Article Archives - CCS Fundraising

Every organization has aspirations for the future, yet translating long-term strategic plans into specific, donor-ready fundraising priorities is where many organizations stall. Without defined priorities, donor portfolios can become unfocused, fundraising efforts remain siloed, and cases for support risk reading like budgets rather than stories. Strategic roadmaps may outline dozens of initiatives, but without clear focus, fundraising can lose momentum and impact.

Organizations often struggle in two ways. First, ambition without translation: vision statements may inspire internal stakeholders, but don’t always resonate with donors. Second, effort without alignment: even clear priorities can falter when competing interests, unclear readiness, or operational-focused cases create confusion.

By aligning on the long-term destination then defining the fundable path forward, organizations can turn strategy into momentum. A structured, collaborative process helps leaders choose what matters most and engages key stakeholders across the organization. It also evaluates priorities using criteria like impact, alignment, readiness, and donor appeal, while building a shared language that unites leadership around fundraising. The outcome is a clear, compelling foundation that equips teams to prepare for case development with confidence and clarity.

The “Balcony and Front Row Framework” supports and streamlines this process.

What Is the Balcony and Front Row Framework?

Strategic plans often list all the fundable projects that matter to the organization, but successful strategic fundraising requires identifying fundraising priorities that are feasible, compelling, and timely.

The Balcony and Front Row Framework offers a practical way to bridge that gap between long-term strategic vision and execution. Adapted from Ronald Heifetz’s leadership concept of “getting on the balcony” to navigate complex organizational challenges, this framework provides leaders with a structured approach to translate long-term strategic ideas into concrete, donor-ready initiatives.

From the balcony, leaders take the long view by looking across mission statements, strategic plans, and roadmaps to answer: “What kind of organization are we becoming?”

From the front row, the focus shifts to the near term: identifying donor-ready priorities such as projects, programs, and talent investments that answer: “What, specifically, can philanthropy fund now to accelerate that goal?”

The outputs of this process are tangible. Organizations emerge with a small set of organizing campaign pillars or themes, a curated portfolio of flagship projects nested under each pillar, a draft working goal and timeline ready for testing readiness, and a simple evaluation rubric to pressure-test priorities and confidently say “not yet” or “not campaign” when appropriate.

Donors respond to clarity and consequence; what changes if they give, and what won’t change if they don’t? Internally, the framework shortens meetings, sharpens messaging, and prevents “case sprawl,” ensuring fundraising efforts feel focused rather than overwhelming.

How to Apply the Balcony and Front Row Framework

A practical, step-by-step approach over 6-12 weeks helps organizations define and evaluate fundraising priorities in a structured and collaborative way.

Step 1: Build a Cross-Functional Working Group

Start by bringing together the right mix of voices from across the organization—development or foundation leaders, strategy and operations, finance, facilities or IT, program heads, and communications. This cross-functional team ensures that both the big-picture strategy and on-the-ground realities are represented from the start.

Over the course of three 60–90- minute sessions, supported by short pre-reads and structured meeting agendas, the group moves from vision to action.

Session 1—The Balcony: Reaffirm the institutional vision and define priority themes.
Session 2—Front Row (Projects): Map specific projects under each theme, clarifying scope, timing, and key champions.
Session 3—Front Row (Funding Needs & Goal): Translate project briefs into philanthropic packages; propose a working campaign goal and timeframe for testing readiness.

Step 2: Turn Strategic Themes into Fundable Projects

With the vision and meeting structure in place, the next step is to apply a clear methodology for moving from the “balcony” to the “front row.” In other words, this step will move you from high-level priorities to concrete, fundable initiatives that resonate with donors.

Balcony Theme: Start with the strategic theme identified from the balcony perspective.
Donor-Ready Projects: Specify concrete projects under that theme, such as seed capital, equipment, talent recruitment, or infrastructure investments.
Evidence of Need: Describe the consequences of not funding each project.
Timing: Indicate the anticipated horizon for each initiative—near term (1–3 years), medium term (3–5 years), or long term (10+ years).

Step 3: Apply a Six-Factor Evaluation Rubric

For each of the projects under each of the themes, give a score based on the following criteria (1–5 scale):

Strategic Alignment
Impact
Readiness
Donor Appeal
Financial Need
Role of Philanthropy

Making the Framework Work: Lessons from a Regional Health System

When a multi-site health system serving rural communities set out to plan its first comprehensive campaign, leadership faced a common challenge: how to unify diverse priorities across different markets and geographic locations under one compelling story. The organization’s strategic plan aimed to modernize care delivery, close access gaps, and stabilize workforce pipelines—but translating that vision into donor-ready initiatives required discipline and structure.

Balcony View: Leaders articulated a promise of “care close to home” as the north star, supported by commitments to access, equity, safety, and digital enablement.

Front Row View: A cross-functional Working Group met three times over eight weeks.

Each session produced concrete outputs:

Strategic themes mapped to the system’s vision
Project briefs detailing scope and timing
A curated portfolio of projects organized into thematic pillars, paired with a draft working goal of $40M over five years for testing readiness

Why This Framework Works Across Sectors

The strength of the Balcony and Front Row Framework lies in its versatility. No matter the sector, organizations face a common major challenge: transforming broad strategic ambitions into donor-ready priorities that inspire both confidence and action. For example in:

Higher Education, move from “student success” to “first-generation scholarship fund.”
Human Services, narrow down from “community resilience” to “housing navigation program.”
Arts & Culture, transition from “cultural access” to “mobile exhibit initiative.”

Across all examples, the benefits are consistent. The framework brings clarity, with fewer, stronger pillars that make the case intuitive for donors and staff. It fosters coherence: ensuring every project fits seamlessly into a unified story. And it builds confidence, empowering leaders to say “not now” to worthy but non-campaign initiatives without hesitation.

Building Internal Champions

The framework also creates alignment and confidence across the organization around fundraising. When leaders from finance, operations, marketing, and program areas are part of the process, they gain a shared understanding of how philanthropy drives mission-critical work. The process creates an opportunity to build a culture where fundraising feels strategic rather than transactional.

Here’s what this looks like in practice:

Shared Language: The framework gives everyone a common vocabulary for talking about priorities, impact, and donor appeal. This makes conversations with donors consistent and compelling.
Clarity for Case Development: By pressure-testing priorities against clear criteria, teams can confidently explain why each initiative matters and how philanthropy accelerates progress. This clarity translates into stronger cases for support and more persuasive donor conversations.
Faster Decisions: Structured outputs—like project briefs and evaluation rubrics—reduce ambiguity and help leadership approve direction in one session instead of multiple rounds.
Authentic Advocacy: When program leaders help shape the case, they become visible champions for fundraising within the organization. Their involvement unlocks authentic stories and donor connections that development teams might not access alone.

The result is strategic fundraising efforts that feel less like an exercise and more like an organization-wide strategy conversation; one that builds internal champions who can confidently carry the message forward to donors.

Turning Strategic Fundraising Goals into Momentum

Fundraising success begins with a single powerful story—one that donors can believe in and rally behind. The Balcony and Front Row Framework gives organizations the discipline to make bold choices: to elevate what matters most, unite leadership around a shared mission, and turn ambition into action.

Applied effectively, the framework becomes a roadmap for impact. It gives donors clarity on where their support will create change, empowers leaders with conviction, and builds the momentum that transforms vision into reality. In short, it helps organizations stop talking about the future and start funding it.

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Fundraising From Family Foundations: An Introduction

August 20, 2024

Family foundations are an excellent source of nonprofit support. Read this article to learn about their goals, concerns, and how to connect to maximize impact for your nonprofit.

