For nonprofits today, fundraising can feel like an uphill battle. Between rising postal costs, donor fatigue, and an increasingly crowded digital landscape—it’s harder than ever to break through the noise and connect with donors. Without a strategic, data-driven approach, nonprofits risk missing key opportunities to engage donors. 

The good news? Data and technology are transforming nonprofit fundraising. In NonProfit PRO’s “40 Nonprofit Trends for 2025” resource, our experts shared key insights on how nonprofits can thrive in 2025 and beyond. 

Fundraising Trends for the Nonprofit Sector

For nonprofit organizations, finding ways to engage in current fundraising trends can help improve donor communications. Here are some trends that our data experts are paying attention to this year:

A Return to Physical Mail

“What’s old is new again. Direct mail will be an extremely powerful fundraising method in 2025,” said Matt Austin, Deep Sync’s Sr. Senior Director of Sales. 

“Despite challenges like rising postal costs, 81% of brands expect to increase their direct mail budgets in 2025. Fundraisers should do the same. Done right, direct mail can cut through the digital clutter, deepen relationships with supporters, and achieve better ROI on your campaigns.” 

“Mail volume has decreased in recent years, so fundraising appeals now face less competition in donors’ mailboxes. This gives nonprofits an opportunity to stand out by delivering personalized, tangible messages that resonate with donors.”

“That doesn’t mean that fundraisers should abandon digital channels. Instead, direct mail should complement digital campaigns as part of an omnichannel strategy. Integrating direct mail with digital channels helps to reach supporters across multiple touch points, boosting engagement and donations.” —  Matt Austin, Senior Director of Sales, Deep Sync

Increase Touch Points with Multichannel Communications

“Increasing the number of touch points with multichannel communications will be an effective strategy for 2025. It’s no longer enough to rely on just one method; create touchpoints with donors across email, direct mail, text, digital ads, and more. By meeting them where they are, you create a cohesive experience that keeps your mission top of mind,” said Jennifer Cole, AlumniFinder’s Director of Sales

“Another great fundraising tactic is to overlay your top revenue-producing direct mail appeal(s) with a digital component. For example, consider sending personalized digital targeted ads to the households that will receive the direct mail appeal two weeks prior to the mail drop. The digital ads will begin warming up the recipients about all the great things your nonprofit is doing, or looking to do, with their help.”

“This can help build brand awareness and momentum that can help sway the recipient to take action. Increasing the number of touchpoints makes supporters more likely to respond. A multichannel strategy builds brand awareness and creates momentum that can lead to greater impact.” —  Jennifer Cole, Director of Sales, AlumniFinder (a Deep Sync brand)

Use Technology and Data Analytics to Drive Charitable Giving

The key to nonprofits’ success in 2025 will be in their use of data and new technology. Here are some suggestions from our team:

Use Online Prospect Research Tools

“In 2025, one of the most valuable technologies nonprofits should embrace is online prospect research tools. Maintaining clean, up-to-date donor data is crucial for building effective campaigns. Online prospect research tools allow nonprofits to deepen their understanding of supporters by providing access to detailed demographic, wealth, and behavioral insights. This information helps organizations segment their audiences, personalize outreach, and prioritize efforts where they’ll have the greatest impact,” said Jon McMahan, AlumniFinder’s Senior Account Director.

“With online prospect research tools, nonprofits can identify potential donors, better understand existing supporters, and ensure their data stays accurate over time. It’s about creating a stronger foundation for all your engagement efforts, whether through direct mail, digital campaigns, or events.”

“As we look ahead, technology like this will continue to reshape the way nonprofits connect with their supporters. Embracing these tools can help you stay ahead of the curve and make smarter, more informed decisions for your organization.” —  Jon McMahan, Senior Account Director, AlumniFinder (a Deep Sync brand)

Leverage Predictive Analytics for Personalized Appeals

“The ability to predict and respond to donor behaviors is key to building lasting relationships and converting one-time donors to recurring supporters. Predictive analytics can help nonprofits have more effective donor outreach by reaching donors with the propensity to give and an affinity for their cause,” said Matt Austin, Deep Sync’s Sr. Senior Director of Sales.

“By leveraging predictive analytics, nonprofits can optimize donor outreach, allocate resources effectively, and ensure every interaction strengthens donor loyalty and maximizes support for their mission. Analyzing past behavior can also help nonprofits tailor communications to align with individual donor preferences and forecast future donations.”

“As donors continue to expect meaningful connections and proof that their contributions make a tangible impact, nonprofits that can deliver these personalized appeals will be more successful.” —  Matt Austin, Senior Director of Sales, Deep Sync

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Donor Behavior in 2025: Our Best Advice

As you continue to try to hit your fundraising goals this year, here are our three best recommendations:

• Share a consistent message across multiple channels, including direct mail.
• Use online prospect research tools, like AlumniFinder Online, to improve your outreach.
• Leverage predictive analytics to optimize your campaigns.

For the full list of 2025 Data and Fundraising Trends for Nonprofits, download NonProfit PRO’s resource.