Digital Fundraising Trends

I've been paying attention to how donors under 40 are engaging with nonprofits. And if your fundraising strategy was built for Boomers and Gen X, you're probably missing them entirely. Here's what I'm seeing: Younger donors aren't necessarily giving less. They're giving differently. And most nonprofit fundraising systems aren't designed for how they operate. ✅ Pattern 1: They want to give online, easily, now. If your donation process requires more than 3 clicks or doesn't work seamlessly on mobile, you're losing them. They're not going to mail a check. They're barely going to tolerate a clunky web form. One organization simplified their donation page to 2 steps on mobile. Conversions from donors under 35 increased 40%. ✅Pattern 2: They respond to peer influence more than institutional messaging. Traditional direct mail and email campaigns don't land the same way. But when someone their age shares your work on social media or texts them a link? They pay attention. The organizations reaching younger donors effectively are empowering their young supporters to fundraise on their behalf. Peer-to-peer campaigns. Social sharing tools. Making it easy to spread the word. ✅Pattern 3: They want transparency and impact proof upfront. They're researching before they give. Checking Charity Navigator. Looking at financials. Reading reviews. The "trust us, we're doing good work" approach doesn't fly. Organizations winning with this demographic are leading with data. Showing exactly where money goes. Being transparent about challenges, not just wins. ✅Pattern 4: They're less loyal to institutions, more loyal to causes. Boomers often give to the same organizations for decades. Younger donors are more likely to shift their giving based on what feels most urgent or impactful at the moment. This doesn't mean they won't be loyal, but you have to earn it constantly, not assume it. What's working: 1️⃣ Organizations that meet younger donors where they are instead of expecting them to adapt to traditional fundraising methods. 2️⃣ Mobile-first donation experiences. Social media strategies that aren't just broadcasts. Radical transparency about impact and finances. Opportunities to engage beyond just writing checks. The shift: If your donor base is aging and you're not intentionally building relationships with donors under 40, you're building a sustainability crisis. They're not going to start giving the way their parents did. We need to adapt to how they give. What's your strategy for engaging younger donors? Is it working? #youngerdonors #millennialgiving #genz #fundraisingstrategy #donorengagement #nonprofittrends #maine #nonprofits #philanthropy

Trust is foundational in this sector. So is access to real data. Right now, conversations around AI, economic pressure, shifting channels, global volatility feel loud. And it can feel reactive. But when you look closely at donor behavior, the direction is clearer than the discourse. - Mobile is now the primary giving environment. - Social channels are driving stronger recurring conversion than search. - Digital wallets continue to grow, while one-time gift sizes are tightening. - Thoughtful AI implementation is producing measurable revenue lift. These are structural shifts in how generosity is expressed (and explored in the Pulse of the Donor report we published today). Donor behavior isn’t uniform. What drives recurring growth in one market doesn’t automatically translate to another. Across the U.S., Canada, the UK, and Australia, we see meaningful differences in payment mix, channel performance, and conversion dynamics. What’s consistent is this: infrastructure decisions are no longer technical details. They are revenue decisions. AI will increasingly shape donor discovery, personalization, and timing. The Orgs that benefit most will be those with strong data foundations and flexible experience architecture, not just more tools. We’ve captured the full analysis in this year’s Pulse of the Donor report, based on transaction-level data across thousands of nonprofits. If you’re responsible for growth, donor loyalty, or long-term resilience, I hope it’s useful. Get the report here: https://lnkd.in/dyua3zCR

