The Year in Fundraising Review

The Year in Fundraising Review: What Worked, What Didn’t + What’s Next?

Another year of fundraising is nearly in the books — and oh what a ride it has been!

Philanthropy is still very much alive and evolving!

Even with donors feeling the squeeze and an election year taking up WAY too much airtime, folks continued to show up for the missions and organizations they believe in this year and that’s worth celebrating.

Let’s take a peek at what happened this year — what worked, what didn’t and where we’re headed next.

The Giving Landscape

Overall giving stayed pretty flat this year in our neck of the woods – with the exception of sponsorships which trended down slightly and grants which ticked up a smidge.

Here’s what did stand out:

• Foundation giving held steady, but competition is spicy and fierce.
• Individual donors remain the biggest slice of the fundraising pie — roughly two-thirds of all giving.
• Major gifts are on an up trend – slightly; smaller donations took a small hit.
• Corporate giving ticked up a teensy bit — especially from local businesses – but not necessarily in the same ways they had previously given (ie. perhaps not as much from sponsorship).

Translation?

Donors are still giving — but they’re choosier about how, to whom and how much – than ever before. We must connect deeply and clearly with donors if we want to retain them – ideally at the same or higher giving level.

Strategies that Helped:

• Challenge Matches for the WIN! On average, we noted approximately 10% stimulation with 1:1 matches and nearly 20% growth by implementing a 2:1 match. So matches are very worth the time and effort of securing the funds! 
• Strategic incentives and drawings engage folks who might not otherwise participate
• Clear video storytelling utilizing best practice for fundraising events demonstrating your mission impact
• Understanding the 5 main personality types in attendance at fundraising events and offering something for each one in mind
• Offering donation levels and engagement strategies for every budget and donor personality type
• Smart sponsor activation
• Monthly donor solicitation AT the event
• Streamlined fundraising event execution
• Rock-solid revenue, auction and donor engagement strategies

Political Distraction and Fear

There’s only so much attention to go around. Daily news and political noise made it harder for nonprofits to break through to their donors on a regular cadence – which was only compounded by growing needs combined with fewer resources.

What helped:

• More Mission. Less division. Focus on what we can all agree on so everyone feels good about supporting the mission – and DOES!
• Keep content local + personal. Donors typically want to help their own communities first so help them understand their impact closer to home
• Thoughtful mission messaging that stayed true to organizational values while communicating the sometimes dire truth of their needs

Mission Forward Messaging

The orgs that kept their mission front and center saw better engagement + stronger giving. It’s not the party, the theme, or the fancy entertainment — it’s your WHY.

Powerful Storytelling

No shocker here — storytelling remains the key ingredient to success!

The most successful events:

• Shared one authentic, impactful appeal story
• Connected a real human to the mission
• Demonstrated clear outcomes
• Made it VISUAL

Make it real. Make it personal. Make donors FEEL something!

What Didn’t Work (Let’s Not Do That Again)

Too Long Programs

We love your speakers… but not six of them. And not ten minutes each.
Long programs lead to disengaged donors and weaker giving. Avoid this by keeping your live programming tight, concise and to the point. Lean into tech, visuals, video, music, lighting, great sound and kick ass presenters to keep donors engaged and giving!

Late or Lack of Follow-Up

If someone gives, in any amount, THANK THEM. Quickly. This is the easiest way to help ensure you keep your donor base happy and with you for the long haul.

Under-Utilizing Data

If your donor info lives in spreadsheets + sticky notes, it’s time to upgrade. There are SO MANY software solutions made just for nonprofits that will make your life easier, your data at hand and donor info up to date.

Best Practices to Bring Into 2026

Lead with Mission

Tie everything back to the communities (people, places, animals) you serve.

Tell Better Stories

News Flash: Statistics are not stories. And yes — social proof matters. Always weave stories around your impact on real humans and actual outcomes.

Stay in Touch Year-Round

Retention > acquisition. Donors want to be part of your journey — let them in.

Gratitude = Oxygen

Say thank you early and often. Then clearly share the impact their investment made

Invest Smart Systems + Leverage Data

It pays off in stewardship AND revenue. Promise.

Final Thoughts

Despite the crazy that is/was 2025, donors still SHOWED UP. Why? Because your mission matters. And good people are everywhere. Let them into your work. Show them how their support impacts their communities. Be better stewards of the donors you already have. 

Here’s to YOU! Here’s to 2026. And here’s to changing the world together! We’re honored to partner with so many amazing nonprofits doing such incredible work in the world.

Join us! Reach out! We’d love to welcome you to the family.