Survey respondents represented the following types of healthcare organizations.
fundraising practices at Healthcare Institutions
Nearly six in 10 healthcare institutions (59%) report revenue increases versus their prior fiscal year, a jump in 10 percentage points from 2023, as compared to 62% across all sectors. Nearly three-quarters (72%) of all healthcare organizations get 20% or less of their giving in the form of non-cash assets. Healthcare nonprofits might consider corporate funding partnerships with digital health startups: nonprofits would align with industry-focused and tech-forward initiatives, and healthcare companies would partner with mission-aligned efforts to appeal to their value-based investors. Most (64%) fundraising operations are fully centralized.
Most (96%) healthcare organizations are either becoming more centralized or staying the same.
health sector projections and priorities
Fifty-seven percent (57%) of participants expect major gifts to increase in 2024, compared to 56% for mid-level gifts and 48% for events. Sixty-three percent (63%) of respondents believe DEI is important to build trust and strengthen community relationships, compared to 49% across sectors. Various tactics for understanding the needs of your community, including asking emergency room physicians about health equity issues, could offer direction for fundraising needs to align your actions with your values.
Most institutions report philanthropic grants (21%), major gifts (20%), and events (15%) as their top sources of fundraising income.
staffing and resourcing in the health sector
In 2024, 24% of responding healthcare institutions increased their fundraising staff, as compared to 34% in 2023. While half of all organizations increased staff pay by 4% or more over the past three years, 53% of respondents report doing so in the health sector. Healthcare nonprofits might consider creating opportunities for upward mobility and other tactics to support staff amidst a fast-paced and high-achieving work environment.
The top two engagement tactics to involve physicians in fundraising efforts include participating in outreach initiatives (30%) and giving personal donations and contributions (27%).
donor acquisition and retention in the health sector
Fifty-one percent (51%) of healthcare organizations indicate that their number of new donors has increased in the past 12 months, down from 65% last year, and lower than the cross-sector average (54%). Forty percent (40%) of institutions report retaining over half of their new donors over the past 12 months, compared to 49% overall. Healthcare nonprofits might consider leveraging specialized legacy societies as a powerful donor acquisition and retention tool.
Fifty-nine percent (59%) of healthcare organizations use AI technology in their operations, an uptick from 43% in the previous year, as compared to 53% across sectors. Explore valuable insights, strategies, and tools to support your healthcare institution’s growth in AI.
The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.
Many institutions are wondering how the presidential election may impact their fundraising in 2025. Long-term trends suggest a steady increase in funding; the most recent data reports that higher education institutions received $58 billion in annual charitable donations, with growth among unrestricted endowments and irrevocable deferred gifts.
Higher Education fundraising practices
Most higher education institutions (81%) report revenue increases versus their prior fiscal year, which is higher than the overall rate across sectors (62%). Sixty-three percent (63%) of schools get 20% or less of their giving in the form of noncash assets. Though often overlooked, there is potential in retirement assets for charitable giving; institutions of higher education might consider focusing on noncash donation vehicles that offer personal financial advantages during major gift conversations.
higher education projections and priorities
Fifty-one percent (51%) of participants expect deferred gift commitments to increase in 2025, followed by an expected increase in foundation (49%) and mid-level (49%) gift increases.
Likewise, fifty-one percent (51%) of respondents believe DEI aligns with their institution’s values mission, and social justice goals, compared to 63% across sectors. Fundraising for DEI initiatives at colleges and universities will remain a key topic of conversation amidst policy changes and variable governmental support.
staffing and resourcing in the higher education sector
In 2024, 58% of responding institutions increased their fundraising staff, compared to 29% in the previous year. While half of all organizations increased staff pay by 4% or more over the past three years, 53% of schools in this sector saw an increase. Managing fundraising efficiency and staff ratios in light of these evolving sector dynamics remains an important way to maximize ROI and employee satisfaction.
donor acquisition and retention at Higher Education Institutions
Alumni continue to be a key source of new and existing donors among institutions of higher education. Fifty-one percent (51%) of higher education institutions indicate that their number of new donors has increased in the past 12 months, an increase in six percentage points from last year, as compared to 53% across sectors. Fifty percent (50%) of higher education institutions report retaining over half of their new donors over the past 12 months, compared to 49% overall. Colleges and universities might consider sourcing new donors by re-engaging those closest to their organization, including board members and faculty.
The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.
Just over half (54%) of human services organizations report revenue increases versus their prior fiscal year, as compared to 62% across all sectors. Three out of every four (75%) organizations get 20% or less of their giving in the form of non-cash assets, which shows a shift toward non-cash giving from the prior year’s rate (53%).
trends in funding priorities at Human Services Organizations
In the past twelve months, organizations saw an increase in demand or outsized growth of funding in housing assistance and mental or behavioral health assistance, among other services.
human services sector projections and priorities
Fifty percent (50%) of participants expect mid-level gifts to increase this year, followed by expected increases in major gifts (47%) and annual appeal (45%). Organizations might consider leveraging family foundations as a source of mid-level and major gifts. Sixty-nine percent (69%) of respondents believe DEIB aligns with their organization’s values, mission, and social justice goals, compared to 73% across sectors.