6 insights from 18 months (and hundreds) of donor conversations + and what they mean for your 2026 fundraising plans 👇🏽 In our November Fundraising Innovation leaders Breakfast Club our fabulous qual researcher Rachael Millar shared 6 key insights all fundraisers should be thinking about going into 2026 plans. 1. Negative News Fatigue People are turning away from bad news - wars, climate crisis, economic instability - because it feels overwhelming. Many feel powerless or “numbed” by negativity. Opportunity: Focus on hope, progress, and solutions over problems. Localise stories - show small, tangible actions that make an impact. Give supporters agency and control See Hope not Hate mobilisation over the last 2 months against the far-right flag movement for evidence of this. 2. Trust & The “Single Source of Truth” People struggle to know who or what to trust. Conflicting information is everywhere - TV and radio are losing credibility. Opportunity: Charities are more trusted than the government — leverage this. Curate and simplify information for your audience. Offer actionable steps and expert guidance to build trust. Position your charity as the go-to source for reliable insight in your field. Every charity should increase its TikTok & YT output. Countering misinformation should be an organisational objective. 3. Digital Fatigue & Offline Connection Audiences (especially under 50) are questioning screen-heavy lifestyles and craving offline experiences. Reducing screen time has measurable benefits for well-being. Opportunity: Offer offline or hybrid activities connecting people IRL. Tap into nostalgia (e.g., pre-digital hobbies, traditional games, events) Promote wellbeing through community and experience, not just messaging 4. Community & Connection People crave belonging and shared purpose — “finding my people.” Community works across all fundraising areas, not just events. Opportunity: Build community elements into supporter journeys (e.g. peer groups, shared challenges). Encourage participation and collaboration rather than solo giving. Highlight kindness, togetherness, and shared values. Charities need to curate their own fandoms - there is a huge opportunity to double down in this area. 5.  Escapism & Joy Escapism is a major emotional driver - people want “holiday feelings,” daydreams, and light relief. Opportunity: Design experiences that feel immersive, fun, or transportive. Lotteries and competitions tap into “imaginative optimism.” Use joyful storytelling to offset fatigue and re-engage audiences. 6. Boldness Builds Trust Supporters respect authenticity and bravery. The RNLI’s success defending its migrant rescue work shows standing firm on values increases support. Opportunity: Be clear about what your organisation stands for. Don’t shy away from controversy when aligned with your mission. If you want the full write-up, just shout - we’re digging into these themes across all our 2026 product development work.

Did you catch this article on the plunge in digital giving in April? Especially for larger gifts? Do you want to know a big exception they didn't cover? 👀 Digital DAF giving! 🙌 The platforms interviewed (Zeffy, DonorBox, Bloomerang) saw double digit declines in fundraising volume after the Trump Tariffs were announced & financial markets took a nosedive - which was most prominent among donors giving over $500 😔 Well, we saw the opposite in April for DAFpay - the only way to pay with your Donor Advised Fund in online giving forms ✅ March 2025 Average DAFpay Gift Size across thousands of gifts: $900 April 2025 Average DAFpay Gift Size across thousands of gifts: $1,200 While the month-over-month or year-over-year total volume comparisons aren't as indicative for DAFpay given the exponential growth we're seeing from rapidly expanding utilization, I do think it's fair and useful to look at changes in average gift size in this context 📈 The theory presented in this article is that market declines made donors less likely to give, and less likely to make large gifts 😬 But for folks with DAFs, they aren't thinking about their general investment account or monthly credit card bill when using their DAF 😁 DAF funds have already been set aside in a dedicated fund that can only ever be used for donations. It's insulated from those more emotional responses to market fluctuations 🛡️ The mental barriers to giving are significantly lowered because of the phenomenon of pre-commitment - people can actually turn to their DAF to make increased gifts in times of heightened need 💰 That is what we saw in 2009, when DAF giving was the only channel that grew year over year. The DAF world is at a significantly larger scale now, and will be interesting to see if this phenomenon continues in 2024 with all this economic turbulence 🔮 My view? Early signs are that DAFs are going to be a lifeline for nonprofit support this year, and DAFpay helps lower the functional hurdles to DAF usage even further ⚡ #nonprofit #philanthropy #fundraising https://lnkd.in/erHcJaci

