{"id":398,"date":"2021-01-09T07:11:00","date_gmt":"2021-01-09T07:11:00","guid":{"rendered":"https:\/\/www.goodprofits.online\/?p=398"},"modified":"2022-01-18T11:42:29","modified_gmt":"2022-01-18T11:42:29","slug":"tendencies-de-fundraising-digital-per-al-2021","status":"publish","type":"post","link":"https:\/\/www.goodprofits.online\/ca\/tendencies-de-fundraising-digital-per-al-2021\/","title":{"rendered":"Tend\u00e8ncies de fundraising digital per al 2021"},"content":{"rendered":"

Res millor per comen\u00e7ar l\u2019any que fer balan\u00e7, aixecar la mirada i posar les llums llargues. Les tend\u00e8ncies globals ens afecten molt m\u00e9s del que pensem. Tenir clar l\u2019escenari i l\u2019evoluci\u00f3 de les audi\u00e8ncies digitals, ens ajudar\u00e0 a enfocar millor els nostres projectes per al nou any.<\/p>\r\n

El 2020, la pand\u00e8mia de la COVID-19 ha plantejat un enorme desafiament a les organitzacions no lucratives. L\u2019economia ha entrat en una recessi\u00f3 molt profunda que no sabem si es prolongar\u00e0 en el temps o donar\u00e0 pas a una recuperaci\u00f3 r\u00e0pida en algunes parts de m\u00f3n.<\/p>\r\n

Aix\u00f2 planteja un escenari dif\u00edcil per al tercer sector, ja que les recessions econ\u00f2miques han significat, hist\u00f2ricament, una disminuci\u00f3 de les donacions. Per\u00f2 el 2020 tamb\u00e9 ha demostrat que el sector \u00e9s vers\u00e0til i resistent. Tot i que les restriccions a la interacci\u00f3 social han provocat l\u2019anul\u00b7laci\u00f3 d\u2019esdeveniments i accions de fundraising presencial que s\u00f3n essencials per a la generaci\u00f3 de recursos, les organitzacions no lucratives estan evolucionant per enfortir el seu canal digital. La determinaci\u00f3 i actitud valenta de moltes entitats davant el canvi, els est\u00e0 permetent mantenir i incrementar les relacions amb la seva base social i donants.<\/p>\r\n

El 2021 esperem que es consolidi aquest proc\u00e9s de transformaci\u00f3 digital per\u00f2, a m\u00e9s, en aquest post, detallarem les tend\u00e8ncies de m\u00e0rqueting digital previstes per al 2021, i com poden influir en la relaci\u00f3 entre organitzacions i audi\u00e8ncies. Potser la COVID-19 ens ho ha fet m\u00e9s present per\u00f2, en realitat, nosaltres ja sab\u00edem que l\u2019\u00fanica cosa que no canvia en la vida, \u00e9s que tot canvia.<\/p>\r\n

 <\/p>\r\n

Relacions virtuals<\/h2>\r\n

Els esdeveniments f\u00edsics recapten recursos, permeten que les organitzacions ben\u00e8fiques es relacionin amb els seguidors i formen un element essencial en la construcci\u00f3 de relacions amb la base social. A m\u00e9s, el face-to-face ha estat un dels principals canals de captaci\u00f3 de nous donants o socis per a la majoria d\u2019entitats del tercer sector a Espanya. Per\u00f2, el 2020, ha estat pr\u00e0cticament impossible donar continu\u00eftat a aquests canals de fundraising, i aquesta limitaci\u00f3 ha generat un impacte significatiu en la recaptaci\u00f3 de fons.<\/p>\r\n

L\u2019abs\u00e8ncia d\u2019esdeveniments f\u00edsics ha provocat que moltes organitzacions del tercer sector es bolquin en l\u2019organitzaci\u00f3 d\u2019esdeveniments virtuals. I tot sembla indicar que aquesta tend\u00e8ncia es consolidar\u00e0 el 2021.<\/p>\r\n

