2025 Fundraising Evolutions

I used to enjoy making New Year Resolutions. Sometimes they were specific actions, other times they were audacious goals. 

But now I look forward to evolving during the year. Sometimes an exquisite resolution gets thwarted (remember 2020?). Take a moment to consider New Year Evolutions - what you may do more and less of in 2025 to better connect with donors to the impact of their giving - and inspire them! 

2025 Evolutions - Consider doing more of:

1. Think Like a Donor:
• Move from "How can I get the donor to give?" to "How may I engage the donor?" Donors consider their values and identity when considering large gifts, not their wallets.
• For major gift conversations, frame Asks around the impact, understanding the donor's values.
• For direct response, tell the story of the future impact, rather than messaging around urgency, anniversaries, "the need", or "last chance!" hullabaloo.
2. Elevate Stewardship:
• Thanking and stewardship is foundational to a thriving fundraising program and our low retention rates are a symptom. 
• Showcase the impact of donors' gifts with variety: visuals (images or videos), testimonials (eyewitness narratives or using writing from clients), and data (before-and-after numbers, easily understandable charts). 
• Use stewardship to inspire donors. A thank you is a handshake for a future gift.
3. Ask Donors About Their Desired Impact:
• Use discovery conversations for major donors - whether in person, in a phone call or a virtual meeting.
• Surveys are a great way to learn about donors when reaching hundreds or thousands - give them the opportunity to share.
• Questions to ask:
• "What prompted you to support us?"
• "When thinking of our programs, what resonates most with you?"
• "What impact would you like to see?"
4. Create More Access Points:
• Offer multiple, easy ways for donors to connect with you or give. Include your phone number (direct dial or extension) in your emails or letters, add a link-to-give in your signature line, and always have a link-to-give in your out-of-office.
• Asking once per year is all about the organization and not at all about the donor. If you do a once-a-year ask (usually the Fall or Year-End), consider adding one or two more avenues of asking. 
• Offer ways to engage such as tours, a "town hall" (in person or via Zoom) and thank you calls from Board members.
5. Find Joy in Your Work:
• This nonprofit work is not always easy! Help yourself connect to the joy you had when you started by staying connected to the mission impact.
• Incorporate reminders of the lives you’re changing through fundraising - images in your workspace, messages from donors, and keep. a "kudos" file that you can dip into to recall those times you were thanked.

2025 Evolutions - Consider doing less of

1. Less Transactional Fundraising:
• Shift away from impersonal, one-size-fits-all approaches. Create personalized Asks an for direct response or make it personal with major donors.
•  There is really no one-size-fits-all - unless you want only the smallest gifts.
2. Stop Treating Past Giving as a Roadmap to the Future:
• Recognize that donor priorities and interests may change. Their steady past giving at one level may indicate their capacity... or may indicate the lack of inspiration and engagement. 
• Instead, consider engaging donors around their current values and desired impact 
3. Spend Less Time Stuck at Your Desk:
• Take intentional breaks during the day to refresh your mind and regain focus.
• Take moments to reconnect with your mission and find joy in your work.
• If you're a major gift officer, get out more! While only 1 in 3 donors may want to deeply engage with your nonprofit, continue to offer opportunities to meet.
4. Drop the Frustration with Donors:
• Meet donors where they are in their partnership with your nonprofit; connect with curiosity, welcome and empathy.
• Remember, supporters’ questions, hesitations, or concerns reflect opportunities to deepen the relationship.
5. Less Internalizing of Team or Organizational Challenges:
• As fundraisers, we often feel a deep responsibility for the success of our mission. But carrying the weight of cultural or team issues alone can lead to burnout and frustration.
• Focus on what you can influence while maintaining healthy boundaries and self-compassion.

As we step into a 2025, you may already be pursuing your personal resolutions.

I challenge you to consider New Year Evolutions in your fundraising in 2025. Consider doing more of what builds authentic connections and inspires supporters. Equally important is choosing things you'll commit to doing less of such as transactional approaches and ruminating on frustrations.

What’s one evolution you’ll consider embracing for 2025?