Hey there! If you’re in the nonprofit world, you already know that fundraising is constantly evolving. What worked even a few years ago might not cut it anymore. As we head into 2025, there are some big shifts on the horizon that nonprofits need to be ready for. Fundraising is about staying ahead of the curve, being adaptable, and finding new ways to connect with donors.

I’ve seen these shifts coming for a while now, and it’s exciting to see how technology, social change, and donor expectations are shaping the future of fundraising. Let’s take a look at what I see coming in 2025 and how nonprofits can be prepared for these changes.

Donors Want Connection, Not Just Transactions

One of the biggest changes I’ve noticed is how donors are approaching their relationships with nonprofits. It’s no longer about sending in a check and feeling good about it. Donors want a deeper connection to the cause they’re supporting. They want to know that their dollars are making a real difference, and they want to be part of the journey, not just a funding source.

As we move into 2025, donors are going to expect more transparency and more engagement. They want to hear real stories from the people you’re helping, see the impact of their contributions, and even participate in the mission itself. Whether that’s through volunteer opportunities, events, or just more meaningful communication, it’s going to be all about building relationships.

It’s not about quantity anymore—it’s about quality. Fundraising strategies will need to focus on making every interaction with donors feel personal and purposeful. People give to people, not just causes, so the more your donors feel like they’re part of something meaningful, the more likely they are to continue supporting your organization.

Technology Will Drive Innovation

Fundraising technology has come a long way, and in 2025, it’s going to be even more important. From online giving platforms to social media campaigns, technology is making it easier than ever for donors to give, and for nonprofits to reach them. But it’s not just about having a flashy website or a slick donation page. It’s about using technology in smart ways to make the donor experience seamless and engaging.

For example, crowdfunding has exploded in recent years, and it’s showing no signs of slowing down. More and more nonprofits are using these platforms to reach new donors, engage their communities, and raise funds quickly. Social media and peer-to-peer fundraising are also going to keep growing, as people look for ways to give that feel more social and connected.

I also think we’ll see an increase in the use of AI and automation. Donor management systems are getting smarter, and nonprofits are starting to use AI to predict donor behavior, personalize outreach, and streamline operations. This can free up time for staff to focus on building relationships instead of getting bogged down in administrative work.

So, if your nonprofit isn’t already using technology to enhance your fundraising efforts, now’s the time to get on board. The future is digital, and it’s going to be essential to stay competitive.

A Shift Toward Recurring Giving

Another trend that’s going to continue gaining momentum in 2025 is recurring giving. More and more donors are opting to set up monthly or quarterly donations instead of making one-time gifts. This is great news for nonprofits because it creates a steady, predictable stream of revenue. Plus, it allows donors to feel like they’re making an ongoing impact, rather than just a one-off contribution.

Recurring giving programs are appealing to donors who may not have the ability to make large one-time donations but want to support your mission in a more sustainable way. Nonprofits are going to need to put more effort into building these programs, making them easy to sign up for, and showing donors the long-term impact of their recurring gifts.

It’s also worth noting that recurring donors tend to be more loyal. They’ve already shown that they’re committed to your cause, and if you take the time to engage with them and show your appreciation, they’re more likely to stick around for the long haul. That means more stability for your nonprofit in the years to come.

Donor Expectations Are Changing

One thing that’s become really clear is that donors’ expectations are shifting. They want more transparency, more accountability, and more impact. Donors, especially younger generations like Millennials and Gen Z, are skeptical of large institutions and want to know exactly where their money is going. They expect clear communication, regular updates, and proof that their contributions are making a real difference.

This means nonprofits are going to have to step up their game when it comes to reporting and communication. Donors don’t just want to hear from you once a year when you’re asking for money—they want to feel like they’re part of the mission every step of the way. This could mean more frequent updates, more detailed impact reports, or even creating opportunities for donors to see the work you’re doing firsthand.

It’s all about building trust. Donors want to support organizations they believe in, and the best way to earn that trust is through transparency and consistent communication.

Looking Ahead

As 2025 approaches, the future of fundraising is bright but also challenging. Nonprofits will need to be more agile, more connected with their donors, and more willing to embrace change. The organizations that are willing to invest in technology, focus on building long-term relationships, and adapt to the evolving donor landscape are going to come out on top.

If you’re feeling overwhelmed or unsure of how to navigate these changes, don’t worry—you’re not alone. It’s a lot to take in, but the good news is that there are tools and strategies out there to help you succeed. If you need guidance on how to prepare for the future of fundraising, I’m here to help. Let’s get ready to make 2025 your best year yet.

Talk soon,
Kari Anderson
Principal, Incite Consulting