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AI in Fundraising

May 20, 2024

Elevate your nonprofit’s fundraising strategies with artificial intelligence (AI)! CCS’s newest thought leadership provides valuable insights, strategies, and tools to propel your organization and achieve unprecedented mission success.

In the space of a single long weekend, people across the United States shift from Thanksgiving traditions to scanning Black Friday and Cyber Monday sales to being asked to donate on Giving Tuesday.

Within that noise, nonprofits face a common challenge: how to make their message stand out when millions of others are landing at the exact same time. Giving Tuesday has become a powerful moment for generosity but also a crowded one. That tension is exactly why the most successful Giving Tuesday campaigns don’t rely on the day itself. They’re built on strategy, story, and a clear understanding of what moves donors to act.

Even so, Giving Tuesday continues to break records. In 2022, 37 million people donated $3.1 billion. In 2023, 34 million people gave the same amount. And in 2024, 36 million people contributed $3.6 billion, marking its most successful year yet.

For nonprofits, the purpose of participating in a giving day is to offer new and existing donors a simple but meaningful reason to engage. The appeal of Giving Tuesday is that any organization can participate. The challenge is that so many do.

And as participation continues to climb year after year, standing out increasingly depends on approaches backed by evidence—understanding donor behavior, using real-time performance data, and crafting messages that translate impact into action. Organizations that use these insights to shape their story, timing, and outreach consistently see stronger results.

To turn these insights into action that will drive results long after the day itself, start by focusing on the key elements of an effective Giving Tuesday campaign.

five Strategies to sustain Giving Tuesday engagement

1. Understand The Data And Trends That Shape Giving

Each year’s Giving Tuesday results offer a snapshot of how donors engage and where nonprofits have the most opportunity to grow. Spontaneous givers made up a majority of donors in 2024, and 63% of those who reported awareness of the day said they could afford to give more than they currently do.

Individual donors drive most charitable giving, which makes Giving Tuesday a powerful moment to engage them. CCS’s 2025 Philanthropic Landscape showed that individuals contributed $392.5 billion to charitable causes in 2024, accounting for 66% of all giving in the U.S.

Giving Tuesday is one of the few times each year when storytelling, digital engagement, and donor behavior align, which creates an ideal moment for nonprofits to meet many donors where they already are—online.

In 2024, online giving grew 2.2% year over year, surpassing even pandemic-era highs. Nearly four in five Gen Z (79%) and Millennials (82%) have made an online gift, and 63% of organizations now rely on social and digital campaigns rooted in cause-based, impact-driven storytelling to reach them.

Organizations can use these insights to inform strategies that align with typical donor behavior. Nonprofits should set specific, measurable, realistic goals based on staff capacity, donor behavior, and year-end fundraising needs. Tracking your own metrics—such as past donor activity, email open and click rates, donation page conversions, and which messages drew the most interest—can help define what success looks like for your organization.

2. Know Who To Target

From first-time givers inspired by the day’s momentum to long-time supporters who see it as part of their annual tradition, Giving Tuesday attracts a spectrum of donors. Understanding who participates and why can help organizations shape their message and outreach.

Younger donors often respond to mission-driven messages and opportunities to be part of a broader movement. Longtime supporters look for stewardship and connection to the work they value. Board members can also play a role by helping secure matching funds that motivate additional gifts. Stewarding your board to raise a pool of matching funds can strengthen retention of last year’s donors and inspire new donors to join the initiative.

Engage younger donors through impact-driven multi-channel communication, and leverage Gen Z and Millennials as strong advocates for your mission and philanthropy efforts. Millennials increased their annual giving by 22% between 2021 and 2024, while Gen Z giving rose by 16%. Both generations are also three times more likely to advocate for an organization than older generations. Once you understand your audience, the next step is to decide what story will inspire them to act.

3. Shape Your Story and Strategy

Start by deciding what you want donors to notice, understand, or feel about your work. Sharing clear stories of impact can make your Giving Tuesday campaign more relatable and encourage donors to share their own experiences or support.

At the same time, consider how your campaign will look and feel across every touchpoint. Cohesive branding, including consistent themes, colors, and a clear case for support, can make your campaign easier to recognize and navigate. Clear messaging helps donors understand the purpose of your campaign and encourages engagement.

Treat the day like a one-day event. Plan a detailed run of show that outlines when to send emails, post updates, or reach out personally. Use the momentum of the day to encourage donors to forward messages, repost content, or introduce new supporters to your organization and your mission.

Make the donation experience as simple and accessible as possible. Many nonprofits reach new donors through online programming or social media (53%) and targeted mailings or emails (79%). Provide a donation experience that’s quick, mobile-friendly, and straightforward. Even QR codes now play a growing role. More than half of Gen Z (53%) and Millennials (54%) are willing to use QR codes to give, compared to just 22% of Gen X and 9% of Boomers. The simpler the giving experience, the more likely donors are to follow through.

4. Communicate with Clarity and Purpose

Once the story and strategy are set, focus on communication to make your Giving Tuesday campaign more effective. In a crowded giving environment, clear and consistent messaging can help your audience understand your goals. It also helps donors see the impact of their support and feel confident engaging with your organization.

Develop a communications plan that spans all key channels. Assign roles early, align strategies across departments, and ensure each message reflects the same purpose, tone, and goal. Build urgency into your outreach by highlighting the time-limited nature of Giving Tuesday. Use countdown clocks, progress updates, or limited-time offers such as gift-matching opportunities.

Then, implement your plan across channels to maximize visibility and reinforce your campaign message:

Existing Content: Review existing videos, stories, and blogs that highlight your mission’s impact. Repurpose what resonates most with your audience to reinforce your Giving Tuesday campaign’s theme.
Email Marketing: Use a few short, focused emails to highlight your campaign theme and the impact donors can make by participating.
Social Media: Share content that ties directly to your campaign theme, and use #GivingTuesday to stay visible within the broader movement. Encourage staff, volunteers, and board members to post from their personal accounts to extend reach.
Website Messaging: Feature your Giving Tuesday message prominently on your homepage or donation page. Integrate it into existing content, so your site feels cohesive and timely.

5. Measure Results to Strengthen Your Future Giving Tuesday Campaign

Once Giving Tuesday concludes, take time to reflect and express gratitude. Thank donors soon after their gift and share campaign updates that demonstrate the impact of their support, which reinforces their connection to your mission.

At the same time, track key results and conduct an internal review to see which aspects of your plan worked well and where adjustments may be needed. This evaluation not only celebrates achievements but also informs future campaigns.

Why Giving Tuesday Matters

Giving Tuesday is more than a fundraising day. It’s an opportunity to cultivate relationships, strengthen retention, and engage donors for long-term support. An often-overlooked benefit of Giving Tuesday is the new advocates and audiences you engage. By encouraging supporters to share your mission, you can extend your organization’s reach and create lasting impact well beyond the day itself.

Originally published in October 2023.

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Strategic Fundraising Planning Using a ‘Balcony and Front Row’ Framework

November 25, 2025

Discover a practical framework that turns strategic plans into focused, donor-ready priorities to strengthen alignment and accelerate fundraising success.

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How 2025 Tax Reform Could Impact Philanthropy Going Forward

November 21, 2025

Learn how your nonprofit can adapt to the 2025 H.R.1 tax reforms to stay resilient and strategic in a shifting philanthropic landscape.

Tax policy can have a profound effect upon the ways that people choose to give. In July 2025, tax reform legislation introduced new guidelines that could influence how individual donors and corporations approach philanthropy in coming years. Fortunately, when nonprofits understand the environment they’ll be fundraising within, they can plan accordingly.

