7 Things Your Nonprofit Isn’t Paying Attention to—But Should in 2025

TL;DR:

• Giving is growing—but not keeping up with inflation

• Individual donors now make up the smallest share of giving in decades

• Donors are more cautious, cause-driven, and selective than ever

• Fundraising tactics alone won’t carry your mission forward

   

• This article breaks down 7 blind spots your ministry might be missing—and what to do about them

Use Authority, Relevance, and Trust to re-engage a shifting donor base

Charitable giving hit $557.16 billion in 2023—a record in current dollars. But when adjusted for inflation, it actually declined 2.1%, according to the Giving USA 2024 report.

Even more telling? Individual giving dropped to 67.2% of total contributions—the lowest percentage in decades, continuing a long-term trend (down from 82% in 1983).

So what’s going on?

Donors still give. But they’re more selective, more cautious, and more values-driven than ever. It’s no longer enough to just “show up.” You need to lead with Authority, stay Relevant, and build deep Trust—the core of the A.R.T. of Engagement framework.

7 things your ministry likely isn’t paying attention to—but should in 2025.

1. You're Not Establishing Authority Through Content

Donors want to give to experts, not just do-gooders.

54% of donors say thought leadership increases their likelihood to give.

People are drawn to organizations that understand the space and articulate it clearly. Blogs, reports, op-eds, and theological reflection can all build your authority in a noisy world.

✅ Action: Start publishing once a month on a pressing issue your ministry is facing.

2. You're Not Speaking to the Now (Relevance)

Ministries that ignore what’s happening outside their walls become forgettable.

67% of Gen Z and younger Millennials say they prefer nonprofits that are culturally aware and timely.

Your work doesn’t need to chase headlines—but it should intersect with them.

✅ Action: Regularly connect your mission to what people are seeing in the news or feeling in their lives.

3. You're Not Rethinking Donor Segments (Relevance)

The donor profile is shifting—but your messaging might not be.

Individuals now make up just 67% of total giving, down from 82% in 1983.

That means foundations, bequests, and corporate giving are playing a bigger role. But your messaging may still only speak to individuals.

✅ Action: Update donor personas. Build out segmented communication for major donors, DAFs, and institutional givers.

4. You're Not Being Radically Transparent (Trust)

Donors today assume nothing—they want to see the receipts.

88% of donors say transparency directly affects their willingness to give again.

Don’t bury your impact or financial updates in PDFs. Bring it to the surface with stories, visuals, and metrics that are easy to digest.

✅ Action: Post quarterly updates that mix data with real-life outcomes.

5. You're Not Prioritizing Recurring Giving (Trust)

Sporadic giving doesn’t build long-term trust—consistency does.

Nonprofits with recurring donor programs grow 3–5x faster and retain donors 80% longer.

But most ministries don’t make monthly giving feel essential or relational.

✅ Action: Build a “monthly partners” identity—give them special updates, stories, and prayer requests.

6. You're Ignoring Donor Fatigue (Relevance + Trust)

Too many ministries are still flooding inboxes with generic asks.

Email open rates for appeals dropped 9% in 2023. People are tuning out.

Trust is built when people feel known, not just targeted.

✅ Action: Switch 50% of your content to be nurturing, not fundraising. Teach, thank, and encourage first.

7. You're Not Building Trust Through Human Touch

Automated emails don’t build relationships—people do.

Ministries that invest in personal touches—calls, notes, texts—retain donors at rates above 60%.

The national average? Just 42%.

✅ Action: Build a 3-step follow-up system for every new donor that doesn’t include a single donation ask.

Final Thoughts

If it feels harder to reach donors these days, you’re not alone.
People are still generous—but only when they feel deeply connected to your mission.

That’s why the A.R.T. of Engagement matters more than ever.

Our team uses this framework to help ministry leaders like you cut through the noise and build real, lasting relationships with the right audiences. It works because it’s simple and strategic:

Establish your Authority.
Demonstrate your Relevance.
Build deep Trust.

When you do that consistently, you don't just gain supporters—you nurture raving fans who stay, give, and advocate for the long haul.

So if you're looking to grow your impact in 2025, consider putting the A.R.T. of Engagement at the center of your communications strategy.
It's not just a tactic—it's a path to long-term fruitfulness.