Els esdeveniments virtuals tenen molts avantatges a nivell de reducci\u00f3 de costos, superaci\u00f3 de l\u00edmits d\u2019assist\u00e8ncia o barreres geogr\u00e0fiques i facilitat de participaci\u00f3, per\u00f2 no generen la mateixa sensaci\u00f3 de calor hum\u00e0 i vinculaci\u00f3 que els esdeveniments f\u00edsics. A m\u00e9s, s\u00f3n dif\u00edcils de monetitzar ja que en un esdeveniment f\u00edsic les persones estan habituades a pagar una entrada, mentre que en un de virtual aix\u00f2 \u00e9s m\u00e9s dif\u00edcil d\u2019aconseguir.<\/p>\r\n

Creiem que els esdeveniments virtuals han vingut per quedar-se. I que la tend\u00e8ncia iniciada el 2020 provocar\u00e0, a m\u00e9s, el creixement dels esdeveniments h\u00edbrids que combinen el millor dels dos mons. Permeten tenir simult\u00e0niament assistents en persona i virtuals, complir amb les restriccions de distanciament social (que, fins i tot amb l\u2019arribada de la vacuna, es mantindran durant un llarg per\u00edode de temps) i mantenir l\u2019element de relaci\u00f3 personal tan \u00fatil per enfortir la relaci\u00f3 amb la base social.<\/p>\r\n\r\n

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Photo by Fauxels from Pexels<\/a><\/p><\/div>\r\n\r\n

 <\/p>\r\n

M\u00e9s pres\u00e8ncia en xarxes socials per incrementar l\u2019abast i format v\u00eddeo<\/h2>\r\n

Les plataformes de xarxes socials s\u00f3n un canal \u00e0mpliament utilitzat per les entitats no lucratives per comunicar-se amb la seva base social i arribar a noves audi\u00e8ncies. En 2021, aquesta activitat s\u2019intensificar\u00e0 sobre les xarxes m\u00e9s populars com Facebook, Instagram i Twitter. Per\u00f2 a m\u00e9s, es comen\u00e7ar\u00e0 a invertir en publicitat digital per complementar les estrat\u00e8gies de creixement org\u00e0nic i s\u2019estendr\u00e0 la utilitzaci\u00f3 de v\u00eddeos de menys d\u20191 minut de durada, produ\u00efts i pensats per a les xarxes. Es preveu que en 2022, els v\u00eddeos en l\u00ednia generaran m\u00e9s del 80% de el tr\u00e0fic d\u2019Internet.<\/p>\r\n

A m\u00e9s, les entitats que no ho estiguin fent encara, comen\u00e7aran a utilitzar les funcionalitats per a la recaptaci\u00f3 directa que ofereixen diverses plataformes de xarxes socials. I s\u2019incrementar\u00e0 la utilitzaci\u00f3 de la funci\u00f3 \u201chistories\u201d, que est\u00e0 creixent en impacte i utilitzaci\u00f3 per part de la marques, de forma coherent amb l\u2019hegemonia del mobile i l\u2019audiovisual.<\/p>\r\n

No est\u00e0 molt clar que les entitats de tercer sector entrin i comencin a utilitzar plataformes com Snapchat i TikTok perqu\u00e8, a hores d\u2019ara, no ofereixen una audi\u00e8ncia i tipus d\u2019interacci\u00f3 interessants per al fundraising.<\/p>\r\n

 <\/p>\r\n

L\u2019import\u00e0ncia de la dada i la generaci\u00f3 de leads<\/h2>\r\n

L\u2019increment de l\u2019activitat digital est\u00e0 generant una gran preocupaci\u00f3 sobre l\u2019\u00e8tica en el tractament de les dades personals. I aquesta tend\u00e8ncia s\u2019incrementar\u00e0 en el futur. Les persones esperen que les seves dades estiguin protegides i volen saber com s\u2019utilitzen. A m\u00e9s, les regulacions s\u00f3n cada vegada m\u00e9s restrictives pel que fa a la capacitat de les organitzacions per conservar-les i utilitzar-les. Per aix\u00f2, en 2021 protegir la privacitat de les persones que interaccionen amb nosaltres al canal digital ser\u00e0 encara m\u00e9s important.<\/p>\r\n

D\u2019altra banda, les entitats no lucratives han descobert que la captaci\u00f3 de leads mitjan\u00e7ant el canal digital \u00e9s una eina extraordin\u00e0ria per cr\u00e9ixer i millorar la seva capacitat de captaci\u00f3 de recursos. I aquesta ser\u00e0 una de les l\u00ednies estrat\u00e8giques que augmentar\u00e0 el seu pes relatiu dins el mix d\u2019accions de fundraising de les organitzacions.<\/p>\r\n