Formally titled 2025 H.R.1, the tax reform legislation introduced a series of adjustments set to take effect in 2026. Among the most notable:

Expanded deductions for non-itemizers, allowing up to $1,000 ($2,000 for joint filers), which could encourage broader participation in giving.

A new floor for itemizers, limiting deductions to cash contributions exceeding 0.5% of adjusted gross income (AGI).

A 35% cap on charitable deduction benefits for high-income donors, down from 37%.

A 1% minimum giving threshold for corporations, now required to contribute at least that share of taxable income to qualify for a deduction.

Reductions to several federal funding streams, including the termination of more than 15,000 grants and notable decreases in Medicaid and SNAP budgets.

WHAT THESE CHANGES MEAN FOR NONPROFITS

Analysis by the Lilly Family School of Philanthropy suggests that these shifts could result in a $4.1-$8.2 billion decline in giving from high-income households over the next decade and a $4.5 billion annual reduction in corporate philanthropy. Yet these projections also reveal where nonprofits can focus: expanding donor bases, reinforcing mission value, and planning for more diversified revenue strategies.

“This is a time to rethink and reengage, not withdraw,” says Meghan Davison, Executive Vice President at CCS. “When policy changes, it creates new pathways for generosity. Nonprofits are well positioned to help donors find them.”

In periods of adjustment, leadership and logistics both matter. The coming years present an opportunity to test new engagement strategies and align giving conversations with the values and priorities that continue to motivate philanthropy at every level.

“Periods of transition naturally invite innovation,” Davison says. “We’re optimistic that with focus and creativity, nonprofit leaders can ensure that the next chapter of philanthropy remains one of purpose and progress.”

Steps Nonprofit Leaders Can Take Now

Engage broad-based donors who may now have greater incentive to give.

Communicate timing considerations to major donors who may accelerate contributions.

Plan around emerging “peak giving years,” as bunching strategies, in which donors combine multiple years of charitable contributions into a single tax year to maximize itemized deductions, evolve.

Educate boards and staff on how the new rules may affect both fundraising and budgeting.

Develop a variety of revenue scenarios to prepare for potential fluctuations in federal support.

Understanding these shifts can feel complex, especially as nonprofits navigate 2026 and beyond. To support that planning, CCS created a guide that outlines the key changes in 2025 H.R. 1 and what they may mean for charitable organizations. Yet even as the rules shift, the most enduring driver of philanthropy is something nonprofits already shape every day.

“Mission and impact drive generosity far more than tax policy,” Davison notes. “Being proactive in communication and highly focused on mission and impact will inspire donors, even in this time of change.”

“This isn’t just a tax conversation,” she adds. “It’s a stewardship opportunity. Nonprofits that position themselves as trusted advisors in a changing landscape and offer clarity on tax-efficient giving will stand out in a competitive philanthropic market.”

Download the PDF Guide Here

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The Future is #DAF: Donor-Advised Fund Growth and How Nonprofits Can Benefit

October 15, 2025

As donor-advised funds grow, nonprofits have an unprecedented opportunity to engage donors, accelerate giving, and connect intent with immediate impact.

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February 12, 2025

Explore key insights from the 4th edition of our annual CCS Philanthropy Pulse Report.

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How Donor-Advised Funds Work and Drive Philanthropic Revenue

May 6, 2022

Learning more about and strategizing around Donor Advised Funds can help position nonprofits for longterm fundraising success.

When your fundraising team thrives, your organization thrives. But in a high-pressure, fast-paced healthcare fundraising environment, attracting and keeping top fundraising talent can be challenging. High turnover disrupts donor relationships, stalls campaigns, and drains both time and resources. Understanding what motivates staff, what drives engagement, and how to provide meaningful support is key to creating a stable, high-performing team.

“Hospital and health system fundraisers carry a unique emotional load. Creating space for them to process, connect, and celebrate is essential to keeping talented people engaged in a deeply human profession that is often driven by critical moments for themselves or their families,” CCS Fundraising Managing Director Ted Blackburn says.

Retaining fundraising talent in healthcare nonprofits requires approaches that address both the universal needs of employees and the distinct pressures of working in a healthcare environment such as hospitals or health systems. Healthcare fundraisers often balance high-stakes donor conversations with complex medical situations and emotionally charged patient stories.

In a CCS survey of nonprofit leaders, just 24% of participating healthcare institutions reported increasing fundraising staff in 2024, down from 34% in 2023, while roughly half said they increased staff pay over the past three years. These findings highlight the sector-specific staffing pressures that make targeted retention strategies essential.

“Burnout has long been a top concern for healthcare staff, but the COVID-19 pandemic pushed it to a breaking point. It’s clear that the traditional business model for healthcare nonprofits is not designed to meet the modern needs these organizations face,” says Katlyn Torgerson, Executive Vice President at CCS. “These are complex ecosystems, and fundraisers need clarity on clinical priorities, partnership with medical teams, and defined growth paths within the institution to stay committed and effective.”

Here are a few strategies tailored specifically for healthcare organizations to help retain and motivate your team.

Wellbeing & Resilience

Fundraising in healthcare can be emotionally intense and high-pressure. Supporting your team’s wellbeing ensures they can stay engaged, avoid burnout, and thrive even during crisis peaks.

1. Recognize the Emotional Weight of the Work

Fundraising in healthcare often means engaging with stories of illness, loss, and resilience. This emotional intensity can take a toll on staff wellbeing if not supported. Acknowledging this reality—and equipping staff with coping resources—helps prevent burnout.

Implementation Idea: Offer counseling, resilience training, or peer support circles specifically for staff who work closely with patient families.

2. Prioritize Wellbeing During Crisis Peaks

Hospitals and health systems operate under intense cycles—from flu season to public health emergencies. During these times, philanthropy teams often face heightened donor demands and institutional pressure. Supporting staff resilience during crisis peaks is essential for retention.

Implementation Idea: Provide flexible scheduling, wellness stipends, or redistribute workloads temporarily during high-pressure periods so staff feel supported, not overwhelmed.

3. Promote Transparency Across the Organization

Transparency fosters confidence, reinforces shared purpose, and builds a culture where employees feel valued and included. When leadership communicates openly about organizational challenges, financial realities, and upcoming changes, it builds trust, reinforces shared purpose, and helps healthcare workers feel respected and included. Open communication fosters confidence, reduces disengagement, and strengthens unity across the institution, including philanthropy teams.

Implementation Idea: Share consistent, candid updates about performance, staffing, and strategic priorities through town halls, internal newsletters, or staff forums.

Growth & Career Development

Fundraisers are more likely to stay when they see clear paths for growth and opportunities to build skills that strengthen both their role and the organization.

4. Build Specialized Career Pathways

Healthcare philanthropy is a highly specialized field. Staff are more likely to stay if they see a clear path for growth within the system rather than feeling they must leave for advancement opportunities.

Implementation Idea: Create defined career ladders that align with the specific needs of healthcare organizations, such as grateful patient fundraising, major gifts for capital projects, or planned giving for research endowments.

5. Create Cross-Department Mentorship

Healthcare organizations are vast ecosystems where philanthropy can sometimes feel siloed. Connecting fundraisers with mentors across departments helps them understand operations more fully and fosters stronger institutional loyalty.

Implementation Idea: Pair philanthropy staff with mentors in finance, patient services, or clinical departments to provide perspective and build internal networks.

6. Align Fundraising Goals With Clinical Priorities

Philanthropy staff thrive when their goals clearly connect to urgent healthcare needs. Misalignment can lead to frustration and disengagement if staff feel their efforts aren’t driving real impact.