Human Services Organizations Have been Responsive to Episodic Giving
Human services nonprofits have deployed numerous donor engagement tactics in response to episodic giving, including adjusting communication focused on ongoing needs (26%), focusing on immediate fundraising for specific needs (19%), and enhanced donor stewardship and recognition programs (16%).
staffing and resourcing in the human services sector
In 2024, 55% of responding human services organizations increased their fundraising staff, up from 38% in the prior year, as compared to about 58% across sectors. While half of all organizations increased staff pay by 4% or more over the past three years, 55% of respondents report doing so in the human services sector.
donor acquisition and retention
Fifty-two percent (52%) of organizations indicate that their number of new donors has increased in the past 12 months, which is similar to 54% across sectors. Thirty-six percent (36%) of organizations report retaining over half of their new donors over the past 12 months, compared to 49% overall. Human services nonprofits might consider leveraging specialized legacy societies as a powerful donor acquisition and retention tool.
The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.
fundraising practices in the Primary and Secondary Education sector
Almost half of primary and secondary schools (45%) report revenue increases versus their prior fiscal year, a 10% drop in last year’s estimation, and lower than the average (62%) across sectors. However, the year-over-year revenue has increased according to NAIS Facts at a Glance, as median funds received were $1.5 million, a $1 million gain from 2023, for independent schools.
Sixty-two percent (62%) of schools get 20% or less of their giving in the form of non-cash assets.
annual fund updates for primary and secondary education
Just under half (44%) of all primary and secondary schools report that their annual fund increased in 2024. For more information on how to reinvest in your annual fund, check out our three-part article series for primary and secondary schools.
Of all sources, responding schools’ annual fund support comes mostly from parents (27%), a figure that has remained relatively stable year-over-year. Innovative alumni-engagement tactics can help bolster your approach with recent graduates.
projections and priorities for primary and secondary schools
Sixty-one percent (61%) of participants expect major gifts to increase in 2025, followed by an expected increase in mid-level gifts (50%) and annual appeal (44%). Seventy-four percent (74%) of respondents believe DEI is important to define their school’s values, compared to 63% across sectors.
staffing and resourcing in the primary and secondary school sector
In 2024, 17% of responding schools increased their fundraising staff, compared to 30% in the previous year. While half of all organizations increased staff pay by 4% or more over the past three years, 52% of schools in this sector saw an increase. Notably, the median salaries for directors of advancement and directors of development for 2024 were $151,107 and $105,000, respectively.
Primary and Secondary School donor acquisition and retention
Fifty-four percent (54%) of schools indicate that their number of new donors has increased in the past 12 months, an increase in six percentage points from last year, as compared to 53% across sectors. Sixty-five percent (65%) of schools report retaining over half of their new donors over the past 12 months, compared to 49% overall. Whether or not your school is in the position to campaign, key tactics like strengthening your culture of philanthropy and establishing a major gift initiative can help onboard and sustain key supporters.
The data on this page was curated from a questionnaire taken by nearly 650 responding organizations during the fall of 2024, reporting on FY2024 results.
CCS Fundraising is thrilled to share the 4th edition of our Philanthropy Pulse report! Unlock data-driven findings to guide your strategy for the year ahead by clicking on the widget.
The 2025 CCS Philanthropy Pulse report offers invaluable perspectives on the present and future state of philanthropy based on data CCS collected from over 600 organizations across nonprofit sectors in late 2024.
Dive into our 2025 sector spotlights below for data specific to Arts & Culture, Health, Higher Education, Human Services, Primary & Secondary Schools, and Faith.
This report provides a comprehensive look at the current state of US philanthropy, compiling and analyzing annual data from Giving USA and other prominent research to ensure your organization stays up-to-date on the most significant industry trends.
As the leading strategic consulting partner for nonprofits, CCS Fundraising is committed to understanding how organizations like yours can navigate the shifting philanthropic landscape and best position themselves for fundraising success.
Our annual Philanthropy Pulse report compiles and contextualizes survey data to guide fundraisers, offering insights into the modern strategies nonprofits employ for development. Check out previous editions of our main report below:
In addition to the main report, CCS explores fundraising practice data by nonprofit sector. Check out our spotlights from previous years for Arts & Culture, Health, Higher Education, Human Services, Primary & Secondary Schools, and Faith below.
Uncover the latest fundraising trends in the 2025 CCS Philanthropy Pulse report! Packed with data-rich insights from 600+ nonprofit organizations across diverse nonprofit sectors, this free report will help you plan for success in 2025.
This report provides a comprehensive look at the current state of US philanthropy, compiling and analyzing annual data from Giving USA and other prominent research to ensure your organization stays up-to-date on the most significant industry trends.
