By Gretchen Horn
Horn Research Services

Philanthropy Tomorrow:

What will fundraising look like over the next decade? Here are some thoughts:

• Smaller organizations with little or no endowments will reap the benefits of the future of philanthropy. Donors will want to know that their gift, no matter the size, is making a difference. Institutions who are not the usual recipients of major gifts (large universities, national foundations, famous hospitals and art museums) are better able to recognize their donors with naming opportunities and publicity.
• Annual giving renewals will become automated with donors paying their annual memberships through credit cards or direct deposits.
• Online donations will make up the majority of small gifts given to organizations. Institutions will have made giving online seamless and secure for the donor.
• Personalized giving. Donors will want to tailor their gifts to fund specific programs or events. Much like choosing accessories for a new car, funders will be able to customize their philanthropic support.
• Increased accountability on the part of the nonprofit. More donors will request reports on how their gifts have been applied and the impact to the mission of the organization.
• Philanthropy will become a core aspect of financial and estate planning. As the ever-changing tax laws become increasingly complex financial planners will need to be equipped to advise their clients on various philanthropic vehicles.

Fundraisers will become part of the donor’s team of advisors. The solicitor will assist the donor, by working with the donor’s estate and financial planning team, in creating a philanthropic plan, within the framework of the family dynamic, the donor’s giving interests, outside commitments and loyalties, and the donor's financial circumstances.