Implementation Idea: Hold quarterly joint planning sessions with philanthropy leaders and clinical leadership to ensure fundraising priorities reflect the most pressing initiatives.

7. Provide Access to Healthcare Philanthropy Networks

Retention improves when staff feel part of a professional community beyond their organization. Access to sector-specific networks affirms the importance of their work and expands learning opportunities.

Implementation Idea: Cover memberships in the Association for Healthcare Philanthropy (AHP), or similar organizations, and provide budget for staff to attend healthcare-specific fundraising conferences.

Strengthening Connections Across the Organization

Retention is also about how your team interacts with the broader institution, including clinicians, donors, and organizational culture. Building these connections reinforces purpose, recognition, and engagement.

8. Connect Staff Directly to Mission Impact

Healthcare fundraising can sometimes feel abstract, especially for staff who aren’t on the clinical front lines. Creating opportunities for fundraisers to witness how philanthropy directly affects patient care reinforces their sense of purpose and pride in the work.

Implementation Idea: Invite fundraisers to shadow clinicians, attend patient-family gratitude events, or tour facilities built with philanthropic support. These experiences deepen staff understanding and strengthen their connection to the organization’s mission.

9. Offer Clinical Immersion Opportunities

Fundraisers must often explain complex medical initiatives to donors. Without sufficient context, they may feel unprepared or disconnected from the cause. Providing staff with access to clinicians and researchers helps them communicate impact with confidence and authenticity.

Implementation Idea: Host quarterly “lunch and learns” or Q&A sessions with physicians, nurses, or researchers so philanthropy staff can better understand the science, treatments, and innovations that donors support.

10. Foster a Culture of Gratitude Across the Organization

Recognition shouldn’t come only from within the philanthropy team. Staff feel valued when appreciation also comes from healthcare organization executives, clinical leaders, and the broader institution.

Implementation Idea: Encourage leadership to spotlight philanthropy achievements in newsletters, town halls, or unit celebrations. A visible culture of gratitude reinforces retention.

11. Celebrate Patient-Driven Philanthropy Wins

One of the most rewarding aspects of healthcare fundraising is seeing grateful patients and families turn their experiences into meaningful gifts. Celebrating these moments boosts morale and reminds staff of the impact their work facilitates.

Implementation Idea: Share donor and patient stories internally, highlighting how gifts transformed care or research. Recognize staff contributions in making those connections possible.

Sustaining a Thriving Fundraising Team

Retention strategies are not just administrative tasks; they shape the culture and success of your fundraising team. Healthcare organizations that intentionally support, develop, and recognize their staff are more likely to retain top talent, foster engagement, and sustain fundraising excellence.

By focusing on meaningful connections to mission, targeted professional growth, staff wellbeing, and recognition, organizations can create an environment that nurtures talent, builds loyalty, and strengthens the impact of every fundraising initiative. The result is a resilient team ready to meet donor expectations, advance organizational goals, and contribute to the broader mission of their hospitals or health systems and the communities they serve.

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November 25, 2025

Discover a practical framework that turns strategic plans into focused, donor-ready priorities to strengthen alignment and accelerate fundraising success.

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How to Create a Successful Giving Tuesday Campaign

November 24, 2025

Giving Tuesday can be an effective fundraising tool with the proper planning and strategic approach.

SEE ALL IN: Health

Donor-advised funds (DAFs) are changing the way philanthropy happens—making giving faster, more flexible, and more strategic. In recent years, DAFs have become one of the most widely used vehicles for charitable giving, allowing donors to make tax-deductible contributions to a public charity and then recommend grants to the nonprofits they care about most.

This model offers donors both immediacy and intentionality: they can contribute assets when it makes financial sense and distribute those funds when needs arise. For nonprofits, DAFs represent a growing channel for sustained, values-driven support.

“When I consider donor-advised funds, I imagine new opportunity,” says Elizabeth Abel, Senior Vice President at CCS Fundraising, “an opportunity to connect donor intent with impact, to turn long-term planning into immediate generosity.”

Donor-Advised Funds: Growth, Debate, and Opportunity

Early in 2025, several major studies—including the 2025 DAFgiving360 Giving Report,² the 2025 FreeWill Donor-Advised Fund Report,³ and the Independent Report on DAFs (IPS, 2025)⁴—confirmed that DAFs remain one of the fastest-growing and most debated tools in philanthropy. Together, these reports highlight the increasing prevalence, unique benefits, and ongoing questions about DAFs.

Abel notes, “The data confirm what we see in practice: DAFs are not only expanding in scale but also changing how nonprofits engage major donors and integrate a range of giving vehicles into their gift request strategies.”

The Expanding Scale of Donor-Advised Funds

In recent years, donor-advised funds have evolved from a niche vehicle into one of the most powerful forces in philanthropy. In 2019, National Philanthropic Trust reported $27.4 billion in grants, $38.8 billion in contributions, and nearly 874,000 accounts; already more than triple the 2015 total.⁵ Since 2019, growth has accelerated. By 2023, charitable assets in DAFs nearly doubled to $251.5 billion, even as contributions declined by 21.7% and grants dipped by 1.4% in response to economic conditions.⁶

Abel advises, “Many nonprofit leaders recognize that these shifts influence strategy and timing for major donor engagement. DAFs are not just a funding mechanism,” she continues. “They are a strategic tool for building relationships, advancing missions, and empowering donors to create immediate and long-lasting impact.”

DAFs in Times of Crisis

DAFs have become a highly responsive method of giving in times of crisis. During the first months of the COVID-19 pandemic, grantmaking rose nearly 30% year-over-year:⁷

$8.32 billion was granted in the first half of 2020, compared with $6.41 billion in the same period in 2019.⁷

The number of grants surged by 37%, from 945,000 to nearly 1.3 million.⁷

That pattern has continued. In 2025, DAF donors directed $148 million to disaster relief, supporting humanitarian crises abroad and natural disasters in the U.S.²

“DAFs allow donors to act quickly when urgent needs arise, giving nonprofits financial resources for immediate results without sacrificing long-term planning,” Abel says.

Donor-Advised Funds: Opportunity and Debate

The opportunities DAFs present are undeniable: they allow donors to give strategically, offer flexibility in timing, and enable contributions of assets beyond cash.¹ Nonprofits increasingly see DAFs as an essential fundraising channel, with many reporting that donors who shift to DAF giving often increase their overall generosity—sometimes doubling their annual giving.¹⁰

Yet the debates about transparency and payout rates have sharpened. The 2025 IPS Independent Report on DAFs found that median payout rates remain around 9–10%, well above the 5% required for private foundations, but because there is no mandated minimum for DAFs, critics warn of “warehoused” charitable dollars.⁴

Abel emphasizes, “The debate isn’t about whether DAFs are effective. It’s about how nonprofits and policymakers can ensure funds are deployed responsibly while honoring donor intent.”

Concerns also persist about foundation-to-DAF transfers, estimated at more than $3 billion annually, which can make it harder to see where donations actually go, and can make it less clear whether foundations are really giving out as much as they are supposed to.⁴

With DAF assets exceeding $250 billion in 2023⁶ and widely expected to approach $300 billion by the late 2020s, the conversation is evolving. Policymakers, nonprofits, and sponsors are navigating how to balance donor flexibility with public benefit and transparency.^4,6

#HalfMyDAF and the Rise of Proactive Giving

All eyes turned to DAFs in 2020 with the launch of #HalfMyDAF, a matching challenge created by philanthropists Jennifer and David Risher to inspire donors to give sooner rather than later.⁸ In just five months, the campaign mobilized $8.6 million in DAF grants with $1.4 million in matching funds.⁸ Relaunched in 2021 with a $20 million goal, the initiative became a touchstone for how urgency-driven campaigns could unlock charitable dollars sitting on the sidelines.⁸

Years later, #HalfMyDAF has had a sustained effect. By 2025, nearly 40% of all DAF distributions are recurring or scheduled, showing donors’ growing commitment to proactive, sustained giving.²

Abel notes, “Campaigns like #HalfMyDAF are a reminder that nonprofits can inspire donors to act now, while still supporting long-term goals.”

