As we wrap up 2024, weโre taking a moment to reflect on the past year’s successes, challenges, and lessons while looking ahead to 2025. We connected with many of our partners to gather insights on their victories, the trends that shaped 2024, and their expectations for the year to come. From AI and storytelling to economic and social challenges, the topics explored offer valuable takeaways for nonprofits of all kinds.
Fundraising Surprises in 2024
Innovative Fundraising and Donor Behavior
Nonprofits demonstrated resilience and adaptability to changing expectations among donors by adopting creative fundraising strategies and leveraging new digital marketing techniquesโdespite challenges throughout the year. The success of campaigns like Giving Tuesday highlighted the power of well-executed, timely outreach.
Technology Adoption and Its Gaps
While AI and business intelligence tools gained traction, many nonprofits struggled with foundational technology challenges, such as cleaning data or training staff on platform usage. The wide variance in technical knowledge across teamsโfrom tech-savvy fundraisers to underresourced DBAsโhighlighted a need for better training and resource allocation.
Changing Donor Expectations
Donors increasingly demand measurable impact, transparency, and emotional storytelling. Nonprofits that excelled in these areas gained stronger donor engagement, signaling a shift from transactional giving to relationship-based philanthropy.
Collaborative Efforts and Diverse Payment Methods
Partnerships and shared resources, such as joint major gift campaigns, amplified nonprofit impact. Simultaneously, the expansion of payment methods like Venmo, Apple Pay, and Bitcoin enabled organizations to meet donors where they are, improving accessibility and convenience.
Fundraising Challenges in 2024
Donor Engagement and Retention
Nonprofits faced declining response rates and lapsing lower-end donors. Acquisition campaigns struggled without personal connections, as donors often perceived them as detached. Cutting through the noise of competing causes remained a significant hurdle.
Economic and Societal Challenges
Inflation and economic uncertainty reduced donor participation despite an increase in overall giving amounts. Fundraising during an election year further complicated efforts by dividing attention and resources.
Communication and Transparency
Maintaining clear and relatable communication with donors proved challenging as nonprofits struggled to meet growing demands for transparency and demonstrable impact. Weak messaging often led to donor disengagement.
Successful Fundraising Strategies in 2024
Back-to-Basics Fundraising
Nonprofits focused on clear programs, goal-setting, experimenting, and adaptingโhighlighting the value of simplicity and persistence in achieving results.
Collaboration and Partnerships
Sharing resources and partnering across the organization on campaigns enabled nonprofits to amplify their impact. Event sponsorships also strengthened networks and helped bring more awareness to causes.
Shifts in Donor Dynamics
Higher-dollar donor giving rose, while general and low-dollar donations declined, underscoring the importance of personal communication and cultivating meaningful relationships through storytelling and gratitude. Many nonprofits also found success using peer-to-peer fundraising campaigns, allowing donors to drive the mission forward.
How Technology Will Advance Nonprofits in 2025
AI and Automation Transforming Operations
AI will revolutionize nonprofits by automating tasks, personalizing donor communications, and providing valuable insights. Tools like AI assistants and automated touchpoints will help organizations improve donor connectivity while freeing staff to focus on mission-driven work.
Enhanced Data Analytics
Predictive analytics and AI modeling will allow nonprofits to better understand donor behavior and identify high-potential supporters. User-friendly tools, such as WYSIWYG (what you see is what you get) reporting functions, will empower fundraisers to analyze strengths and weaknesses without relying on technical expertise.
Innovative Donor Engagement Tools
Emerging technologies, like virtual and augmented reality, could redefine how nonprofits connect with supporters. Immersive experiences that show donors the direct impact of their contributions will foster deeper emotional connections and inspire greater generosity.
How to Build Stronger Donor Relationships in 2025
Share Authentic Stories
Focus on storytelling that highlights the human side of your mission. Real, compelling stories about the lives impacted by donor contributions create emotional connections that inspire continued support.
Personalize Every Interaction
Use donor data to craft personalized outreach, tailored thank-you messages, and targeted updates that reflect each donorโs giving history, interests, and preferences. Donors who feel seen and valued are likelier to stay engaged.
Invite Donors Into the Journey
Engage donors as true partners by creating opportunities for them to participate, such as sharing their stories, attending events, asking questions, or providing feedback. This deepens their connection to the organization and mission.
Maintain Accurate and Meaningful Data
Regularly update and maintain donor information in your CRM to ensure outreach is based on accurate preferences and past interactions. A strong fundraising team or DBA support can reduce administrative burdens, allowing more time for meaningful donor engagement.
Lessons Learned from 2024 to Apply in 2025
Adapt and Evolve
Nonprofits must embrace adaptability, learn from what worked, and abandon ineffective practices. Economic and social shifts require creative fundraising strategies and leveraging technology to stay relevant and sustain impact.
Be Bold and Persistent
In an increasingly competitive environment, nonprofits must take more “shots on goal” through mail, email, and in-person outreach. Staying mission-focused and courageous in actions ensures progress toward philanthropic goals.
Reflect on Your Year
Take a moment to reflect on these themes as you evaluate 2024 and determine what you want to achieve in 2025. Celebrating your wins, learning from missteps, and setting clear goals will help set a solid foundation for your nonprofit in 2025.
Thank you to our partners who participated:
- Jacquelyn Akines, Seneca Solutions
- Ben Armstrong, Rooted Software
- Whitney Athayde, AmPhil
- Todd Baker, RKD Group
- Brian Bennici, Barker & Scott Consulting
- Debbie Ferguson, Accordant
- Steve MacLaughlin, SJ Consulting
- Mariah Maglalang, Moves Management Consulting
- Kristine Masta, Kristine Masta Consulting
- Christopher Matthews, Zoweh
- Sabrina Walker Hernandez, Supporting World Hope, LLC
