Looking Ahead

ENSURING A BRIGHT FUTURE

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^{WHAT PROGRAMMATIC CHANGES DO ORGANIZATIONS ANTICIPATE IN 2025?}

Continuing Year-Over-Year Trends, More Than Half of Organizations Expect Growth in Major and Mid-Level Gifts in 2025

Looking ahead to 2025, most organizations expect fundraising conditions to remain steady, with key shifts in focus. Over half (54%) anticipate growth in major and mid-level gifts, underscoring the importance of nurturing high-value donor relationships. Around 50% expect increased annual appeals, and 46% predict growth in foundation giving, highlighting the continued reliance on diverse revenue streams for sustainability.

A shift is also seen in funding sources, with more organizations anticipating corporate support (35%) than government grants (20%)—a change from the post-COVID-19 pandemic landscape. This points to a strategic pivot towards strategies for engaging corporate partnerships to fill gaps left by fluctuating government aid. Additionally, expectations for membership growth (25%) are lower, as nonprofits prioritize individual and institutional support over less predictable funding models.

Build Your Major Gifts Pipeline Through Annual Giving

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^{HOW ARE ORGANIZATIONS ADAPTING TO ENSURE FUTURE SUCCESS?}

63% of Organizations Use Digital Campaigns to Engage the Next Generation of Philanthropists

To engage and inspire the next generation of philanthropists—Millennials (born 1981-1996), Generation Z (born 1997-2012), and Generation Alpha (born 2013-2025)—organizations are increasingly turning to digital strategies. Key tactics include sharing cause-based, impact-driven narratives and using personalized, targeted outreach to connect with these younger audiences. By aligning messaging with their values and preferences, nonprofits can foster deeper engagement and build lasting support.

To learn more about effective strategies for engaging and retaining the next generation of philanthropists, check out our article, Your Guide to Finding, Engaging, and Retaining the Next Donor Generation.

Read about Nashville Symphony Orchestra's Associate Board Approach

How Are Organizations Targeting the Next Philanthropists?

63%

Digital or Social Media Campaigns

32%

Personalized, Targeted Outreach

31%

Cause-Based, Impact-Driven Narratives

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^{WHAT STRATEGIES ARE ORGANIZATIONS USING TO RETAIN AND ENGAGE NEXT GENERATION PHILANTHROPISTS?}

Over Half (57%) of Organizations Prioritize Expanding Revenue Streams to Stay Future-Ready

Nonprofits recognize the need for a variety of changes to remain competitive and effective in the future. The data highlights a focus on several key areas as organizations plan their next steps. Among the most commonly cited primary areas for improvement, 30% of respondents indicated that structural changes are key to positioning their organizations for future success. Additionally, 27% emphasized the importance of skill-based changes, while 20% saw technology adoption as critical. However, a striking 57% of organizations identified increasing or introducing new revenue streams as of either primary or secondary importance. This points to a clear understanding of the need for financial sustainability and growth, even as other areas undergo transformation.

Does your organization leverage multiple revenue streams?

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^{GLOBAL INSIGHT | HOW ARE NONPROFITS LEVERAGING DONOR-ADVISED FUNDS TO BOOST CHARITABLE GIVING?}

94% of Organizations Are Familiar with Donor-Advised Funds, But Active Engagement Remains Limited

Donor-Advised Funds (DAFs) present a significant opportunity for nonprofits to expand their charitable revenue, yet few organizations are fully leveraging their potential. While the vast majority of respondents (94%) are familiar with DAFs, only 25% actively solicit gifts from them as part of their fundraising strategy.

The gap in engagement is even more pronounced among organizations outside the US, where familiarity and activity with DAFs are significantly lower. Nearly 40% fewer international organizations report receiving gifts from DAFs compared to their US counterparts. However, interest in DAFs is growing globally, with 34% of international organizations expressing a desire to learn more and explore this avenue for fundraising. By taking proactive steps to target and solicit gifts from DAFs, nonprofits stand to unlock a valuable source of funding and broaden their revenue streams.

Discover How DAFs Work

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^{HOW ARE ORGANIZATIONS ENGAGING WITH AND MAXIMIZING NONCASH CONTRIBUTIONS?}

Over ¼ of Organizations Gain Major Revenue from Noncash Assets

Over 1 in 4 nonprofits (27%) reported noncash assets as representing more than 20% of their total giving. However, a key obstacle to increasing noncash donations is donor unfamiliarity with these giving options, with 45% of organizations citing this as a challenge. Additionally, 48% struggle to effectively communicate noncash gift opportunities, while 29% point to insufficient staff expertise. Addressing these barriers through education, outreach, and training can unlock the full potential of non-cash contributions, including retirement assets, diversifying and expanding nonprofit revenue streams.