Next-Gen Fundraising: Emerging Tech Predictions
We’ve been harnessing technology to leverage charities’ fundraising campaigns for many years now. And, through our partnership with CM.com, which specialises in AI-powered customer engagement, we’ve broadened our technological capabilities even further.
From devising and implementing SMS fundraising campaigns to exploring what’s possible with Rich Communication Services (RCS), we’ve carved a reputation for delivering SMS and RCS campaigns that have the power to boost engagement and revenues.
This also puts us in the enviable position of having sight of what lies ahead when it comes to the technology that will be used to power fundraising campaigns in the not-too-distant future.
So, the question is, what are the technologies that we foresee being adopted by charities in the next 12 – 24 months? Here's what we expect to see rolled out soon.
RCS
Strictly speaking, this one isn’t on the horizon – it’s actually here now. However, it hasn’t yet been widely adopted. Whereas SMS is purely character-based, RCS allows charities to incorporate images, video, and even interactive elements, such as clickable buttons and polls. The result? A richer and more engaging experience for potential donors.
We have even been helping charities use this technology – via WhatsApp – for the stewardship of large-scale events such as marathons to gain a better understanding of how best to use the channel.
SMS
Now, this one certainly isn’t new. In fact, this technology has underpinned CYMBA’s campaigns since we first opened our doors in 2004. However, the way it’s used is likely to change over the next couple of years. Perhaps the most notable change will be its integration with Apple Pay and Google Pay, which will make it easier for people to donate in response to SMS messages.
We also expect to see SMS and AI working together more cohesively, the result of which will support two-way texting with responses that are tailored to the individual. Of course, SMS in its standard format will continue to dominate the charity fundraising landscape for its high open rate, simplicity, and immediacy.
Chatbots
Each ask made via SMS or RCS is generally the result of meticulous planning in order to make it as clear as possible, and as simple as possible for the donor to act on. However, potential donors can slip through the net for a whole host of reasons. But what if you have a chatbot on hand to guide potential donors through the giving process?
We envisage an uptick in charities using chatbots to do just this. Regardless of the platform – be it a charity’s website, its WhatsApp channel, or even its social media accounts – expect to see more chatbots giving charities a helping hand in getting donors over the line.
Voice activation
Whether it’s “Alexa, can you …” or “Hey Google, what is …”, the chances are that pretty much everyone is now familiar with voice activation technology. The next step, then, is to enable this technology to make donations via voice command alone.
Of course, the initial prompts will still be important, which is why technology such as SMS will never go away. But we expect to see charities asking donors to give via Alexa and Google become standard quite soon.
AI
Tools such as ChatGPT have become part of the English lexicon – and its adoption by organisations of all natures and sizes is now widely accepted. We expect to see AI help charities create and deliver campaigns at a much faster rate as it becomes a more reliable source of content creation.
Not only that, but tailored messaging, custom donation amount suggestions, and personalised communication based on previous donor interaction are now all possible.
We believe that 2025 is the year in which this will all come together, offering charities more campaign flexibility and higher chances of securing regular donations.
Summary
The integration of new and emerging technologies within charities’ fundraising strategies is coming, and its inclusion will allow organisations to be smarter, more efficient, and more tailored in their approach.
However, longstanding technologies – such as SMS – will continue to be a throughline, effectively tying together the old with the new by providing the prompts from which donations can be made through new and innovative ways.
The next two years are likely to be a period of change as new technology becomes more widely adopted and more is made of existing channels. However, in our view, it’s a positive change, and one that’s likely to open new doors – and new revenue streams – for UK charities.