Welcome to the Future of Fundraising. The best question you can ask yourself when evaluating AI is “Will this directly drive revenue or will this create efficiencies?” If your answer is revenue, you're probably looking at Autonomous AI. If your answer is efficiency, you’re looking at AI Enablement. Developing a clear grasp of Autonomous AI versus AI Enablement is a skill all fundraising leaders need to develop now, because today’s choices will drive tomorrow’s growth. When I co-founded Gravyty almost a decade ago, I was a frontline fundraiser who needed to operate more efficiently to reach more of the donors in my portfolio. What we created was the first AI Enablement tool for fundraisers that could self-write emails for me to edit and send to keep me on top of outreach. This is a great example of AI Enablement, tools that draft emails, summarize insights, predict giving potential, analyze CRM data, or prioritize donor outreach lists. Those key words–draft, summarize, predict, analyze, prioritize–are often akin to AI Enablement. AI Enablement tools are measured in the efficiencies that they produce, essentially helping employees do their current job well. Autonomous AI is an entirely different category. Unlike AI-enabled tools, Autonomous AI is responsible for an entire job from start to finish, independent of its human colleagues, as a standalone solution. In fundraising, this critical difference means that it is accountable for the same outcomes as a staff member. Unlike AI Enablement, in our industry, Autonomous AI can be measured on direct revenue generation and pipeline growth. Autonomous Fundraising, and the work of the Virtual Engagement Officer, exemplifies this difference. Bucknell University’s VEO, Lauren, manages a 1,000 donor portfolio and has raised $450,000 while outperforming a control group on every metric: dollars raised, renewals, participation, and gift increases. The VEO operates just as a traditional gift officer would, using cultivation activities that lead donors to give. For this reason, we can measure the VEO by the same revenue-generating standards as every other fundraiser on the team. Rather than focusing on doing the current scope of work well, Autonomous AI has the unique ability to be applied to scale areas of growth that were previously thought impossible. As we evaluate AI and bring it into our organizations to improve fundraising, the donor experience, and ultimately our missions, asking critical questions about outcomes will become increasingly important.

Mass Participation Fundraising is Shifting. The latest data from Enthuse’s Mass Participation 2025/26 report shows how mass events are becoming one of the strongest engines of income and supporter engagement across the charity sector. Here are the key insights for charities planning ahead: 👍🏻59% of people take part because they want to fundraise for a cause they believe in 🏃🏼Fundraising boosts performance.  – 59% say it motivates their training  – 40% say it pushes them on during the event itself 💷Fundraisers fall into three main groups:  – 36% raise up to £500  – 47% raise between £500 and £3,000  – 17% raise more than £3,000 – up from 13% last year 🎯Targets work.  – 77% of participants set a fundraising target  – 85% hit or exceed that target 🌄Early starters raise significantly more.  – Starting six months out sees 82% raise over £500  – 29% go on to raise more than £3,000 (Strongest correlation in the report.) 👵🏻Experience matters.  – 27% of serial distance runners raise over £3,000  – Compared with 10–15% of first timers 👀Donors respond to visibility.  – 86% hear about fundraising asks through social media  – High performers use around five channels and post daily 🔧Missed donations are fixable.  – 25% of people don’t donate simply because they forgot or didn’t have time when asked ⏩Looking ahead: • 22% of the public are already committed to a charity event in the next 12 months • 42% are considering it What does this mean for charities? Be bold with targets. Start stewardship earlier. Turn first timers into serial fundraisers. Support participants to tell their story online. Because the opportunity is huge for those who prepare for it. #CharitySector #Fundraising #MassParticipation #Nonprofits #CharityEvents #DataInsights #ThirdSector

High-net-worth donors are acting more like venture capitalists. Not in the sense of writing checks for the next unicorn but in how they evaluate nonprofits: The shift: A 2023 Bank of America study found that 85% of high-net-worth donors now “expect measurable results” from their giving, compared to just 47% a decade ago. Another Bridgespan survey showed that nearly 70% of major philanthropists look for scalable models and evidence of impact before committing funds, almost identical to the screening criteria VCs use with startups. In other words: your nonprofit is being “pitched” just like a startup. What this means for you: Donors are no longer satisfied with: • “We served X families this year.” They’re asking: • “What’s the cost per outcome? How do you scale? Who’s on your leadership team? What’s your theory of change?” These are due diligence questions straight out of a VC’s playbook. The playbook shift for nonprofits: 1. Metrics over anecdotes → Replace “heartwarming story only” with “story + unit economics of impact.” 2. Growth narrative → Share not just what you did last year, but your roadmap for 3–5 years. Think in terms of market expansion (communities served), not just annual fundraising goals. 3. Board = Advisors → Highlight how your board members function like startup advisors, unlocking networks, capital, and credibility. 4. Risk transparency → Just like startups disclose risks in their decks, nonprofits that are candid about challenges gain trust with major donors. Why this works: Data shows that storytelling + data posts on LinkedIn outperform by 27% in engagement compared to generic updates . The same applies in fundraising. Pair the emotional “why” with hard “how” metrics, and you’ll unlock six- and seven-figure checks. With purpose and impact, Mario

