How Nonprofits Can Rethink Donor Engagement in 2025
Donor behavior is shifting in subtle yet significant ways, and nonprofits are feeling the impact. While donor fatigue may not always top the list of stated challenges, it makes it difficult to maintain consistent engagement and retention.
Research found that 30% of fundraisers still cite donor fatigue as a key challenge to keeping supporters engaged, second only to staffing and resource constraints.
There is no magic bullet answer to strengthening relationships with donors. One step that many nonprofit leaders can take today is to move away from one-size-fits-all strategies that do more to alienate donors than engage with them.
Ditch the One-Size-Fits-All Approach
Many nonprofits still rely on outdated tactics that treat all donors the same. They don’t use data intelligence and analytics to identify donor patterns and understand their audience. As a result, they fall behind. It no longer makes sense to approach the same supporters with the same ask, the same way, year after year.
The traditional old-school model — onboarding a seasoned development officer who spends an extended amount of time cultivating relationships — can be too slow in today’s fast-paced landscape. Donors expect relevance and responsiveness now. Organizations no longer have the luxury of time to personalize engagement at scale from day one.
The first step in an intentional donor engagement strategy is to stratify your donors based on meaningful attributes. How much have they given over time? Which programs or causes do they consistently support? Each of those segments should be treated as its own strategy group, with customized outreach that reflects what matters most to them. Without this level of personalization, nonprofits risk wasting time and resources on misaligned communication and potentially losing donors in the process.
Organizations that are most effective at their fundraising strategy use data insights to build targeted stories and appeals. They identify patterns, track preferences and tailor messages that deepen connection and drive action. The blanket outreach approach simply doesn’t work anymore.
Modern Fundraising Demands More Than Gut Instinct
For nonprofits facing rising costs and limited resources, tech tools like automation platforms, donor analytics and real-time dashboards offer both operational efficiency and smarter, more effective fundraising. By segmenting donors based on financial capacity, aligning messaging with interest, and timing outreach to when donors are most likely to engage, organizations can elevate both engagement and results.
Consider Lifehouse, a nonprofit that supports individuals with developmental disabilities. Facing financial pressure, they developed a data-driven fundraising strategy. By tiering donors based on financial capacity, tailoring ask amounts and customizing outreach, Lifehouse launched a more targeted year-end campaign. The organization refined its messaging using real-time data and tracked progress with dashboards. The result? A 27% increase in year-end donations and a more strategic, sustainable donor engagement approach moving forward.
This is the kind of pivot today’s donors respond to.
Signs Your Engagement Is Working — and How to Amplify It
Tracking gift amounts alone isn’t enough to gauge success. Indicators like increased donor retention and referrals, when supporters actively bring new donors into the fold, are signs that your engagement is resonating.
Social media interaction also offers powerful signals: Likes, shares, comments and tags show emotional connection and willingness to advocate for your mission. Social media is a space for two-way conversations where donors feel seen and heard. Nonprofits that prioritize authentic, meaningful interaction on these channels build a sense of belonging that keeps supporters engaged long after the donation itself.
Another approach that’s gaining traction, especially for small to mid-sized nonprofits, is cultivating strategic partnerships. Collaborating with for-profit companies or like-minded organizations can expand your reach and attract donors who might not otherwise discover your mission. These partnerships can provide fresh platforms for engagement and new pathways for donor discovery.
Rewriting the Playbook for Donor Engagement
By investing in the tools, insights and partnerships that drive more meaningful interactions, organizations can create a more intentional and scalable path forward. Donor behavior has evolved, and now it's up to nonprofits to do the same.
The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.
Stacie Cornwell has 18 years of experience in public accounting. She specializes in serving nonprofit, higher education, social service, healthcare and religious organizations, and she has extensive experience providing single audit services. Stacie serves as the nonprofit industry leader in the Armanino Growth Office.
She works collaboratively with her clients, to keep them informed of accounting regulations that can impact their audit. She also provides specialized expertise on complex accounting issues, including revenue recognition, convertible debt instruments, investments and fair value measurements, endowment accounting, equity compensation, board governance and benchmarks for financial performance. In addition, she has experience performing gap analyses and developing process and workflow charts to strengthen internal controls and mitigate risk.
Stacie Cornwell is a certified public accountant and member of the American Institute of Certified Public Accountants and the Texas and California societies of CPAs. She is a former adjunct professor of accounting at the University of San Francisco, and she received a Bachelor of Science in accounting and a Master of Business Administration from Arizona State University. Stacie is the chair of the Armanino Women’s Advancement Network and sits on the Women in Leadership Advisory Panel at the University of Houston, Bauer College of Business.
