OneCause unveils report on 2025 fundraising outlook for nonprofits

OneCause, a prominent provider of event and online fundraising technology, has unveiled its latest report titled “The 2025 Fundraising Outlook: Nonprofit Trends and Strategies for Success,” offering a comprehensive analysis derived from insights gathered from 977 fundraising professionals. The report highlights the successes and challenges faced by nonprofits throughout 2024 and outlines key priorities for 2025 aimed at enhancing fundraising efforts and overall impact.

In comments made to NonProfit PRO, Steve Johns, the chief executive officer of OneCause, emphasised the resilience shown by nonprofits amidst the evolving fundraising landscape. He stated, “As we move into 2025, nonprofits continue to show remarkable resilience and adaptability in an ever-changing fundraising landscape. Creating community has never been more important, and nonprofit events—whether in-person, hybrid, or online—remain vital touchpoints that drive connection, engagement, and fundraising success.”

The report identifies several significant findings regarding the challenges and strategies for nonprofits. Notably, over 85% of organisations highlighted recurring giving, donor engagement, and year-over-year growth as their primary challenges. Addressing these issues, the report indicates that for 2025, nonprofits intend to focus on a balanced approach between donor acquisition, with 98% planning efforts in that area, and retention strategies, as 95% recognise the importance of nurturing existing relationships. By enhancing personalised giving experiences and improving engagement strategies, nonprofits aim to solidify connections with current donors, ensuring long-term support while simultaneously broadening their outreach.

The report also points to the efficacy of in-person and hybrid events. In 2024, an impressive 75% of organisations that hosted in-person events successfully met or exceeded their fundraising targets. Likewise, 76% of those utilising hybrid models also reached their financial goals. Looking forward to 2025, eight in ten nonprofits plan to conduct in-person events, with one third considering hybrid formats. In-person gatherings are recognised for their ability to foster personal connections and engagement, while hybrid events further extend reach to a wider audience.

Moreover, fundraising from events and online platforms continues to be a crucial source of revenue—particularly for organisations with smaller budgets. The report revealed that in 2024, 66% of nonprofits with annual operating revenues below $1 million generated 21% or more of their revenue from event and online fundraising sources, highlighting the significance of these channels for financial sustainability.

Another key trend illuminated in the report is the growing adoption of Artificial Intelligence (AI) within the nonprofit sector. Nearly half (49%) of nonprofits are either using or planning to incorporate AI into their donor management systems, marking a substantial increase of 15 percentage points from the previous year. The usage of AI for copywriting also saw a notable rise, with 71% of nonprofits reporting they are either utilising or planning to implement this technology. Additionally, a 28-point increase led to 71% of organisations using or intending to use AI for fundraising and event planning initiatives. Despite this progress, the report notes that the implementation of AI is often hindered by knowledge gaps and limited resources.

The continuous evolution of fundraising strategies, particularly through technological innovation and methods of engagement, is expected to shape the nonprofit sector’s approach in the coming years. Nonprofits are clearly focused on addressing challenges and leveraging emerging technologies to bolster their effectiveness and reach.

Source: Noah Wire Services