If you're in fundraising, you already know the ground is shifting. Fast. Faster than it ever has with more uncertainty in the air than in recent memory. The latest NonProfit PRO 2025 Trends Report confirms what many of us are feeling; namely that donor behaviour is changing, retention is dropping, and digital is evolving at warp speed.
But the good news? There's plenty of opportunity if we’re willing to double down on strategy, integration, and innovation.
Here’s a curated overview of 10 essential insights for fundraisers, whether you're developing annual campaigns, monthly giving programs, mid-level or legacy pipelines, or comprehensive integrated fundraising strategies.
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Donor Retention & Engagement Need a Reboot
Donor renewal rates are still dropping, and it’s not just about dollars. It's about connection. The PRO 2025 Trends Report urges nonprofits to build a sense of community around giving. And I agree 100%! That means better stewardship, more transparency, and a serious upgrade to the donor experience. Organizations tend to keep more donors when they keep the lines of communication open, sending regular updates on the impact of donations, hosting exclusive webinars for donors, and creating a community forum for donors to connect and share their experiences.
Your move: Steward like you mean it. Show impact early and often. Use personalization, timely updates, and gratitude that feels genuine, not robotic.
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Monthly Giving = Long-Term Stability
Monthly giving, or sustainer giving, continues to shine. In 2025, the best programs will feel like a membership experience with exclusive content, sneak peeks, and donor perks.
Your move: Make your monthly donors feel like insiders. Think beyond the transaction. Give them a journey and a reason to stick around.
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Direct Mail Is Still a Powerhouse
Yes, really. Fundraising experts have put direct mail back in the spotlight. It works, especially when paired with smart digital touches. In an inbox-weary world, mail still cuts through, and fewer pieces in the mailbox mean more room to stand out. Think about exclusive content, early access to your events, and special perks like branded merchandise.
Your move: Use mail and email. Follow up your appeal with a reminder SMS. Retarget your mail file with digital ads. This is the year to embrace true channel integration (and that also means breaking down siloes inside your organization).
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Digital Fundraising Is Getting Sophisticated
It’s not enough to "do email." The Report shows nonprofits are leveling up across email, SEO, SEM, social, peer-to-peer, and SMS. And yes, SMS is proving its worth, especially for renewals and urgent appeals. When you, for example, send a direct mail appeal followed by an email reminder and conceptually integrated and targeted digital ads, you’re going to see a lift. Donors are integrated. They’re everywhere. We need to be, too. The commercial sector has known this for years. Nonprofits are just now getting with the program.
Your move: Stop thinking channel-by-channel. Build integrated journeys across platforms. Repurpose content across SMS, social, and email. Meet your donors where they already are and make giving frictionless.
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Don’t Hang Up on Telemarketing
It’s not just about robo-dials anymore. Smart, strategic telephone outreach, especially when integrated into donor stewardship or upgrade campaigns, continues to be effective. The key is to combine integration with an authentic human touch.
Your move: Use phone to re-engage lapsed donors, upgrade sustainers, or thank mid-level givers. And make sure what you say on the phone matches what you send in the mail and email. Consistency = trust.
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AI Is Here — And It’s Getting Personal
AI isn’t coming, it’s already here. From writing appeal drafts to building predictive models and crafting personalized video thank-yous, AI is changing the game. But the Report warns: transparency is key. Donors want personalization, not impersonation.
Your move: Use AI to enhance your work, but do not replace the human touch. Be transparent about its use. Authenticity builds trust. And consider developing an AI Policy for your organization so everyone understands what’s ethical and permissible.
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Personalization Is the New Baseline
One-size-fits-all appeals no longer get the job done. Donors expect messages that reflect who they are, what they care about, and how they give to you. This applies across channels and is powered by good data.
Your move: Invest in segmentation. Tailor your asks based on donor history, behaviour, and channel preference. A little personalization goes a long way toward conversion and retention.
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Data, Privacy & Predictive Power
You can’t personalize or plan without clean data. The Report stresses the importance of data hygiene, integration, and predictive analytics, while also balancing all that with growing concerns around donor privacy.
Your move: Review your data policies and make sure you're compliant (especially if you're collecting SMS numbers or using AI). Invest in tools that let your data actually talk to each other.
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Mid-Level & Legacy Giving Matter More Than Ever
With major donors tightening their belts and acquisition getting tougher, mid-level and planned giving programs are crucial. These donors want high-touch, high-trust experiences and a clear path to deeper engagement.
Your move: Make your mid-level program feel personal and valued. Use phone, tailored Reports, and targeted upgrade messaging. And start legacy conversations with loyal sustainers — now, not later.
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Integration Is the Name of the Game
By now, you’ve probably noticed that integration has come up a few times in a few different contexts. It is simply a fact: the best-performing organizations are integrated. So let me put a finer point on it. Your direct mail speaks to your email, your SEM campaign warms up your phone call, and your thank-you strategy is just as strong as your acquisition. It should all be held together with a creative strategy that underpins each message (aka Story) and gives the donor something to connect with emotionally.
Your move: Break down the silos. Silos are for grain. Get your comms, fundraising, and digital teams aligned around a donor-first journey. Map it out. Then test and tweak.
Bottom Line: The Future Is Integrated, Personal, and Purposeful
This year, fundraising is about working smarter, not louder. It’s about giving donors what they want: impact, transparency, connection, and ease. Whether you’re building a better sustainer program, testing AI, or planning your next direct response campaign, 2025 is the year to focus on stewardship, integration, and strategy.
Change is the only constant. Are you ready now?