How to Attract More Donor-Advised Fund Gifts

How can nonprofit leaders translate these insights into action? Abel recommends three practical ways to build a stronger culture of giving through DAFs:

One: Make DAFs part of the donor dialogue. Normalize DAFs in conversations. Many supporters don’t realize that their retirement assets, appreciated stock, or even crypto can be donated through a DAF.¹ Try asking: “Many of our supporters give through a DAF. Would you like to explore how your DAF can be a tool for sustained impact on our community?”

Two: Make it seamless to give through a DAF. Donors expect ease. By 2025, many organizations feature a “Give via DAF” button on their websites through third-party integrations.³ Highlight DAF eligibility in appeals and employer matching campaigns. For example: “Send a check or recommend a grant from your DAF. Double the impact with an employer match.”  Technology is also expanding access. Platforms like GoFundMe’s Giving Funds (launched 2025) are making DAF-style giving available to everyday donors, not just the ultra-wealthy.⁹ Nonprofits that openly market their readiness to accept DAF gifts will have an edge.

Three: Demonstrate the importance of DAF grants today. Donors want to see how their gifts make an impact. Share examples of how DAF grants helped scale a program, respond to a crisis, or invest in critically needed infrastructure. Use personal donor stories to inspire and create urgency. For example: “Your DAF grant equips us with the resources to meet this challenge head-on.”

Looking Ahead: The Future of Donor-Advised Funds

As DAFs continue to grow and technology makes them more accessible, we can expect grantmaking to charitable organizations to expand steadily. The conversation is no longer about whether DAFs matter; they are now central to the future of philanthropy.

This growing influence was on full display during DAF Day 2025, when several organizations across sectors experienced remarkable increases in giving through donor-advised funds. ¹¹

“DAFs are influencing the continued evolution of charitable giving,” Abel reflects. “They demonstrate how strategic, donor-aligned philanthropy can fuel long-term solutions while meeting urgent needs. They are a reminder that the future of philanthropy must be both visionary and responsive.”

Originally published in February 2021.

References 

¹ National Philanthropic Trust, What Is a Donor-Advised Fund? (2025).

² DAFgiving360, Giving Report 2025 (2025).

³ FreeWill, Donor-Advised Fund Report 2025 (2025).

⁴ Institute for Policy Studies, Charity Reform Initiative, Independent Report on Donor-Advised Funds (April 2025).

⁵ National Philanthropic Trust, 2020 Donor-Advised Fund Report (February 2021).

⁶ Associated Press, “Donor-Advised Fund Assets Top $250 Billion, but Gifts In and Out of the Funds Are Down,” October 2024.

⁷ National Philanthropic Trust, Donor-Advised Fund COVID Grantmaking Survey (February 2021).

⁸ #HalfMyDAF, Campaign Reports (2020–2021).

⁹ Associated Press, “GoFundMe Launches Giving Funds to Make Charitable Giving Easier for Everyone,” June 2025.

¹⁰ Chariot and K2D Strategies, DAF Fundraising Report 2025 (2025).

¹¹ DAF Day DAF Day (2025).

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For synagogues, summer camps, federations, and other Jewish organizations, the High Holidays offer a time of thoughtful reflection and valuable opportunity to connectJewish life and networks.

The High Holidays are a time of reconnection and renewal for Jews worldwide. They allow communities to recommit to living out Jewish values, highlight the comfort that Jewish communal spaces offer, and encourage personal and collective rededicatation to Tikkun Olam (repairing the world). With so many congregants and constituents turning to their communal organizations during this season, clergy, lay leaders, and professionals have a powerful opening to meaningfully engage donors and inspire greater generosity in the year to come.

1. Celebrate the Resilience of The Community and Surge of Engagement

As we enter 5786, the Jewish philanthropic landscape reflects both the profound trials and the extraordinary resilience Jewish communities have shown in the face of rising antisemitism and global challenges. In 2024, giving rose significantly across the Jewish community: 37% of organizations gained new donors and 27% received increased gifts from existing supporters. Recent data also show 30-35% of these new donors have subsequently remained engaged in 2025. A study by Jewish Federations of North America found a continued surge of engagement in communal spaces, both formal and informal. And while updated data shows a slight slowdown, there remains opportunities to connect over the High Holidays to deep relationships, a sense of communal belonging, and reinforcing long-term engagement.

Whether through personalized outreach, storytelling, or in-person engagement, Jewish organizations can use this season to reconnect with long-standing donors, welcome new supporters, acknowledge impact, and inspire continued investment in Jewish life and security.

Synagogues: Highlight this continued generosity in the congregation president’s High Holiday remarks, and how these additional resources have made an impact in the last year.
Summer camps: Share a summer impact report with parents and alumni of your camp.
All Organizations: Celebrate the day-to-day work of your professional staff and their commitment to the community in these challenging times.

The front cover of the Jewish Philanthropy Since October 7 report

DOWNLOAD THE REPORT

2. Share New Year Wishes with Donors

This time of year offers a natural touchpoint for donor engagement: reach out to donors and wish them a sweet new year! Whether through a personalized video message from your leadership reaching a broad audience, or phone calls to individual donors, use this time to thank your community for all they have done to advance your shared mission and inspire them for the year ahead, 5785.

3. Engage Donors by Connecting In-Person at Synagogues or Campus-Based Organizations

At least 6 in 10 Jews will attend High Holiday services this fall. With so many donors and prospects entering our religious homes, clergy, lay, and professional leaders have an opportunity to prioritize personal connections with families during this sacred season.

Synagogues: Identify a few loyal donors and relevant prospects and equip clergy and lay leaders to make personal contact with each of them before or after services, or in the days leading up to or following Rosh Hashanah.
JCCs: Nurture connections by creating communal spaces for High Holidays celebrations, and personally follow up with attendees, especially those who joined for the first or second time.
Campus-based organizations: Consider inviting donors to attend upcoming holiday-related programming so they can experience first-hand the impact of their giving.

4. Create Custom Appeal Plans for Renewed Annual Giving

Leverage your existing donor data to identify those who often give or pledge their annual commitments this time of year and invite them to do so again through a customized appeal sequence. Renew expiring payment plans and invite increased giving in the year ahead to meet the growing and evolving needs across the community.

All organizations: Invite newly connected constituents to make their first annual commitment and explore multi-year opportunities that cultivate long-term impact and lasting relationships.
Federations and synagogues: Highlight stories of impact from the past year in your appeal materials to remind donors how their giving sustains the community and inspires increased commitments.

5. Carry These High Holiday Donor Engagement Efforts Into the New Year

Capturing the energy and connection following the High Holidays helps keep the sweetness of the new year present and smoothly transition into fall fundraising. Track each interaction during the High Holidays. In the weeks and months that follow, find time to sit down with donors to personally share your outlook for the year ahead. Emphasize how their continued generosity will lead to greater impact. As you make plans for the fall, find ways to align donor cultivation, donor engagement, and other constituency events with upcoming holidays and festivals like Sukkot and Simchat Torah to deepen connections with your mission and shared Jewish identity.