The average nonprofit raises $1.11 per email contact—but some outperform by 5x. The most successful digital appeals feel hand-crafted—because they are, at scale. Using first names in subject lines can boost open rates by 26%. Segmenting appeals by giving history or interest increases click-through rates up to 36%. Donors who watch a 60-second “thank you” video are 33% more likely to give again. A regional animal shelter started sending short, individualized appeal videos from staff to donors who hadn’t given in six months. Their reactivation rate soared—even lapsed donors responded. The most scalable fundraising tool is a message that feels one-on-one. How are you personalizing donor outreach to stand out in a crowded inbox?

Fundraising in 2026: What NGOs need to prepare for If your fundraising strategy still looks like it did 3 years ago it’s time to rethink. Here are 5 clear trends shaping NGO fundraising in 2026: 1. Donors want to feel known. Generic thank-yous and newsletters don’t cut it. Personalisation is now expected especially by HNIs and repeat CSR funders. 2. Renewal rates matter more than new donor counts. Most NGOs spend 80% of their time chasing new donors instead of retaining the ones they’ve already earned. That's a pipeline leak. 3. Funders want face time with your frontline team. Program staff are becoming a key part of donor conversations. Funders want to hear directly from those implementing the work. 4. Funders are asking: “What changed because of you?” Impact reporting is moving from outputs to outcomes. If you're still showing activity counts, you’re behind. And lastly very important point- 5. You’re being benchmarked even if no one tells you. Donors compare your cost per outcome, reporting quality, and program scale to similar orgs. Standing out isn’t optional anymore. 👉 These aren’t “nice to know.” They’re make-or-break. NGOs who adapt early will raise more consistently.

🚨 Hot take: DIGITAL INFRASTRUCTURE IS NOT OPTIONAL, IT'S CRITICAL! 🚨 This morning at 5 AM, I'm doom-scrolling Facebook (we've all been there), and I spot a donation opportunity for a well known, national organization I'm passionate about supporting. They urgently need funds. I'm in! But then... ❌ Default to 1x donation option (psst... you could have had me at monthly) ❌ Manual entry for ALL my details (at 5 AM? Really?) ❌ Credit card as the sole payment method ❌ No digital wallet option ❌ No recapture or offer to remind me to come back later to finish my donation. Now, maybe I'm the odd one here, but I don't keep a credit card by my bed, but my digital wallet? Always ready! Nonprofits, listen up! 🔊 The stats don't lie: 📊 Digital wallets can boost conversion rates by up to 35% (PYMNTS) 📊 18% of online shoppers abandon carts due to complicated checkouts (Baymard Institute) 📊 Offering multiple payment options can increase conversions by up to 50% for nonprofits (NextAfter) Your supporters WANT to help. But in 2024, if you're not optimizing: ✅ Recurring donation options ✅ Streamlined form filling ✅ Multiple payment methods (Stripe, PayPal, Apple Pay, etc.)✅ Or recapturing opportunities You're leaving money on the table. 💸 The tech is out there (I can give you some suggestions). The solutions exist. It's time to prioritize your digital infrastructure. Because when donating is as easy as a couple of taps, everyone wins. Your cause gets funded, and supporters like me can act on that 5 AM generosity/rage impulse! Who else has faced similar frustrations? Please reach out if you have questions, need referrals, or want to share your thoughts on donation conversions and what is holding us back. This should be one of the easier problems to solve. #NonprofitTech #DigitalTransformation #FundraisingTips #UXMatters