Hi there! It’s hard to believe, but philanthropy is changing at lightning speed, and the next decade is going to look very different from what we’ve been used to. Donors, especially younger ones, are evolving in how they give, what they care about, and how they expect nonprofits to engage with them.
As I’ve worked with nonprofits over the years, I’ve seen just how important it is to stay ahead of the curve. If nonprofits want to thrive in the future, they’re going to need to adapt to these shifting donor trends. So, let’s dive into what’s coming in the next decade and how your nonprofit can be ready.
1. The Rise of Digital-First Philanthropy
The days of writing checks are slowly fading, and the future is all about digital. As more people move online for everything—from shopping to socializing—donors are expecting nonprofits to meet them there. This means your nonprofit needs to be easily accessible online, with streamlined donation platforms that are mobile-friendly and friction-free.
Younger generations, in particular, prefer quick and convenient donation processes, like Venmo, PayPal, or even text-to-give. And as cryptocurrency becomes more mainstream, you may see donors who want to give through Bitcoin or Ethereum.
Actionable Tip:
Start by making sure your website is optimized for mobile and offers multiple ways to give online. Look into integrating newer payment methods like cryptocurrency or text-to-give options to keep your donation process flexible and donor-friendly.
2. Impact-Driven Giving
Donors are no longer satisfied with just sending in a donation—they want to know exactly where their money is going and what kind of tangible impact it’s making. In the next decade, transparency and clear communication will be even more critical. Donors want to see measurable results. They want to know that their contributions are truly making a difference, whether that’s helping someone access healthcare, funding education, or providing disaster relief.
This shift is about more than just showing where the dollars go. It’s about telling a compelling story of how their contributions are changing lives and making a lasting impact.
Actionable Tip:
Start building out more detailed impact reports that show both qualitative and quantitative results. Use real stories of people impacted by your nonprofit’s work, and share them across your digital platforms. It’s not enough to just say “thank you”; donors want to see the results.
3. Personalized Donor Engagement
Donors today expect more personalized engagement from the organizations they support. Gone are the days of generic thank-you emails and one-size-fits-all fundraising appeals. The future of philanthropy is all about building relationships with your donors by tailoring your communications to them. This means getting to know your donors on a deeper level—understanding their interests, their giving history, and their preferred way of connecting with your cause.
Using data to personalize outreach will become more important. Think about personalized thank-you notes, segmented email campaigns, and even using donor data to predict which campaigns will resonate best with different segments of your audience.
Actionable Tip:
Start by segmenting your donor lists based on their giving behavior and interests. Use email automation to send personalized messages, and take time to acknowledge donors by name. The more personal the connection, the more likely they’ll stay engaged.
4. The Growth of Social Giving and Peer-to-Peer Fundraising
Social media continues to grow as a powerful tool for fundraising. In the next decade, social giving—where donors contribute through platforms like Facebook, Instagram, or even TikTok—will become an even bigger piece of the puzzle. What’s more, peer-to-peer fundraising, where donors fundraise on your behalf by rallying their own networks, will continue to rise in popularity.
Younger donors are especially drawn to causes they can share with their friends, family, and online communities. This trend taps into the social nature of giving and helps nonprofits reach new audiences through personal connections.
Actionable Tip:
Consider launching peer-to-peer fundraising campaigns and encouraging your supporters to create their own fundraising pages. Also, invest time in developing a strong presence on social media where you can engage with supporters directly.
5. Corporate Social Responsibility (CSR) Partnerships
Companies are getting more serious about their social responsibility, and in the future, more nonprofits will find opportunities to partner with businesses for mutual benefit. Corporate giving isn’t just about writing a check anymore—it’s about meaningful partnerships that align a company’s values with the nonprofit’s mission. This can come in the form of sponsorships, matching gifts, or even employee volunteer programs.
As CSR continues to evolve, nonprofits that position themselves as valuable partners to businesses will have the opportunity to expand their reach and access new resources.
Actionable Tip:
Start by researching companies that align with your nonprofit’s mission. Reach out with a clear proposal on how a partnership can benefit both the company and your organization. Consider offering corporate volunteer days or setting up a matching gift program.
6. Focus on Long-Term Relationships Over One-Time Gifts
The future of philanthropy is all about building relationships, not just securing one-time donations. Donor retention will become more critical as organizations realize that it’s easier and more cost-effective to keep existing donors than to constantly search for new ones. Nonprofits that prioritize stewardship—building long-term relationships with their donors—will thrive in the coming years.
This means focusing more on thank-you calls, personalized updates, and consistent communication. It’s about showing donors that they’re an important part of the mission year-round, not just during giving season.
Actionable Tip:
Set up a donor stewardship plan that outlines how and when you’ll connect with your donors throughout the year. Don’t wait for the next big fundraising event—stay in touch consistently, showing appreciation and keeping them updated on how their support is making an impact.
Wrapping It Up
The future of philanthropy is exciting, but it’s going to require some adjustments. As donor behaviors evolve, nonprofits need to be nimble and ready to adapt to new trends. By embracing digital giving, prioritizing impact and transparency, personalizing engagement, and tapping into peer-to-peer and corporate partnerships, nonprofits will be better positioned for success in the next decade.
If you’re feeling overwhelmed by these changes or need help developing a strategy that aligns with these trends, I’d love to help guide you through it. The future of philanthropy is bright, and with the right approach, your nonprofit can thrive in the years ahead.
Talk soon,
Kari Anderson
Principal, Incite Consulting