CCS Fundraising is proud to partner with Jewish organizations across the sector to advance their important missions. We wish all who celebrate a sweet, meaningful new year. Shana Tova!

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Ninety two percent (92%) of college-aged individuals are on social media. At the same time, a 2023 Council for Advancement and Support of Education (CASE) study found that institutions with structured alumni engagement see up to 40% higher donor participation. With soaring social media use and an opportunity for strategic engagement, your higher education institution is uniquely positioned to leverage these tools and engage young donors in building a lifelong connection to their alma mater.

According to research from CASE, colleges that prioritize alumni engagement can see a strong return—earning an average of $5.60 for every $1 invested. Social platforms like Instagram and LinkedIn are especially effective for bringing alumni-student connections to life, helping younger donors feel recognized, valued, and motivated to contribute. To increase giving from students and newer alumni, consider building social media strategies that spotlight real connections, especially those between alumni and current students.

Social media is one of the most powerful tools for engaging young alumni philanthropically. It meets them where they are, turns giving into a shared experience, and makes impact visible in real time. It’s not just about raising funds but about building a lasting community around shared values and stories, all while using data-driven insights to continually refine and strengthen engagement strategies.
Melissa Rothberg, Executive Vice President, CCS Fundraising

Why Engaging Young Alumni Through Social Media Matters

As new alumni transition from college to career, their connection with their alma mater is still fresh. This is a pivotal opportunity to foster long-term relationships. However, traditional outreach methods, such as mass emails or alumni events without follow-up or clear calls to action, often fall short. The 2025 Giving by Generation report found that all generations except for Boomers strongly prefer online giving over other options. Moreover, “the younger the donor, the more likely it is that social media will play a role in their giving.”

Higher education institutions must meet young alumni where they spend most of their time. Compare how young users engage across social platforms.

young adult Social Media usage by Platform

PLATFORM	% OF 18-29-YEAR-OLDS WHO USE IT
YouTube	93%
Instagram	76%
Facebook	68%
Snapchat	65%
TikTok	59%
Reddit	46%
Pinterest	43%
LinkedIn	40%
X (formerly Twitter)	38%
WhatsApp	30%
BeReal	10%

Source: Pew Research Center Social Media Fact Sheet

Social media platforms help colleges highlight genuine relationships between alumni and current students by telling alumni stories that resonate. Sharing updates, milestones, and accomplishments adds depth to the connection and shows the lasting impact of the alumni community. When done effectively, social media posts can demonstrate mentorship, community-building, and shared school pride, turning passive followers into inspired young donors.

Tailor your Alumni Engagement to Platform and Audience

Not all content is created equal, and not every message belongs on every platform. Successful outreach depends on customizing tone, visuals, and content format to match the audience’s expectations.

Instagram

Instagram is a powerful tool to reach young donors. It is ideal for personal, short-form emotional storytelling and visual moments. For example, consider posting a video of a graduating class, or a student’s first job offer with special thanks to an alumnus. Use Instagram to demonstrate your college or university’s culture and spirit, allowing young alumni to connect on an informal and deeper level.

LinkedIn, on the other hand, is a professional network. Use this platform to share detailed student and alumni success stories or career milestones. This is a space to show your higher education institutions’ long-term impact on careers and networks.

YouTube

Youtube is an effective platform that helps show in-depth student or alumni profiles, behind the scenes campus experiences, or day in the life videos that highlight an institution’s unique values. With its strong search capabilities and wide reach, YouTube also serves as a powerful tool to allow prospective donors and young alumni to discover your message at any time. The platform supports both professional and authentic content, making it a flexible space to deepen alumni engagement and tell a story over time.

To truly reach a younger audience, posts should be simple, clear, and emotionally resonant. Ideally, a single post should easily showcase how alumni-driven philanthropic investment is making a difference for students and your university’s community.

understand Gen Z and Millennial Donor Behavior

Younger generations are rethinking philanthropy, which means advancement departments need to stay agile to evolving donor behavior, including in their social media campaigns.

Gen Z and Millennials are more likely to engage with alma maters that:

Offer user-friendly digital experiences
Share compelling stories
Demonstrate measurable outcomes
Reflect values in branding, diversity, and tone

STUDENT PERSPECTIVE

“I am always more likely to engage with a post when I can tell that it reflects my values or something that I care about. Having a compelling story that builds community will keep me focused on the post rather than clicking past it.”

~ Natalie Malarkey, college student and CCS Summer Intern

According to the 2025 CCS Philanthropy Pulse, 63% of organizations use digital campaigns to engage next-gen philanthropists, and for good reason; younger donors are interested in transparency, authenticity, and impact more than obligation. Social media and digital engagement ensure accessible, personalized, original, mission-driven outreach.

Nurture a Long-Term, Donor-centric Culture through young alumni engagement

Higher education institutions must view alumni engagement strategies as long-term investments rather than one-off solicitations. Repeatedly engaged donors are far more valuable over time. Donor retention (cultivating long-term relationships) significantly outperforms one-time solicitations; in 2023, the average donor retention rate was about 45%, but the retention rate for donors who had given two or more consecutive years was over 60%. This shows that it can take five to 10 years of consistent engagement before a donor makes their first major gift. It is essential for more reliable, long-term revenue to build donor relationships early and intentionally.

Universities are moving beyond one-day fundraising events and embracing more integrated, year-round advancement strategies, weaving them into the student experience. Today’s engagement efforts focus on building authentic relationships early by highlighting student involvement, shared values, and visible impact. Newer generations want to give because they feel personally connected to their cause and see how those gifts make a difference.

Newer generations cherish involvement and want to see first-hand how their efforts make a difference. Students want to see what benefits of staying connected, and alumni hope to understand how their involvement is shaping the future generations.

STUDENT PERSPECTIVE

“As a current college student, I have seen fundraising efforts take many forms. From my experience at my university, I have felt more connected and inclined to donate when I see posts that highlight our strong sense of school spirit. Watching alumni return to campus and seeing the lasting bond they still have with the university inspires me. It makes me feel confident that I will want to give back and support my school as I grow into my own career.”

~ Natalie Malarkey, college student and CCS Summer Intern

STUDENT PERSPECTIVE

“From my student perspective, I have seen first-hand how fundraising works best when it feels personal. I have been to events on campus where the focus was more on sharing and connecting with donors rather than just asking for money. When donors have the opportunity to hear directly from students and see the impact they make, it sticks with them. It’s not just about giving… it’s about feeling part of something meaningful and making long-lasting connections.”

~ Melissa Elwood, college student and CCS Summer Intern

Measure your young alumni social media efforts

You can and should track the efficacy of your social media efforts through clickthrough rates. With a nonprofit industry benchmark of 1-3% for social media posts, clickthrough rates matters because they measure how people engage with the content.

Connect With young alumni where they are

Current student and young alumni engagement is more than raising funds—rather, effective engagement is about creating a sense of belonging, shared purpose, and pride. To engage a growing base of constituents with minimal friction, consider meeting young donors where they are: on social media. By employing social media platforms intentionally to drive a more dynamic digital environment, your college or university will strategically enhance both its footprint and toolkit.

When young graduates feel that their stories matter and their contributions count, they become lifelong givers and advocates for your institution.

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As organizations look to deepen relationships with their supporters and drive transformational change, one truth has become clear: a nonprofit communications strategy is no longer just about reaching donors. It’s about reaching the right donor, with the right message, at the right time, through the right channel. This is important now more than ever; as Baby Boomers age, an estimated $84.4 trillion in assets is expected to transfer to Millennials and Generation Z by 2045, with $72.6 trillion passing directly to Boomer heirs.

