Topics:
Base & Mid-Level Giving, Donor Relations
BWF Services: Annual Giving and Digital Marketing, Donor Relations and Donor Experience

As we dive into 2025, it’s clear that the nonprofit world is changing faster than ever.

The ways we connected with donors a decade ago—or even a few years back—are being reshaped by new trends, shifting demographics, and cutting-edge technology. That’s why we’re setting our sights on these resolutions to keep donor relationships strong and meaningful this year. 

1. Restore, Build, and Maintain Donor Trust 

Donor trust is everything, and we’re doubling down on transparency, authenticity, and clear communication to strengthen it. Here’s what we’re committing to in 2025 as we partner with clients and become an extension of their teams: 

  • Telling Better Stories: We’ll share real, data-backed stories that show exactly how donations are making a difference. 
  • Deepening Stewardship: Regularly updating donors through newsletters, personalized thank-you messages, and events that connect them directly to your mission. 
  • Being Real: Using actions and messages that stay true to your values because authenticity builds the kind of trust that lasts. 

Did You Know? According to the 2023 Edelman Trust Barometer, 59% of people say their trust in nonprofits increases when organizations regularly share the impact of their work through clear, transparent reporting. 

2. Embrace AI Tools for Enhanced Donor Engagement 

AI is here to help us, not replace us. This year, we’re using it to make donor engagement smarter and more personal, but always with a human touch. Here’s how: 

  • Spotting Opportunities: We’ll use predictive tools to find donors who are ready to take the next step, like becoming sustainers. 
  • Personalizing Outreach: From emails to event invites, we’ll tailor content to what matters most to each donor. 
  • Supporting, Not Replacing: AI will handle the heavy lifting, so our teams can focus on building real, meaningful connections. 

Did You Know? BWF recently released a sector-based list of ways AI can enhance your fundraising efforts.  

3. Prioritize Sustainer Giving Models 

Recurring giving is a win-win: It provides donors with an easy way to support causes they love while giving us the stability to plan for the future. In 2025, we’re going to focus on the following: 

  • Simplifying Enrollment: We’ll ensure your recurring giving options are easy and intuitive. 
  • Showing the Difference: Through stories and updates, we’ll highlight how ongoing support creates lasting change. 

Did you know? According to the 2024 M+R Benchmarks Study, monthly giving accounted for 31% of online fundraising, reflecting a 6% year-over-year increase. 

4. Diversify Digital Marketing Efforts 

No more relying on just one or two platforms—we’re going where your donors are and bringing fresh, meaningful content with us. To do that, we’ll be: 

  • Finding Our Voice: Whether it’s LinkedIn, YouTube, TikTok, or something new, we’ll craft messages that fit the platform (e.g., platform demographics, consumption habits, etc.) and speak directly to your constituents. 
  • Owning the Data: By collecting and managing first-party data, we’ll make sure we can always connect with donors, ensuring resilience against changes in platform algorithms and policies. 
  • Investing in Content Marketing: Developing valuable, shareable content that resonates with your donors and aligns with the mission ensures our messaging is both engaging and impactful. 
  • Focusing on Video: We’re investing in video content because it’s powerful, shareable, and one of the best ways to tell your story. 

Did you know? Video content is one of the most engaging digital formats, with studies showing that videos generate 1,200% more shares on social media than text and images combined. Furthermore, a 2023 Wyzowl report found that 89% of consumers feel video content has convinced them to take action (i.e., donate or support a cause). 

5. Adapt to Generational Shifts and Economic Challenges 

Donors come from all walks of life, and their priorities aren’t always the same. This year, we’re working to meet everyone where they are by: 

  • Building Closeness: Every interaction will feel meaningful and impactful, no matter who the donor is or where they reside.
  • Tailoring Messages: Millennials and Gen Z want authenticity and social impact, while Gen X appreciates straightforwardness. We’ll make sure everyone feels included. 
  • Making It Local: Donors will see how their contributions directly benefit their communities because local impact is what hits home. 

Did you know? Blackbaud’s “Gen Z at the Table” report shows that nearly 70% of Gen Z donors are motivated to increase their giving when they receive impact reporting, and nearly 60% said a postal thank-you letter would motivate them. 

Looking Ahead 

This year, we’re ready to embrace change, use innovation to our advantage, and make donor relationships stronger than ever. These resolutions are more than just ideas. They’re commitments to evolve with the times while staying true to your mission as we empower nonprofits like yours to deliver on their promises. Together, let’s make this year one of meaningful growth and impact. To learn more about how BWF can help you make the most of your donor relationships, please contact sales@bwf.com.

What resolutions are you making to enhance donor engagement this year? Let us know what resolutions we can help you keep. We’d love to hear from you!