Top 5 Fundraising Trends for Nonprofits in 2025

The world of nonprofit fundraising is in a constant state of change, and staying ahead of the curve is essential for success. We’ve compiled a summary of the top 5 trends for 2025, based on insights from 25 industry leaders. Here are five of the most critical trends you need to know about to drive your fundraising forward.

1. The Rise of Donor-Advised Funds (DAFs)

Donor-Advised Funds (DAFs) aren’t just for major donors anymore; they’re becoming a major and growing source of giving across all donor levels. What makes DAFs so attractive? DAF donors have twice the value and a 13% higher retention rate than other donors. This means that focusing on DAFs can lead to more stable and long-term funding for your organization. Don’t overlook this increasingly vital segment of the donor landscape.

2. Direct Mail's Hidden Digital Power

You might think direct mail is an old-school tactic, but it’s actually a quiet powerhouse that’s fueling online giving. Up to 35% of online revenue is being triggered by a piece of mail. Direct mail acts as a catalyst, driving donors to your digital channels and ultimately generating revenue that might not have been attributed to it at first glance. This highlights the need to evolve your attribution strategy beyond a simple last-click model to truly understand what’s working.

3. The Midlevel Donor Goldmine

Midlevel donors are often the highest ROI group and are vital for fundraising stability. They sit in the sweet spot between small, one-time gifts and major donations. Investing in this segment is a smart way to protect your long-term fundraising goals. You should focus on building strong relationships with these donors through smarter segmentation and personalization to boost their loyalty and giving.

4. The Power of AI and Ethics

Artificial intelligence is a powerful tool for optimizing donor targeting and crafting personalized messages. It can help you reach the right people with the right message at the right time. However, the use of AI in fundraising comes with a significant responsibility: ethical considerations are paramount to protect donor trust and privacy. Organizations must use AI wisely and transparently to maintain strong donor relationships.

5. Text Messaging: The Must-Have Channel

In today’s fast-paced world, text messaging (SMS) has emerged as a crucial communication channel for fundraising. It now rivals or even beats email in terms of effectiveness. Text messaging is no longer a luxury; it’s a vital addition to every fundraising campaign. It’s a direct, immediate, and effective way to engage with your donors.

These insights show that nonprofit fundraising is changing on multiple fronts. To succeed, you need to adapt your strategies and make data-driven decisions. Remember to evolve your attribution strategy, focus on the right donor segments, and use new technologies ethically.

Top 5 Fundraising Trends for Nonprofits in 2025

1. The Rise of Donor-Advised Funds (DAFs)

2. Direct Mail's Hidden Digital Power

3. The Midlevel Donor Goldmine

4. The Power of AI and Ethics

5. Text Messaging: The Must-Have Channel

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