Fundraising is Changing; Here’s What Smart Nonprofits Are Doing Differently

Many nonprofits are working harder than ever, but donor habits are shifting faster than fundraising strategies. The organizations seeing the most success aren’t necessarily working harder—they’re working differently.

Here’s how.

Three Fundraising Shifts You Can Implement Today

1. Treat Donors Like Investors, Not Just Givers

If you want donors to see their giving as an investment rather than a transaction, you need to stop treating your appeals like ATM withdrawals.

Donors are asking:

• Where is my money going?

• Is it making a real impact?

• Do I feel connected to this organization beyond my gift?

What to do today:

• Look at your last donor email. Does it only ask for money, or does it show real impact?

• Send an update to donors without an ask. Share a specific story about what their past gifts made possible.

• Shift your language: Instead of “Support our work,” try “Join us in solving this problem/issue.”

2. Personalization Is No Longer Optional

Donors don’t care about your campaign. They care about why it matters to them.

Yet most nonprofits still send one-size-fits-all messages. The result? Lower engagement, less giving, and donors who quietly disappear.

What to do today:

• Identify three donors who have given more than once in the past year.

• Send each of them a personal, one-on-one email:

Subject: Thank you, [Donor’s Name] Hi [First Name], I was thinking about the generosity you’ve shown to [Nonprofit Name] and wanted to personally say thank you. Your support means more than you know, and I’d love to share a quick update about the impact you’ve made. If you ever have any questions or just want to connect, I’d love to hear from you! With appreciation, [Your Name]

The fastest way to increase donor retention isn’t through automation; it’s through intentionality.

3. Relying on One-Time Donations Is a Risky Strategy

Nonprofits that only fundraise through one-time gifts and year-end appeals are constantly chasing dollars instead of building sustainable revenue.

What to do today:

• If you don’t have a monthly giving program, add a "Make this a recurring gift" option on your donation page.

• Identify three donors who have given multiple times in the past year—reach out and ask if they’d consider a monthly commitment.

• Make monthly donors feel exclusive. Offer behind-the-scenes updates just for them.

Quick Wins Recap: Do This Today

• Send an impact update to donors without an ask.

• Identify three loyal donors & send a personal thank-you email.

• Offer a monthly giving option (or reach out to recurring givers with a personalized note)