L\u2019increment del volum i fonts de dades que experimentaran les organitzacions, far\u00e0 que necessitin replantejar els seus sistemes d\u2019informaci\u00f3. Necessitaran integrar diferents entorns i eines espec\u00edfiques per gestionar la relaci\u00f3 amb la seva base social com aplicacions CRM (Customer Relationship Management).<\/p>\r\n

 <\/p>\r\n

M\u00e9s oportunitats amb les marques<\/h2>\r\n

El consum digital est\u00e0 fent que les marques siguin cada vegada m\u00e9s propenses a posicionar-se en grans temes de just\u00edcia social, sostenibilitat i \u00e8tica. El consumidor digital \u00e9s un consumidor m\u00e9s informat, proactiu, que est\u00e0 comprant de manera m\u00e9s conscient i t\u00e9 poder sobre on i com gasta els seus diners. I, aquest tipus de consumidor, espera de les marques que facin alguna cosa m\u00e9s que relacions p\u00fabliques. Espera que siguin coherents, que siguin transformadores, que no mirin cap a un altre costat davant dels problemes socials. D\u2019aquesta manera, els posicionaments de les marques s\u00f3n cada vegada m\u00e9s expl\u00edcits i rotunds en l\u2019\u00e0rea de responsabilitat social corporativa.<\/p>\r\n

Les entitats de tercer sector aprofitaran aquesta creixent receptivitat de les marques per establir acords que els permetin incrementar la captaci\u00f3 de recursos privats i la sensibilitzaci\u00f3 de la societat amb els grans reptes que tenim per davant.<\/p>\r\n

 <\/p>\r\n

Ben entrenats pel futur<\/h2>\r\n

El 2020 ha demostrat que les entitats tenen una gran capacitat d\u2019adaptaci\u00f3 i resist\u00e8ncia. I tamb\u00e9 ha provocat que comencin, o accelerin, el seu proc\u00e9s de transformaci\u00f3 digital, especialment significatiu pel que fa a comunicaci\u00f3 i fundraising digital. El 2021 ens brinda l\u2019oportunitat d\u2019aprofitar aquesta circumst\u00e0ncia i fer un pas definitiu al digital que ens portar\u00e0 moltes bones not\u00edcies i beneficis: facilitar\u00e0 la relaci\u00f3 entre entitats i base social, ajudar\u00e0 a millorar processos i reduir costos, permetr\u00e0 establir noves vies de captaci\u00f3 de recursos\u2026<\/p>\r\n

L\u2019estrany any que hem passat ha estat un dur entrenament, extenuant en moltes ocasions, per\u00f2 tamb\u00e9 ha fet que les entitats afrontin el 2021 amb molta m\u00e9s capacitat d\u2019innovaci\u00f3, resili\u00e8ncia, professionalitzaci\u00f3, versatilitat, solv\u00e8ncia\u2026 La innovaci\u00f3 \u00e9s la constant que fa que les organitzacions puguin adaptar-se als temps i evolucionar o, per contra, estancar-se i perdre\u2019s en la irrellev\u00e0ncia. Si l\u2019entorn millora amb l\u2019arribada de la vacuna, tenim raons per a l\u2019esperan\u00e7a.<\/p>","protected":false},"excerpt":{"rendered":"

Res millor per comen\u00e7ar l\u2019any que fer balan\u00e7, aixecar la mirada i posar les llums llargues. Les tend\u00e8ncies globals ens afecten molt m\u00e9s del que pensem. Tenir clar l\u2019escenari i l\u2019evoluci\u00f3 de les audi\u00e8ncies digitals, ens ajudar\u00e0 a enfocar millor els nostres projectes per al nou any.<\/p>\n","protected":false},"author":2,"featured_media":243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"yoast_head":"\nTend\u00e8ncies de fundraising digital per al 2021 - GoodProfits<\/title>\n<meta name=\"description\" content=\"GoodProfits - Tend\u00e8ncies de fundraising digital per al 2021\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.goodprofits.online\/ca\/tendencies-de-fundraising-digital-per-al-2021\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tend\u00e8ncies de fundraising digital per al 2021 - GoodProfits\" \/>\n<meta property=\"og:description\" content=\"GoodProfits - 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