New findings from the 2024 Giving by Generation report, combined with CCS’s on-the-ground experience supporting fundraising leaders, highlight how donor communication preferences vary widely across age groups, and why nonprofits must embrace more personalized, multi-channel strategies to connect effectively.

The Modern Donor Expects More, and Less

Donors today want to feel known, not targeted, through personalized engagement rather than broad appeals. At the same time, they’re more selective in the messages they welcome and the causes they support. Research from the suggests that nonprofits that tailor outreach based on donor behavior and values outperform those that rely on one-size-fits-all campaigns.

According to Giving USA’s report, 65% of Millennial donors and 58% of Gen Z donors believe charities are doing a good or excellent job at executing on their mission—a promising sentiment. But with that optimism comes higher expectations. These donors want transparency, measurable impact, and alignment with their personal values, particularly around DEI and social justice.

Generational Insights: One Nonprofit Communications Strategy Doesn’t Fit All

Donor preferences differ across age groups, and engagement strategies should be responsive to these differences. The below breaks down key generational communication trends from the report:

Gen Z is highly connected, checking their phones more than 200 times per day. While they prefer digital-first experiences, they are also surprisingly open to traditional channels. Eighty percent (80%) are open to monthly mailings, and 81% would accept monthly emails after giving.

Millennials are the most responsive generation overall, scoring highest across nearly every channel, including email (3.9/5) and direct mail (3.5/5). They are also the most likely to use smartphones (54%) and QR codes (54%) to donate.

Gen X continues to bridge the digital and analogue worlds. While their likelihood to respond to texts or social media is lower than younger generations, 45% have used a desktop to give—more than in 2022.

Boomers, while less responsive to digital outreach, still represent a powerful philanthropic force. Eighty-eight percent (88%) have donated in response to direct mail, and 28% say that a mailed appeal led them to give online.

How do these preferences actually play out across generations? Here’s what the data shows:

Integrate Data and Digital in your Nonprofit Communications Strategy

With over 41% of all donors now using smartphones to make gifts—and more than half of younger donors open to QR-code-activated giving—nonprofits must adopt a mobile-first strategy. Websites should be intuitive, fast-loading, and optimized for small screens. Calls to action need to be prominent, and donation forms must be clean, minimal, and fast to complete.

Beyond interface design, data is becoming the backbone of modern fundraising communication. As CCS has seen in campaigns across healthcare, higher education, and human services, the most effective organizations use behavioral data to test timing, channel mix, and messaging strategy in real time. But while automation enables scale-ability, the experience must still feel personal.

Matching Gifts, Storytelling, and Peer Influence Still Win

Beyond channel preferences, matching gift campaigns remain a powerful motivator, especially for younger donors. According to the Giving by Generation report, seventy-two percent (72%) of Millennials and 71% of Gen Z say matching gifts increase their likelihood to give.

Similarly, peer-led messaging outperforms branded messaging on social media. While overall influence from social platforms is softening, younger donors remain significantly more likely to respond to a personal request shared by a friend or family member than to a traditional organizational post.

Nonprofits should equip supporters with compelling, shareable content, especially during time-sensitive campaigns like GivingTuesday or year-end appeals.

Bridge Traditional and Digital Channels

What’s perhaps most surprising and encouraging is that younger donors still engage with traditional channels. Direct mail, email, and even phone calls are welcome when paired with digital follow-ups, clear impact updates, and options to respond online. In fact, among Millennials, 53% prefer to give online in response to a mailed appeal. This data offers a reminder that integration is better than isolation when it comes to communication approach.

CCS recommends that for greatest success, organizations pursue layered, integrated campaigns that allow donors to interact in the channel they prefer, at the cadence they find comfortable. CCS’s own fieldwork has shown this layered approach works particularly well in campaigns that combine physical and digital touchpoints. For instance, pairing a direct mail invitation with a QR code or personalized short URL can drive conversion especially when followed by an email reminder or text prompt.

Looking Ahead for an Effective Nonprofit Communications Strategy

As we enter the next chapter of nonprofit communications, the mandate is clear: don’t just communicate, connect. Understanding your donor’s generational preferences, motivations, and values is no longer optional, it’s essential.

Now more than ever, it’s not just about what you say. It’s about how, and to whom, you say it.

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Leveraging data analytics to strengthen your nonprofit’s donor portfolio is increasingly important in a competitive fundraising market. Once you have established good donor data hygiene and optimized your CRM, you are in prime position to elevate your fundraising. With the right combination of expert guidance and emerging technologies, you can turn your raw data into smarter strategies, stronger portfolios, and more sustainable growth.

Start With clean, Structured Data to Transform Your Donor Portfolio

At its best, data can be transformational. When your CRM is clean, structured, and aligned with your fundraising strategy, the donor portfolio insights you glean through data analytics are powerful. Your team gains the power to:

Identify previously overlooked donor prospects
Segment donors for personalized outreach
Create individualized donor journeys
Predict giving behaviors to refine portfolio management

Strong data isn’t just a backend function. It’s what allows fundraisers to focus on building real relationships. When the information is reliable and easy to access, we can spend less time digging and more time performing the work that drives results.
Jessica Roberts, Vice President of Data Analytics, CCS Fundraising

harness AI for efficiency and deeper insight into your donor portfolio

The next frontier in nonprofit data analytics lies in artificial intelligence (AI). AI can expand your team’s capacity, enhance personalization, and anticipate donor behavior. It typically takes two forms:

1. Predictive AI

Predictive AI leverages historical data to forecast future outcomes.

It can help you:

Predict donor retention and likelihood of upgrade
Model campaign performance before launch
Optimize major gift portfolios based on real-time insights to identify who looks like your next major giving donor

2. Generative AI

Generative AI, meanwhile, creates content based on existing donor data.

Especially when you use Custom GPTs, one of its notable features, Generative AI enables your team to:

Draft customized solicitation emails at scale
Generate personalized impact reports
Automate donor communications while preserving authenticity

Together, predictive and generative AI offer fundraising teams a powerful toolkit for more efficient—and more human—donor engagement.

Explore the CCS AI in Fundraising Paper to learn more about:

The history of AI
Implementing AI in your fundraising strategy
Benefits and considerations of using AI
AI example cases and making the most of AI chat prompts

Enlist a Subject Matter Expert to turn donor portfolio insight into action

Technology alone can’t drive your data strategy. Behind every effective system is a person, or team, with deep expertise in both fundraising and data management.

A Subject Matter Expert (SME) ensures that:

Data collection and structure align with your development goals
CRM usage is consistent across departments and teams
Fundraisers understand how to interpret and act on data insights
Teams are trained in best practices, from data entry to analysis

Whether you invest in staff training, a new hire, or a consulting team like the one at CCS, SMEs help bridge the gap between information on your donor portfolio and action, making sure your data informs real-time strategy, not just reports.

The data analytics [CCS Fundraising] offered really boosted our results and provided us the guidance we needed to be perpetual fundraisers post-campaign.
Dr. Ashley Whaley, Senior Director of College Advancement, Hagerstown Community College

Learn more about our work with Hagerstown Community College.

Refine your donor Portfolio with data analytics

Once your SME has analyzed your CRM data, they can refine your donor portfolio. Portfolio management is where data meets execution. A well-structured portfolio allows fundraisers to focus their time on the most promising relationships. Additionally, it ensures that each prospect is assigned to the right segmentation strategy, streamlining workloads and increasing yield.