Donor acquisition and Retention is on the mind of most nonprofits…
…and if it isn’t on yours, it should be. The 2025 CCS Philanthropy Pulse report asked organizations about the top challenges they face today. Seventy percent (70%) of respondents said donor acquisition or retention are top challenges. While the number of respondents who name donor acquisition or donor retention as a top challenge has decreased over time, they have persisted as big challenges for most organizations since our first Philanthropy Pulse survey in 2021.
steps for developing a successful acquisition and retention plan
Consider the following steps to develop a successful donor acquisition and retention strategy for your organization:
Examine the trends
Assess your organization’s data and trends
Segment your audiences
Develop compelling content
Set measurable goals
Strategically budget for success
Keep it simple
1. Examine the Trends for Donor Acquisition and Retention
Episodic Donors
In 2025, organizations are re-evaluating their donor acquisition and retention strategies to ensure sustained support beyond moments of heightened urgency. This includes demonstrating the lasting impact and relevance of their missions, even as immediate pressures subside.
This phenomenon is not new; in 2024, many organizations faced the challenge of engaging “election-year donors”— supporters whose contributions were driven by increased attention to mission-driven causes during the election year. This effort builds on initiatives that began in early 2020, when organizations worked to transition “crisis donors”, those who made one-time, reactive gifts in response to the COVID-19 pandemic and racial justice movements, into “mission donors” committed to long-term support driven by a deep belief in the organization’s purpose.
Donor Acquisition and Retention Strategies Differ by Generation
Of course, these episodic donors are not the only donors your organization wants to acquire or retain in 2025. According to CCS’s Philanthropic Landscape Report, generation plays a significant role in donor behavior. Please note that these annual generational trends are simply trends, and may be nuanced in your organization and with your donors.
Boomers (born 1946-1964) comprise 20.9% of the population and hold the most wealth at $76.2 trillion. Seventy-two percent of this population donates, with an average gift of $1,212 to 4.5 charities. This generation is motivated to give to traditional, well-established organizations with proven impact, such as educational institutions or healthcare charities. They are also inclined to use offline giving methods, such as writing checks, responding to direct mail campaigns, or participating in in-person fundraising events.
Gen X
Gen X (born 1965-1980)comprises 19.5% of the population and holds $37.8 trillion in assets. Fifty-nine percent of this generation donates with an average gift of $732 to four charities. This generation tends to be motivated by environmental issues, education, and children’s welfare and is the cohort most likely to fundraise for a cause, pledge a donation, and volunteer their time to the organizations they support. They also prefer text messages or voice calls, regularly check email, and stay updated on social media feeds.
Millennials
Millennials (born 1981-1996)comprise 21.7% of the population and hold $13.3 trillion in wealth. Eighty-four percent of this generation donates with an average gift of $481 to 3.3 charities. This generation is motivated to give to organizations closely aligned with their values on societal and economic issues. They tend to conduct thorough research or establish personal connections with a nonprofit before donating.
Gen Z
Gen Z (born 1997-2012)comprises 20.7% of the population, but there is insufficient data on their assets. Forty-four percent of this generation gives with an average gift of $785 to 3 charities. This generation is most inspired to give if they trust an organization, believe in its mission, and see evidence that the nonprofit gives back to the community. A digital native generation, Gen Z uses social media platforms to spread awareness and mobilize support, and are more inclined to give their money and time to volunteering and spreading awareness for a cause.
These generational profiles, as well as trends episodic donors, are unique to this moment in the philanthropic landscape. They also mark an opportune time to reevaluate your donor acquisition and retention strategies. As your organization builds its 2025 fundraising plan, it can be helpful to remember that as the philanthropic landscape evolves, so should your acquisition and retention strategies. Competition for attention and dollars is as fierce as ever—and nonprofits across the country continue to see donor acquisition and retention as key organizational challenges. To help your organization stand out and retain a larger number of one-time donors and attract first-time donors, keep the following considerations in mind to inform your plan of action.
2. Assess your organization’s data and trends
The past five years saw industry-wide philanthropic trends shift at an accelerated pace. Chances are high that your organization also saw notable changes in the ways donors engage. The first step to developing a strong strategy around acquisition and retention is to understand your own organization’s shifting trends.
As you take a deep dive into your organization’s donor retention and acquisition rates over the past five years, consider seeking answers to the following questions:
What was your acquisition/retention rate trajectory from 2019 to 2024?
How did economic, political, and social changes, as well as the COVID-19 pandemic, affect this trajectory?
What segments of donors saw the most fluctuation?
What channels of communication have been most effective to reach your target audience?
Leverage the Power of AI to analyze your donor database
Predictive AI can help with the acquisition of new or lapsed donors and the retention of current donors. By analyzing patterns in donor behavior, such as giving history, demographics, and engagement levels, predictive modelling creates statistical profiles of loyal and acquired donors that can be used to prioritize and segment the larger donor database. Focusing efforts on donors who score well and de-prioritizing those that don’t score well can generate improved ROI and increased revenue. Tools powered by predictive AI can also provide value to major and legacy giving efforts, enabling organizations to focus resources on cultivating meaningful relationships with donors who are both capable and aligned with their mission.
Evaluate Your Direct Marketing Outreach Efforts
Some organizations, citing success in digital fundraising and an increased focus on sustainable practices, have drastically reduced or eliminated direct mail outreach. Others are finding even greater success through acquisition mailings. Now is the time to deeply assess what your data tells you about the direction your organization might be heading.
These questions will be important to explore to get a clearer picture of how your organization has experienced the uncertainty of the past few years. Once you uncover trends in your organization’s fundraising data, you can begin to develop and implement a plan to capitalize on the areas where you’ve been successful.
3. Segment your audiences
Now that you’ve taken a magnifying glass to your organization’s recent data and trends, it’s time to put a plan into action. The outcomes of your internal assessment should provide a good starting point for formulating your acquisition and retention plan for 2025.
A good acquisition and retention plan should speak directly to your target audiences by sharing compelling stories of your mission’s impact. It should include strategic and measurable goals and you should be prepared to adjust any approach as needed. Lastly, a good plan should always maintain a donor-centric approach to ensure that it is simple and intuitive to engage with your organization.
Segment your donors and prospective donors
A young donor who made a first-time $20 gift through your organization’s social media page might respond differently to certain content than an older donor who wrote and mailed a $20 check in response to a mailing. Your strategies should be unique to the segments you are trying to reach.
4. Create topical, compelling, and Personalized content
Strive for content that educates donors on how your organization’s mission is making an impact now, in real-time. Regardless of the platforms and channels through which your organization most successfully reaches donors, successful acquisition and retention strategies often revolve around educating donors on your mission through compelling storytelling. What are the stories your organization can tell that highlight how and why your organization’s mission is making an impact right now? Ensure that your content speaks to an ever-diversified donor demographic and strives to cultivate a more inclusive and equitable philanthropic sector.
Your content will be the primary way your audiences will engage with your organization. Take time to create targeted and meaningful donor journeys to educate them on why they should invest or continue to invest in your mission.
5. Set measurable goals and continually assess progress
As you develop your plan, be sure to lay out clear and measurable goals. Evaluate these goals on a regular basis and be prepared to be agile in shifting priorities or content strategies.
As a potential goal-setting benchmark, CCS’s internal Data Analytics, Systems, & Research team observes an average donor retention rate of 46% across the organizations CCS has worked with over the last 5 years.
6. Strategically budget to meet your Donor Acquisition and Retention goals
If your organization has experienced an organic influx of new donors over the past few years, you might consider the acquisition cost of those new donors as near-zero. As funds were not spent on acquiring these donors, you might consider heavier investment into retaining these types of donors. Be sure that your costs are supporting outcomes that help reach the goals you’ve set.
7. Make It simple to make a first-time gift or give again
As digital fundraising continues to grow, ensure that giving to your organization, across all platforms, is simple and straightforward. Once you’ve done the legwork to compel a donor to give or give again, you don’t want to lose them due to an arduous donation process.
Having a solid donor acquisition and Retention Strategy will help you succeed
Following these steps will support your organization in building a strong plan to attract and retain donors in 2025. In an environment where many organizations are grappling with questions around donor acquisition and retention, having a strategic, measurable, and nimble strategy backed by strong content will make your organization stand out among the noise.
In today’s competitive fundraising landscape, nonprofits are looking for new, efficient ways to identify their most generous donors. The Faster Funnel Process, developed at Thomas Jefferson University and Jefferson Health, automates and optimizes the qualification of major gift prospects. In this article, learn how to apply the Faster Funnel Process to your organization to support major gift fundraising, save time, and ensure that development officers can focus on your most promising leads.
What is Prospect Qualification in Major Gift Fundraising?
Prospect qualification in major gift fundraising is the process of evaluating and determining whether a potential donor (prospect) has the capacity, willingness, and alignment to make a significant financial contribution to an organization. It is a critical step in the fundraising cycle, ensuring that time and resources are directed toward prospects most likely to support the organization’s mission.
The Challenge of Prospect Qualification
Prospect qualification in philanthropy is akin to online dating: it requires patience, involves frequent rejection, and can rely on time-consuming methods like phone calls and emails that detract from engaging with high-potential prospects. The Faster Funnel process addresses these challenges by automating the initial qualification phase, allowing prospects to self-qualify and thus enabling gift officers to concentrate on those most likely to engage.
In today’s fast-paced environment, efficiency is everything. The Faster Funnel Process modernizes traditional qualification methods through the strategic use of automation and data-informed insights, allowing organizations to uncover the most engaged and mission-driven prospects more effectively.
David Ritchie, Assistant Vice President, Information Management and Analytics, Thomas Jefferson University and Jefferson Health
The Four-Step Faster Funnel Process for Major Gift Fundraising
1. Identify Qualified Prospects
The Faster Funnel Process begins with prospect researchers actively identifying unassigned prospects with a high potential to give by analyzing donor data such as giving history, engagement patterns, and wealth screening results. Depending on the organization’s unique goals, a rating system (e.g., 1, 2, 3) could be implemented to prioritize prospects based on engagement levels and potential impact. Researchers consider previous engagement types, including individuals who:
Have expressed interest in forming a one-on-one relationship with a fundraiser
Have compelling reasons to give
Have engaged with the organization previously
Demonstrate the capacity to contribute
In addition to an assessment of internal data, researchers use tools like DonorSearch to record key indicators such as net worth, philanthropic history, and stock holdings. The data analytics team analyzes donor trends and applies predictive modeling to identify high-potential prospects. These individuals are then grouped together to receive a customized email journey that encourages further self-qualification responses.
2. Configure a Custom Email Journey to Promote Self-Qualification
A series of emails act as the second step of the Faster Funnel Process. These emails feature content tailored to the prospect’s interests in the organization. For instance, a healthcare organization might include updates on research, clinical trials, and philanthropic impact. Organizations can track recipients’ engagement with the emails. Prospects who interact with this content demonstrate alignment with the organization’s mission, and the team adds them to the pool for gift officers to contact.
The fundraising and communication teams then craft emails to feel personal and engaging, using formats such as impact stories, organizational updates, videos, or plain-text messages that resemble direct emails from leadership. Throughout the journey, various formats are tested to identify the most effective content for engaging prospects. Prospects can self-qualify by requesting contact with a major gift officer (MGO) or by making an initial gift substantial enough to warrant a “thank you” call. The gift threshold should be defined during the planning process in collaboration with the prospect research team.
Steps to Create a Custom Email Journey:
Content Creation: Develop engaging content that resonates with prospects, such as articles, videos, or personalized messages from leadership.
Personalization: Use dynamic content personalization to tailor emails, referencing prior giving history, funding opportunities, or relevant impact highlights.
Call to Action (CTA): Include clear CTAs to encourage prospects to self-qualify, such as forms to request contact, email reply options, or “contact me” buttons.
Email Deployment and Recipient Analysis: Send emails using a marketing platform and track metrics like click-through rates, content engagement, and email replies. Performance should be tracked and monitored within one week of deployment to capture immediate engagement.
3. Follow Up and ANALYZE THE Data
Once a prospect self-qualifies, the prospect researcher receives an alert via the email campaign manager or an automated notification from the self-qualification form. They should then record this as an action item or alert on the donor’s profile within the donor database (e.g. Raiser’s Edge or Salesforce) to ensure timely follow-up from the MGO. Ideally, this follow-up should occur within 48 hours.
We recommend entering data from the email journey and follow-up interactions into your donor database. Keeping the database accurate and current is essential for effective follow-up and ensuring that future campaign improvements are based on reliable information.
4. LeveragE AI for Enhanced Efficiency in Major Gifts Fundraising
Organizations with access to AI tools can significantly enhance the Faster Funnel Process by streamlining fundraising efforts. Predictive AI affinity models identify prospects most likely to respond to outreach. Generative AI tools, such as ChatGPT and Copilot, and custom GPTs, create personalized content that aligns with each prospect’s unique interests. By incorporating AI, organizations can ensure meaningful interactions and increase the likelihood of prospects to self-qualify.
AI-driven email marketing platforms like Salesforce Marketing Cloud, HubSpot, and Mailchimp offer features such as email personalization, subject line optimization, and content recommendations based on past behaviors. These tools help tailor messages to prospects’ interests, improving engagement and maximizing campaign success.
Revolutionize Your Prospect Qualification Process for Major Gift Fundraising
The Faster Funnel Process can transform your organization’s major gifts pipeline. Consider the below key action steps from the process:
Automate the initial qualification phase to enable your team to focus on high-potential leads, saving time and increasing efficiency.
Build stronger relationships through personalized email journeys centered on your mission.
Enhance the process with AI to identify prospects most likely to be responsive, generate personalized content, and optimize engagement.
Review data to adjust campaigns based on prospect behavior.
CCS utilizes AI and machine learning to generate predictive scores specific to a prospect’s affinity and capacity to give to an organization, uncovering not just who can give, but who is most likely to give. When combined with the Faster Funnel Process, your organization can automate the qualification process while targeting high-potential prospects, improve donor engagement, and optimize resource allocation.
Unlock the Power of Planned Giving! Learn how to strengthen donor relationships, boost immediate & future cash flow, and establish a foundation for sustainability through this informative video.
The philanthropic landscape is ripe with opportunity for cultural membership programs. Use the guiding questions below to bolster your organization’s development strategy.
The California wildfires of January 2025 have left a trail of destruction, displacing thousands across Southern California and impacting many communities, including Altadena and Pacific Palisades. Residents, organizations, and businesses across Los Angeles are suffering immensely, and the threat of wildfire continues amid historically dry and windy conditions. This California wildfires crisis response guide provides some tried-and-true methods to support your organization.
The California wildfires disaster hits close to home for the Southern California team at CCS. Many of our colleagues evacuated their homes this week, and our clients are trying to assess the extent of their losses. We, collectively, are mourning for our friends, neighbors, and our city. Amid this unfolding tragedy, the outpouring of support across all of Los Angeles and the surrounding communities has been a testament to the beauty and generosity of this community.
What we know in these times of crisis is that there is an immediate response, followed by years of recovery. At this time, organizations across Los Angeles are responding to the immediate needs of the community and those directly affected by the wildfires. Faith-based organizations are gathering donations to support their members and recover losses, regional animal shelters are taking in a record number of displaced animals, and community foundations are stepping up to provide direct relief and assist donors in directing their philanthropy towards greatest impact.
We also know that during this critical time, over a third of private giving is done in less than four weeks following a sudden disaster like the LA wildfires. Two-thirds of that giving takes place within two months. By five or six months, disaster-related giving all but stops. Regardless of your nonprofit’s mission, every organization in the region can focus their efforts on a few simple but impactful steps during this immediate response phase.
Featured Nonprofits Responding to the California Wildfires Crisis:
American Red Cross: The American Red Cross offers shelter, emergency supplies, and emotional support to individuals and families displaced by wildfires.
LA Fire Department Foundation: The LA Fire Department Foundation enhances wildfire response by funding specialized equipment, training, and resources for firefighters.
World Central Kitchen: World Central Kitchen delivers hot meals and food supplies to first responders and communities impacted by wildfires.
Prioritize Your People as Part of Your Nonprofit’s Crisis Response
Ensure the safety and well-being of your staff, volunteers, and the communities you serve. Recognize that addressing immediate needs is paramount. This involves providing essential services such as food, shelter, and medical care to those affected by the wildfires. Organizations have stepped up to provide these immediate needs. If your organization’s mission does not directly align with the immediate crisis response needs, there will be a prolonged need for volunteer support and resources as a group or on an individual basis.
Stay Mission-Driven
Align your organization’s California wildfires crisis response with its core mission. For instance, if your organization focuses on housing, you might explore ways to provide temporary shelters and long-term housing solutions for displaced families. This alignment strengthens your organization’s purpose and builds trust with both existing and new donors. If your organization is not directly connected to immediate response needs but still wants to contribute, consider adopting a long-term, holistic approach to your mission within the context of community development. Think about how to address issues like racial equity, mental health, and broader community support, which are already key concerns.
Focus Solicitations on Disaster-Relevant Appeals
Organizations, particularly those with a local focus in the LA region, may find it beneficial to hold off on broad fundraising appeals unrelated to the wildfire response, especially if a large section of their donor base is directly affected. Instead, work with your team to develop specific campaigns that address the immediate needs caused by the wildfires and clarify how contributions will help. Discuss with your team an appropriate timeframe to resume broader solicitations, likely after 6 months, while remaining flexible as the crisis and subsequent recovery evolve in the coming weeks.
Organizations that are LA-based but have a national or global audience may find it advisable to continue solicitations, especially for select donors who are not directly impacted by the LA fires. In this case, it is crucial to ensure that messaging remains considerate of the current circumstances. For all organizations, it’s essential to focus on initiatives that align with donors’ current motivations and interests.
Stay in Touch with Your Donors & Track New Donor Information During the California Wildfires
Enhance your communication efforts during the response phase by providing frequent updates on the evolving situation and your organization’s actions. Use multiple channels—social media, emails, and press releases—to keep your supporters informed and engaged. Take a page from the COVID-19 pandemic playbook with this guide on how to maintain donor engagement during a crisis.
In addition to enhancing your communication strategy as part of your California wildfires crisis response, organizations should prioritize maintaining accurate and regularly updated donor data. This is especially important as new donors contribute to your efforts. Paying close attention to the motivations and interests of these donors is crucial, as understanding these details will play a key role in retaining their support in the future.
A time will come when recovery efforts take the place of immediate response. The need for support across our communities will remain for the foreseeable future, particularly as affected communities look to rebuild. This does not mean that you cannot be working on a strategy for recovery now: How will the recovery effort fit into your fundraising priorities? How will your organization’s mission fit into the recovery effort? This crisis is dynamic and unfolding in real time—so while some planning is needed, remain flexible and focus on the connection with and cultivation of your close donors and friends.
In this time of uncertainty, the nonprofit sector is paramount in our community, and must press on. We owe it to our missions and to the network of services that make up a rich landscape of nonprofits in Greater Los Angeles and the surrounding communities. This is a city of immense generosity and willingness to lend a hand. It is in these times of crisis that we must show up, show the heart of our missions, our people, and who we really are.
With the COVID-19 crisis impacting the philanthropic landscape, nonprofit organizations across all sizes and sectors share the same question: how do we engage our donors, and what sort of outreach is appreciated and appropriate?
It’s important to remember that campaign success is not only about funds raised, but also about the ongoing accomplishments that keep a development team feeling positive about the direction forward.
What strategies will drive fundraising success in 2025?
Discover the latest trends shaping the future of nonprofit fundraising through this on-demand video: 2025 Philanthropy Pulse Webinar: Data-Driven Insights Shaping the Future of Giving. We preview key findings from the 4th edition of our annual CCS Philanthropy Pulse Report, featuring insights from hundreds of surveyed nonprofit organizations around the globe. Together with nonprofit professionals, we explore critical topics, including:
Fundraising strategies and expectations for 2025
Sector-specific trends impacting philanthropy
The evolving role of technology & services in fundraising success
The Philanthropy Pulse Report is more than just data—it’s a roadmap for success. This video brings these insights to life, offering you actionable takeaways that can be immediately implemented to inform your 2025 planning.
The 2025 CCS Philanthropy Pulse Survey was conducted from October 22 through November 27, 2024.
How many organizations participated in the 2025 CCS Pulse Survey?
Nearly 650 organizations from 34 countries and across 46 US states participated in the 2025 CCS Philanthropy Pulse Survey.
How have respondent demographics evolved over the years?
The 2025 CCS Philanthropy Pulse report reflects a truly global perspective, with 165 organizations outside the US contributing insights. For the first time, this expanded participation highlights global differences in the challenges, trends, and opportunities shaping philanthropy.
While donor acquisition and retention remained key challenges for nonprofits in 2024, cited by 47% and 23% of organizations respectively, both have seen significant year-over-year improvement. Donor retention, in particular, has improved by an impressive 24% over the past two years, likely attributed to the rise in generative AI technology that allows organizations to more easily personalize and customize targeted communications.
How have donor engagement strategies across generations shifted?
Organizations are increasingly turning to digital strategies for donor engagement. Key tactics include sharing cause-based, impact-driven narratives and using personalized, targeted outreach to connect with younger audiences. By aligning messaging with different generations’ values and preferences, nonprofits can foster deeper engagement and build lasting support.
Direct mail has declined in popularity, with only 19% of responding organizations reporting leveraging this in fundraising practices. While targeted digital communications continue to lead the way in donor engagement in 2024, live events and in-person gatherings experienced a resurgence, overtaking virtual events in popularity.
AI & Digital Strategies
What are the biggest challenges nonprofits face with their donor data?
More than half (54%) of organizations reported that inaccurate or incomplete data are key challenges to leveraging donor data. Similarly, 55% of organizations struggle to determine which analyses to conduct or face challenges due to insufficient training in data analysis.
How are organizations leveraging AI and digital strategies in fundraising?
While 47% of survey respondents have not yet responded to AI, two-thirds (61%) of organizations report their fundraising staff has at least some knowledge of AI technologies. Among nonprofits using AI, personalized donor engagement is the top benefit, with 31% improving communication and campaign targeting. While fewer have adopted automation (9%) or predictive analytics (9%), AI’s potential to enhance efficiency and engagement continues to grow.
What is the intersection of AI and DEI in fundraising?
AI and DEI intersect in fundraising by enabling more inclusive donor engagement through personalized communication, data-driven audience insights, and equitable outreach strategies. AI can help nonprofits identify and engage diverse donor communities, reduce bias in fundraising efforts, and tailor messaging to different cultural and demographic groups. However, ethical considerations are crucial, as AI models can reflect existing biases in data. Nonprofits must ensure transparency, oversight, and intentionality in AI use to advance DEI goals while avoiding unintentional disparities in donor targeting and engagement. Learn more by checking out our AI in Fundraising paper.
Planned Giving & Donor Advised Funds (DAFs)
How can nonprofits more effectively engage with DAF donors and sponsoring organizations?
Part of the appeal of DAFs is their anonymity. However, nonprofits can still research DAF sponsors to understand donor alignment and giving priorities. Also, don’t be afraid to ask directly. Most DAF donors do not mind the question, and even if they don’t give through a DAF, they will appreciate learning about their opportunities. Nonprofits that receive a high number of DAFs also typically have detailed webpages promoting and encouraging DAFs, information on how they work, and embedded tools to make giving through their sponsoring organization easy.
Reach out to your local Community Foundation and keep them posted on your programs and initiatives. They may be able to connect you to new donors as well as provide technical support and expertise to more complicated non-cash gifts.
Cash is defined as cash, check, or wire transfer from a bank account. Non-cash are defined as gifts of stocks/bonds, real estate, etc. but also includes, Foundations, DAFs, Retirement Assets, etc.
What strategies are most effective for educating donors about planned giving?
Marketing plays a crucial role in ensuring that the message of a planned giving program reaches potential donors, raising awareness about the organization’s legacy initiatives and the impact of major and planned gifts. Through targeted marketing efforts, organizations can effectively communicate the:
Immediate impact (major gift of assets)
Future impact (deferred gifts)
Benefits to and stories from legacy donors
Potential tax savings
Trust and engagement fostered among supporters
Opportunity to promote the program’s mission
Consistently and gradually communicate to potential donors over time. Draw awareness through various channels, gently introducing the concept of legacy giving. As the message is repeated and reinforced, individuals begin to recognize the value of leaving a legacy. Create an increased inclination to come forward when they feel ready to make their own contribution. This steady and persistent approach ensures that the idea of legacy giving and major gifts of assets gradually sinks in, leading to increased engagement and support from donors when the time is right for them.
Train your gift officers to talk about deferred gifts or blended gifts (current gift / multi-year pledge and deferred gift), and incorporate these non-cash gift alternatives into their discussion with donors. Even if they are not planned giving experts, it’s a great way to initiate the conversation, engage donors in thinking about legacy gifts in addition to their current / major gifts.
Create planned giving brochures and update your website to include gifts of non-cash assets. Host webinars and presentations to educate your donors about planned gifts. Consider partnering with other organizations to host planned giving seminars. Leverage experts in your community to present and provide additional information.
Here’s a few talking points to open the door for a planned gift conversation with a potential donor:
What motivated your first gift? What inspires you to keep giving?
What brings you the most joy in terms of your philanthropy?
Would you be interested in learning how designating our organization as a beneficiary of your retirement plan could help provide your heirs more financial freedom?
Who should be a part of future conversations? (Family? Attorney? Financial Advisor?)
What issues do you consider when making decisions about your estate plans and philanthropic contributions?
What do you hope to accomplish with your philanthropy? What type of impact would you like to see?
For folks who want to dive deeper into planned gift donor conversations, the National Association of Charitable Gift Planners offers an extensive training on Conversational Gift Planning.
Hiring & Workforce Trends
What are the primary drivers of high turnover in the nonprofit sector?
Based on the survey results, high turnover in the nonprofit sector is driven by several factors, including limited opportunities for career growth and advancement, burnout from high workloads, and compensation that may not always be competitive with other sectors. Additionally, shifting donor priorities and funding uncertainties can create job instability, while evolving workplace expectations—such as remote flexibility and work-life balance—also influence retention. Organizations that invest in professional development, create clear career pathways, balance their staff ratios, and have a strong workplace culture tend to see stronger staff retention.
What trends are emerging in the hiring market for fundraisers?
Fewer organizations (23%) increased their staffing in 2024 compared to 2023 (33%), with most organizations responding that fundraising staffing levels remained the same (59%). About one-fifth had fewer staff compared with the prior year. The rationale stems from limited salary budgets and difficulties in finding qualified candidates. This is further compounded by nearly one-third (28%) of organizations citing a lack of internal growth opportunities and high turnover rates, which have intensified hiring challenges.
Policy Considerations
With reductions in government funding, how can nonprofits adapt to fill the funding gap?
Federal executive orders and policy shifts are already impacting many nonprofit organizations. While some sectors are waiting to see how these changes unfold, others are actively adapting their strategies.
Change is a constant in our field, and while we may not have every answer yet, experience has shown that thoughtful strategy leads to long-term success. From our work with organizations across all sectors, we’ve reinforced a few key principles to navigate moments of uncertainty:
Prioritize stability. As Dennis Serrette from the National Urban League shared, many organizations are leveraging a stability strategy—focusing on sustaining their base so they can course-correct if federal funds shift elsewhere. A measured approach ensures adaptability.
Remain active and donor-focused. Kelli-Ann Nakayama from the Japanese American National Museum emphasized that nonprofits should not put things on pause during moments of disruption. Donors are resilient, and organizations that stay committed to their mission and continue engaging donors will retain their support.
Keep making your case. As Eileen Heisman from the National Philanthropic Trust noted, when uncertainty causes hesitation, nonprofits must double down on donor cultivation. Continue sharing your impact, engaging supporters, and reinforcing why your work matters—so when the landscape shifts, you remain front and center.
Assess and adapt. Carefully evaluate your funding landscape, lean into diverse fundraising strategies, and personalize donor outreach to meet supporters where they are.
Ultimately, the most successful organizations will be those that stay proactive, communicate effectively, and remain mission-driven—even in times of uncertainty.
How should leadership and board members APPROACH DEI in fundraising?
Take a donor-centric approach, respect and foster cultural competency amongst your team, draw upon shared values, and don’t be afraid to share your personal connection to the mission (even if your lived experiences and backgrounds are different) when inviting prospective donors to join you in support of your organization. Engage the advice and support of your colleagues in navigating through social norms and customs of other cultural groups. For insights on engaging donors of color and adapting strategies for a more inclusive approach, explore our Everyday Donors of Color: Giving Trends on-demand video.
What are the best resources for staying informed on regulatory developments and policy updates?
This Arts and Culture Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 104 survey respondents from that sector.
This Faith Sector Spotlight is adapted from CCS’s 2025 Philanthropy Pulse report to provide an in-depth look at the data provided by 38 survey respondents from that sector.
