Good Lord. How is it 2025 already!?
Here’s the deal: it’s January, the start of a brand-new year, and if you’re like me, you’re probably staring down a to-do list that could rival a CVS receipt.
You’ve got fundraising goals to hit, donors to woo, board members to manage, and, oh yeah, a whole nonprofit to run.
And let’s not forget, the world around us is shifting more often than my kids after they’ve snuck into the candy bucket we thought was hidden from them.
So, what should nonprofits really be thinking about as we roll into 2025?
The Chronicle of Philanthropy recently dropped some wisdom about trends shaping fundraising this year—tax law changes, donor-advised funds (DAFs), AI, dwindling donor pools, and the ever-present financial strain on nonprofits.
These are the big headlines, the things that will be front and center. But what about the other stuff? The quieter undercurrents and the unexpected curveballs that could throw a wrench in your plans or, better yet, open the door to new opportunities?
Let’s dive into a few things nonprofits should keep an eye on this year—beyond the obvious headlines. Because staying ahead in 2025 is going to take more than reacting to trends; it’s about being proactive, creative, and maybe a little bit scrappy.
1. The Rise of Donor Sophistication
Here’s the thing about donors: they’re getting smarter.
And they are getting pickier.
They’re not just writing checks because they saw a sad puppy on a flyer anymore (though, let’s be honest, those puppies still work). Donors are doing their homework. They’re asking questions about impact, sustainability…and yes, still talking about overhead. They want transparency, and they’re not afraid to call you out if they don’t get it.
In 2025, nonprofits need to focus on donor education.
This isn’t just about showing off your shiny impact report (though, by all means, polish it up). It’s about bringing donors into the story in a real, meaningful way.
Host Q&A sessions.
Create content that demystifies your operations.
And for the love of all that is holy, stop hiding your overhead costs like they’re your middle school yearbook photo. Show donors why investing in infrastructure matters and how it makes their dollars go further.
Here’s a New Year’s resolution…start embracing the concept that if you don’t have people, you don’t have programs. And, as it turns out, good people cost money.
Every business owner, every employee and every human with common sense understands it. And time to shelve that ol’ standby of “98% of all donations go directly to programming.”
Let’s re-train and re-educate our donors to stop asking about overhead, and start making every conversation about impact instead.
2. Collaboration Over Competition
Nonprofits have long been stuck in this weird Hunger Games dynamic, fighting over the same pool of dollars, donors, and grants.
Especially when it comes to Giving Days or competitions over finite grant of sponsorship money.
But here’s a radical idea for 2025: What if we stopped fighting and started collaborating?
Whether it’s partnering with other nonprofits to tackle big systemic issues or working with local businesses to create win-win solutions, collaboration is the name of the game.
Donors love to see their favorite causes working together instead of working against each other. Plus, with financial pressures mounting across the sector, pooling resources and sharing expertise could be the key to survival.
The name of the game this year is partnerships.
I’m hell bent on making this the norm, rather than a unicorn moment in the nonprofit realm.
Look to other local or regional organizations that are working in the same or similar space, ask the question “how can we maximize our talents together” and reap the benefits of a larger impact, larger marketing opportunities, and larger gifts from donors who see you dreaming bigger and bolder than everyone else!
3. Hyper-Personalized Donor Engagement
I spent a whole hell of a lot of time talking about this in 2024, and in the words of American Poets Young Gunz, “Can’t Stop, Won’t Stop.”
We’re living in a Netflix-and-Spotify world, where algorithms serve us up exactly what we want before we even know we want it.
Donors are starting to expect the same level of personalization from the nonprofits they support.
In 2025, generic thank-you letters and one-size-fits-all appeals just aren’t going to cut it.
You’ve got to know your donors—their preferences, their passions, even their quirks—and tailor your communications accordingly.
Use your CRM like it’s a crystal ball.
Ask better questions to get to know your supporters better.
Segment your email lists.
Send handwritten notes (yes, people still love those).
And if you’re using AI tools, make sure they’re adding a human touch, not stripping it away.
You don’t have to re-create your whole engagement process, but you sure have to give it more thought than if your donors were cattle.
4. The Quiet Power of Peer-to-Peer Fundraising
“Third-party endorsement is exponentially more important than first-party solicitation,” – Me, Patrick Kirby, at nearly every speech I give about fundraising.
I’m not even embarrassed about repeating myself anymore.
My kids might hate it (“Dad! Why do you repeat yourself all the time!?” Me: “Because no one listens to me the first time!”)
So let’s go over it again. People expect you, the fundraiser, to ask for money and talk nicely about your organization. But – its UNEXPECTED to have some random community member, what feels out-of-the-blue – say awesome things about your nonprofit and suggest people give to your mission.
While everyone’s chasing major gifts and corporate sponsorships (and please, still do a LOT of this!) don’t overlook the grassroots power of peer-to-peer fundraising.
In a world where trust in institutions is declining, people trust people. A friend’s fundraiser on Facebook or a colleague’s LinkedIn post about a cause they care about still carries weight.
Make 2025 the year you invest in your supporters as your best ambassadors.
Give them the tools to fundraise on your behalf—toolkits, templates, or scripts – And if you need some examples – did you know you can get everything you need at Do Good YOUniversity!? Its true! Check it out!
And don’t forget to recognize them publicly (and often).
When you empower your community to spread the word, the ripple effect can be game-changing.
Final Thoughts: Be Proactive, Not Reactive
2025 is going to be full of challenges, no doubt. But it’s also full of opportunity. The organizations that thrive this year won’t just be the ones that react quickly to change—they’ll be the ones that anticipate it, embrace it, and use it to grow stronger.
So, grab that CVS receipt of a to-do list and start prioritizing.
The New Year and new goals aren’t “around the corner” — they are already here.
Let’s meet it head-on!
You got this!
-Patrick
PS – Hey! Ready to tackle 2025 like the rockstar fundraiser you are? Let’s chat—because if you’re still reading this, you’re my kind of people.
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