Nonprofits with High “Digital Maturity” Outperform Others
November 19, 2020 — Nonprofits that have a high degree of “digital maturity” have been able to win more foundation grants during the coronavirus pandemic, and more than half have accelerated their move to digital programs, according to a newly completed analysis of nonprofits.
According to the third edition of the Salesforce.org Nonprofit Trends Report, developed by Salesforce.org and the Urban Institute, only 16% of 867 nonprofits surveyed in North America and Europe were said to have high digital maturity. Most nonprofits—71%—had medium digital maturity.
Digital maturity is defined as “an organization's ability to leverage data to inform decision-making, reach new audiences, personalize communications, and forecast fundraising income.”
Key findings were as follows:
Overall, location was not a major factor in digital maturity, Salesforce said, although nonprofits in the U.S. stood out in accelerating their move to digital events.
Perhaps most noteworthy, nonprofits with high digital maturity were better able to navigate the pandemic and are more confident, compared to those with low digital maturity, about moving forward.
For example, 75% of nonprofits with high digital maturity, compared to 35% with low digital maturity, were prepared with the technologies we needed to help navigate the shifts in operations. And 76% with high maturity said they were able to move programs online, vs. 52% with low maturity.
Looking forward, 63% of high digital maturity nonprofits vs. 28% of low digital maturity organizations said they were "more confident” or “much more confident” in their ability to acquire new supporters digitally and at scale. And 53% of high digital maturity nonprofits, vs. 32% of low digital maturity organizations, said they were more confident in their capabilities in online donations.
Looking ahead for the next six to 12 months, nonprofits with high digital maturity are more optimistic than nonprofits overall, as follows: