
By adding alt text and descriptions on images, visually impaired individuals are able to understand content through text-to-speech readers. Subtitles allow hard of hearing individuals and visual processors to access videos. And prominent text-based communication points such as chat boxes or contact forms give audiences who can’t or have difficulties speaking the opportunity to connect.
Overall, the difference between successful technological adaptation and struggling to overcome will be rooted in the three I’s: ingenuity, innovation, and inclusivity. Moving forward, these attributes will be crucial for nonprofits to foster and hone.
Trend #3 – Pandemoment
Transforming chaos into opportunity
Cope, adapt, innovate – a slogan that epitomizes the nonprofit experience. At the onset of the COVID-19 pandemic, eyes were on crisis management – rapid adaptation to stay afloat. Now that organizations are finding time to pause and reflect, they should consider elevating their crisis strategies.
Disruptions enable new ideas. Transformational opportunities for sustainable change ARE there for those who seek them out. A large-scale example is the city of Amsterdam. Capitalizing on the momentum for sustainability, they’re implementing the Amsterdam City Doughnut, a circular economic system that aims to reduce the use of new, raw materials. They’re learning to do more with less by putting the product to full use throughout its lifecycle.
Meanwhile, Microsoft has taken a step back and realized the power its Teams software has at creating awareness of the mental health crisis. Mental wellness has long been stigmatized in the United States. But with quarantine isolation and economic recessions, it’s become more important than ever to break barriers. Open communication is the bedrock for destigmatization. By announcing Teams features aimed at improving mental wellness in the work-from-home world, Microsoft is creating a space where it’s easier to talk about mental health.
Whether it’s sustainability, mental health, or another crisis enlarged by the pandemic, how can you take the chaos occurring in the world and organize it? And how can you mold it into good?
Trend #4 – Norm Recalibration
Keeping up with the times
Little by little, the world is striving for equity.
In 2020, outrage following the deaths of George Floyd, Breonna Taylor, Ahmaud Arbery and countless others created an international movement sparking awareness of the lingering discrimination against people of color. The resurgence of the #MeToo movement in 2017 connected millions of women in solidarity through spotlighting the innumerable inequalities that still exist between men and women today. And ever since the catalyzing 1969 Stonewall Riots, LGBTQ+ movements have, through continuing trials and tribulations, pushed for equal rights and treatment within the broader community.
According to a June survey by the public relations consulting firm Edelman, 60% of Americans stated that “brands must take a stand and speak out on racial injustice,” and that they would “buy or boycott a brand based on how it responds to the current protests.” But it isn’t just racism organizations are expected to take a stand on. And these movements aren’t just trends.
Society, though by baby steps, is shifting towards acceptance. Organizations that do not embrace new norms will not be tolerate. Times are changing and nonprofits need to keep up. To adjust, the nonprofit sector should ask itself questions like, “What can we do to uproot systematic oppression?” and “How can we update our messaging to celebrate societal realities?”
Trend # 5 – Humanity is Key
Over the years, we’ve noticed trends drifting away from materialism and tipping towards philanthropy. This could not be more pertinent with all current and predicted trends pointing to humanity. Today is about advancing society, strengthening communities, and discovering how to reimagine ourselves as more conscious human beings. In short, the biggest trend is helping people live fulfilling lives.
Isn’t that why we do the work we do? We connect people for good.
Trends: TrendWatching
Photo Credit: Canva
As a social sector communications agency, MagnifyGood specializes in elevating the marketing, PR, branding, advertising, and social media of nonprofits, foundations, and other mission-driven organizations. Looking to enhance your donor engagement, create compelling impact stories, establish a brand that aligns with your mission, or explore innovative strategies to connect with your community? Contact us here. Let’s magnify good together.
