The 2025 Fundraising Outlook: Trends Shaping Nonprofits' Strategies and Sustainability

Nonprofits Adapt Strategies for 2025

OneCause, a renowned technology provider for fundraising events, has recently published its report titled The 2025 Fundraising Outlook: Nonprofit Trends and Strategies for Success. This comprehensive analysis draws insights from 977 fundraising professionals and sheds light on the successes and challenges that nonprofits encountered in 2024. It also delineates their strategic priorities for the upcoming year, emphasizing sustainability and enhanced donor relationships.

Resilience in Fundraising

Steve Johns, the CEO of OneCause, highlights the resilience non-profit organizations have shown amid changing fundraising conditions. As they navigate the complexities of donor expectations and technological shifts, creating a sense of community through events—whether in-person, hybrid, or online—remains essential. These gatherings are not only critical touchpoints but also enhance engagement and ultimately lead to successful fundraising outcomes.

Top Challenges Faced

The report outlines that over 85% of nonprofits identified recurring giving and donor engagement as significant challenges. To address these issues in 2025, nonprofits are committed to focusing on both donor acquisition (98%) and donor retention (95%). This balanced approach indicates a growing awareness that retaining existing donors is as vital, if not more so, than securing new ones.

To promote retention, nonprofits are investing in personalized giving experiences and refining their engagement strategies. By fostering deeper relationships with their supporters, organizations aim to ensure long-term loyalty and amplify their outreach.

The Role of Events in Fundraising

The findings reveal that in-person and hybrid events have become critical avenues for fundraising success. Specifically, 75% of organizations conducting in-person events in 2024 met or surpassed their fundraising goals. Similarly, 76% of nonprofits employing hybrid event formats achieved their financial targets. As we look forward to 2025, approximately 80% of nonprofits plan to host in-person events, while a third are opting for hybrid models. This demonstrates a recognition that live events foster personal connections, while hybrid events extend reach and inclusivity.

Sustaining Revenue Through Online Fundraising

Event-based fundraising continues to be a crucial revenue contributor, especially for smaller nonprofits. Notably, 66% of organizations with annual operating revenues under $1 million derived over 21% of their income from event and online fundraising channels in 2024. This reliance on diversified revenue streams underscores the importance of adaptability in financial strategies.

The Emerging Influence of AI

An essential insight is the increasing adoption of Artificial Intelligence among nonprofits. Nearly half (49%) of organizations are already utilizing or plan to incorporate AI to enhance their donor management systems. This figure reflects a 15-point increase from the previous year. Additionally, there has been a remarkable 19-point rise in nonprofits planning to use AI for copywriting and a 28-point increase for using AI in fundraising and event planning. While the adoption of these technologies is promising, challenges remain concerning the implementation due to resource constraints and knowledge gaps.

Conclusion

The full findings of OneCause’s report provide a roadmap for nonprofits aiming to thrive in a dynamic fundraising environment. As the landscape evolves, these organizations are becoming more adept at utilizing technology and understanding the nuances of donor relations to secure sustainable growth.

To explore the complete report and its findings, visit the OneCause website, where you can download the comprehensive analysis to stay on top of the latest trends in nonprofit fundraising for 2025.