EconomyDigital transformation, the key to resilient fundraising

Digital transformation, the key to resilient fundraising

(Expansion) – The pandemic has generated numerous alterations in the daily operations of countless organizations around the world, and civil society institutions have not been the exception.

The usual ways in which funds were raised before 2020 have had to be enriched and transformed through digitization, a key strategy that contributes to a greater involvement of both individuals and private corporations committed to causes that have a significant social impact, such as the timely detection of different types of cancer, adequate treatment for diabetes, organ transplants or support for the reconstruction of communities affected by natural disasters, among others.

Almost three years after the start of the most challenging global health crisis in a century, how does civil society need to reorganize to keep pace with a highly agile and fast-paced digital environment? Non-governmental organizations, both small and large, must consider technology as a tool capable of designing successful digital campaigns, but also of obtaining data in real time to make the necessary changes and achieve the result.

In this sense, the institutions have a range of options, among which I highlight three: the implementation of artificial intelligence, which manifests itself through instant messaging instruments; the exhaustive use of social networks, for a more effective call-to-action that encourages potential donors to join various causes; and the commitment to hybrid models that combine both presence and virtuality, in order to carry out events designed to raise awareness of specific issues and to raise funds.

To successfully achieve a digitalization process that meets the operational needs of civil society organizations, while achieving the established goals of fundraising, it is necessary to map the availability of technological resources, execute functional pilot tests and focus in the necessary changes in the collaboration dynamics of work teams. Once as much technical capacity as possible is underpinned, nonprofits not only survive the unexpected, they thrive in the uncertainty of today’s challenges.

Now, digital transformation does not mean placing a greater distance between social institutions and donors, not at all. On the contrary: the main objective of technology is to simplify fundraising mechanisms and bring more audiences closer to the causes and major problems facing society in Mexico.

Digital ecosystems such as social networks help people become aware of the impact of the contributions made by both citizens and companies. For example, now, just by clicking on a portal or an application, a donor has the possibility of making a recurring contribution that truly translates into direct help for the members of thousands of Mexican families in vulnerable situations.

In short, the unexpected events that were unleashed as of 2020 have shown us that any civil society organization also needs to carry out a process of digital maturation to recover and strengthen itself in the face of a global crisis that drives constant change. We are at a crucial moment in the history of humanity, in which four different generations collaborate side by side to create solutions for the benefit of others.

With a current scenario that demands greater resilience in the face of sensitive problems, technology is inserted as the pr
main channel that protects a more human dynamic, in which people continue to donate to other people to strengthen the value of solidarity, in which we are all responsible for both individual and collective well-being.

Editor’s note: Gabriela Gatica is Executive Director of the Ronald McDonald Children’s Foundation. Follow her on . The opinions published in this column belong exclusively to the author.

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