Why Donor Relationships Are More Important Than Ever in 2025

In the last few months, I’ve been on calls with folks working in the trenches of mid-level and major gifts. And despite all the hype around artificial intelligence, automation and data tools, you know what keeps coming up?

Donors want to talk to a real person.

They want to be seen. Known. Heard. They want to be more than a name in your database or a check in your quarterly report. They want a relationship.

Recently, a mid-level officer — brand new to fundraising — at a public media nonprofit reached out to a donor who had been quietly giving about $700 a year. Because they made a personal connection, the donor gave a stock gift of $3,200. Then a couple months later? The donor committed to $10,000. In one fiscal year, their giving jumped from $700 to over $13,000 — all because someone reached out and built trust.

That’s the power of a relationship. And in 2025, it's the only path forward.

Look, a lot of organizations cast a wide net — acquisition campaigns, ads, digital pushes. And they bring in donors! But once those donors are in the door, they’re usually not cultivated in a meaningful, relational way.

And I get it! You’re stretched thin. Budgets are tight. It’s easier to send a mass email than make 10 phone calls. You can get away with minimal communication for a while. But eventually, you’ll feel it — donor retention starts to drop, giving plateaus and your donor file shrinks.

This isn’t just about donor behavior. It’s about an organizational mindset. If you don’t have a relationship-focused mid-level and major gift program in place, you’re leaving massive opportunity — and revenue — on the table.

Here’s why relationship-building has to be the heart of your strategy in 2025.

1. Relationship-Focused Is a Long-Term Strategy

Donors today want to partner with you. They want to feel part of the mission, not just a bank account. When you invest in building real relationships, you create loyalty — and that loyalty sustains your mission through every season.

2. Personalized Philanthropy Is Here to Stay

With all the data at your fingertips, there’s no excuse for treating your donors the same. They want tailored communication. They want to know that you understand what they care about — and that their giving is making a specific difference. That kind of authenticity doesn’t come from automation. It comes from conversation.

3. Trust Is the New Currency

We’re living in an age of skepticism. People want to give — but only when they trust the organization. You build that trust through consistent communication, real gratitude and transparency. You build it by showing up — even when you’re not asking for anything.

4. Generational Giving Is Changing

If you’re not actively building relationships with Generation X, millennials and Generation Z, your donor pipeline will dry up. These donors aren’t loyal to institutions — they’re loyal to values. They want connection. And they expect you to meet them there with authenticity, not polish.

5. Emotional Connection Drives Action

People give because something about your work touches them deeply. That emotional spark is what starts the relationship — but it’s your job to keep it going. When donors feel emotionally connected, they give more, they stay longer, and they bring others with them.

6. Relationship Cuts Through the Noise

Everyone is overwhelmed. Their inboxes are flooded with asks. The organizations that will stand out this year are the ones who don’t just ask. They thank. They share. They invite. That’s what gets remembered.

7. Donors Become Advocates

A donor who feels known and valued will not only give more — they’ll advocate for your mission. They’ll spread the word, bring their friends, and become part of your community. That kind of organic growth can’t be bought. It has to be built.

8. It’s Time to Diversify — Fast

With government funding uncertain and corporate giving slowing down, you must strengthen your individual donor pipeline. And not just with new names. You need a strong, thriving mid-level and major gift program built on relationships. That’s what will get you through the next recession — or the next big surprise.

Here’s what I want to leave you with: You cannot automate your way to trust and you can’t scale connection through software alone.

You build it one donor at a time — through listening, thanking, inviting and showing up.

I’ve seen this over and over again. When you focus on relationships — real, intentional, honest relationships — your donors respond. They give more. They stay longer. And your mission thrives.

Now more than ever, relationships are everything.

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.