A data-informed portfolio typically includes:

Top Performers: High-capacity donors actively engaged in cultivation
Re-engagement Candidates: Donors with capacity who have disengaged but may show signs of renewed interest
Further Research Needed: Prospects flagged by AI or CRM insights, pending qualification
Annual Fund Candidates: Lower-capacity donors more suited to mass appeals or digital engagement

identify early-stage signals to build smarter donor journeys

Too often, organizations concentrate solely on existing major donors. But many of today’s mid-level or even first-time donors have the potential to become transformational givers if you engage them early and meaningfully.

Consider that some donors take 20 years to make a major gift. Others take less than five years often because they were asked sooner and stewarded more intentionally.

The variation in how long it takes a donor to give a major gift often comes down to three factors:

Timing of the First Ask: Many donors capable of giving more are simply never asked early. Organizations that delay asking miss critical moments of connection.
Relationship Depth & Stewardship: Donors who experience consistent, personalized stewardship feel known and valued and tend to move faster in their giving journey.
Data-Informed Prioritization: Organizations that identify capacity and engagement early can prioritize the right prospects sooner, leading to shorter cultivation timelines.

By analyzing historical data, your team can identify early-stage signals—recurring gifts, increased engagement, volunteer involvement—that predict future giving potential. With that knowledge, you can build donor journeys that are personalized, strategic, and built for long-term growth.

The sooner a potential major donor is identified, the more intentional we can be with every interaction. That’s how a 20-year journey becomes a 1-year story.
Dr. nick huron, data scientist, ccs fundraising

Refresh Your Donor Portfolio With The “Onion” Approach to Donor Discovery

Strengthening your donor portfolio is an ongoing process that requires repeated data analysis. Think of uncovering donor potential as a layered process. Your CRM is the onion, and with each layer you peel back, new opportunities emerge:

Top-tier prospects actively in cultivation.
Mid-level donors who are ripe for upgrade.
High-capacity donors giving below potential.
Lapsed or disengaged donors showing signs of interest.

This onion of opportunity is a continuous process. New data is constantly coming in, so the pipeline should be regularly refreshed with new data insights. This systematic approach creates a steady stream of qualified prospects and ensures your fundraising strategy remains proactive, not reactive.

Tiers 1-4: Total constituents in CRM
Tiers 1-3: Top affiliated households to be wealth screened
Tiers 1-2: Top Scorers with a gift capacity rating of $100K+
Tier 1: Top Scorers with a high gift capacity and have a five-year giving of $500+
Focus: Top tier prospects actively in cultivation

Nonprofit Data Analytics: Putting Thoughts Into Action

Effectively strengthening your nonprofit’s donor portfolio doesn’t require a complete technology overhaul. It requires thoughtful strategy, trained staff, and intentional execution. When paired with expert insight and emerging technologies, your data becomes a force multiplier across your entire development program.

The future of fundraising belongs to organizations that not only collect data but listen to the stories that it’s telling them.

What are your data challenges?

We can make your job easier.

GET IN TOUCH

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How to Analyze CRM Data: The Hidden Power of Your Database

April 30, 2025

Unlock the potential of your organization’s CRM and data management techniques to secure long-term fundraising success.

In today’s evolving fundraising landscape, clean, reliable data is more than a backend necessity—it’s a strategic asset. However, according to the 2025 CCS Philanthropy Pulse report, 54% of nonprofits identify incomplete or inaccurate data as a major obstacle to maximizing donor information. By assessing your data’s health, understanding how to analyze CRM data, and making full use of donor insights, you can unlock the potential of nonprofit data analytics to fuel long-term fundraising success.

Why CRM Management Matters

A well-managed CRM is more than just a repository of information, it serves as the foundation of a successful fundraising program. You will know that your CRM is effective if you can:

Track donor interactions in real time
Segment donor groups based on giving history, engagement, and capacity
Personalize outreach to strengthen donor retention and increase giving

Common Pitfalls When Trying to analyze cRM data

Even the most proficient fundraising teams encounter challenges in data management. Common issues often include:

Data silos: Isolated data pockets that prevent a holistic view of donor relationships.
Inaccurate or incomplete donor profiles: Gaps and errors that can misinform strategy and outreach efforts.
Poor integration between different platforms and historical records: Fragmented data that hinders comprehensive analysis and decision-making.

These challenges often lead to inconsistent data entry within CRM systems. When data lacks standardization—whether due to variation across records or between teams—it becomes difficult to generate accurate insights. Conversely, clean, consistently coded data enables organizations to identify donor trends more easily and develop targeted, strategic fundraising efforts.

Curious about how healthy data looks? Check out detailed example data entries in this article.

Transforming Data Challenges into Strategic Advantages

Addressing these data challenges requires a proactive and structured approach, based on the following priorities:

Implement Strong Data Governance Policies: Establish clear guidelines and standards for data entry, maintenance, and usage to ensure consistency and accuracy.
Conduct Regular Data Audits and Cleanup: Periodically review and cleanse your data to maintain its integrity and relevance. Sometimes a data audit uncovers bigger issues that prompt revision or even rebuilding data guidelines. Regular checks ensure that data governance policies adapt to meet your needs while remaining evergreen.
Develop Well-Structured Dashboards and Visualizations: Utilize intuitive tools to translate complex data into actionable insights, facilitating informed decision-making.

how to analyze cRM data in Three Key Steps

To avoid common pitfalls and harness the full potential of your CRM, consider the following steps:

One: Empower Your Team with Training and Best Practices

Only 16% of nonprofits say that their fundraising staff is completely knowledgeable about CRM database use. Technology alone cannot resolve data challenges; your team must be equipped with the right training and tools. Standardizing data entry processes and ensuring staff understand CRM best practices can significantly improve data quality. A well-trained team can leverage your CRM’s full potential, turning raw data into actionable fundraising insights.

To learn more about how to develop a staff training program for fundraising, check out this article.

Two: Align Your CRM with Fundraising Goals

Your CRM should be a strategic tool tailored to your organization’s fundraising objectives. Reflect on the following:

Are you tracking the right data points? Ensure CRM fields align with your pipeline and stewardship strategies.
Are your workflows efficient? Streamline processes to reduce administrative burdens and enhance donor engagement.
Are you using data to inform strategy? Utilize your CRM to guide decisions, from donor stewardship to major gift prospecting.

An optimized CRM supports and amplifies your fundraising efforts, ensuring that technology serves your mission effectively.

Three: Incorporate Relevant Data to Enhance Your Strategy

Effective CRM use involves not only maintaining existing data but also enriching it to guide strategic decisions. Consider these key actions:

Disqualification: Remove unsuitable prospects to focus efforts on high-potential donors.
Annual Fund and Leadership Portfolios: Assign mid-level donors to appropriate portfolios for cultivation.
Major Gift Portfolios: Prioritize high-capacity prospects for deeper relationship-building.
Re-engagement: Develop targeted strategies to re-engage underperforming or lapsed donors.

When reviewing your top prospects, categorize them as follows:

1 Rating: Ready for immediate assignment.
2 Rating: Requires further research.
3 Rating: Not a fit at this time.

This systematic approach ensures that your fundraising team focuses its efforts on the right prospects, optimizing outcomes and efficiency.

Harnessing the Power of Nonprofit Data Analytics

A well-managed CRM unlocks more than just organized data—it empowers your team to cultivate meaningful donor relationships, drive strategic decisions, and achieve your fundraising potential. By learning how to analyze CRM data, you lay the foundation for sustained success.

What are your data challenges?

We can make your job easier.

GET IN TOUCH

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How to Strengthen Your Donor Portfolio With Data Analytics

May 19, 2025

Learn how to effectively analyze, refine, and refresh your donor portfolio to secure long-term fundraising success.