Your 2025 Fundraising Focus: What to Do (and Ditch) This Year

If 2020 and 2024 taught us anything, it’s this: fundraising isn’t for the faint of heart. It’s for the persistent. The creative. The ones who aren’t afraid to pivot (is there a better word to use nowadays?), ask boldly, and keep showing up even when the path forward is foggy. Now that we’re here in 2025— freshly in Q2 with new opportunities, and yes, some very real challenges—it’s time to take a breath and refocus on what truly works in this ever-evolving landscape.

At The Philanthropy Place, we’re in the trenches with fundraisers every day—from scrappy teams trying to grow their first donor base to seasoned leaders navigating multi-million-dollar campaigns. What we’ve seen is this: you don’t need to chase every trend. You need to anchor in what matters, build strong foundations, and take consistent, intentional action.

So here’s our shortlist of the best things you can do in 2025 to fundraise smarter—not harder.

Focus on Depth, Not Just Dollars

We all want to raise more money. But chasing big numbers without building real relationships? That’s a recipe for burnout and donor churn. In 2025, the most impactful fundraising isn’t transactional—it’s transformational. It's rooted in trust, consistency, and genuine, authentic connection.

This might look like taking a moment to call a donor after reading their comment on your latest social media post. Or remembering their dog’s name in your next stewardship touchpoint. Or skipping the templated holiday card in favor of a voice note that simply says, “Hey, I thought of you when I saw this story from our team today.” These are the small gestures that build lifetime donors—and they’re worth their weight in gold.

Invest in Infrastructure (Boring, But Necessary)

Let’s talk about the unglamorous side of fundraising: systems. We get it—no one wakes up excited to clean their CRM or review their donor acknowledgement process. But here’s the thing: strong infrastructure is what frees fundraisers up to be creative, proactive, and present with their donors.

If your data lives across Post-it notes, email threads, and three different Google Sheets, it’s time to pause and invest in better systems. In 2025, that might mean finally setting up donor workflows, upgrading your CRM, or simply getting clear on how you track asks, pledges, and follow-ups. Your future self will thank you. Bonus: a system that works means less scrambling and more breathing room to do what you do best—build relationships and raise money.

Get Clear on Your Case for Support

You know your mission. You live it every day. But when was the last time you tried explaining it to someone who has zero context? In this attention-scarce world, clarity is truly a superpower. Your case for support isn’t just a document—it’s your north star, your pitch deck, your rally cry.

In 2025, one of the smartest moves you can make is to revisit your messaging with fresh eyes. Cut the fundraising jargon. Lead with heart. Talk about why your mission matters today—not just what you’ve done in the past couple of months or years. And for the love of all things philanthropy, include a clear, compelling reason to give. A powerful case doesn’t just inspire donors—it energizes your team, your board, and your volunteers.

Diversify Your Revenue—Strategically

We love attending a good gala or breakfast, but putting all your fundraising eggs in one sparkly basket? Risky. Same goes for grants, golf tournaments, or year-end appeals. In 2025, sustainability is the name of the game—and that means diversifying your revenue streams with intention.

Start small. Maybe this is the year you launch your first monthly giving program (even if it’s just a handful of loyal supporters). Maybe you dust off that corporate sponsorship deck and finally pitch the company that’s been liking all of your LinkedIn posts. Maybe you carve out time to build a major gift pipeline that doesn’t hinge on one board member’s rolodex.

And here’s a powerful strategy that’s gaining traction in all the right ways: donor affinity groups. These small, values-driven communities give donors a sense of identity and purpose within your organization. Think giving circles, program-based donor cohorts, or legacy groups built around shared experiences or passions. Affinity groups create space for deeper connection, shared storytelling, and peer-to-peer inspiration—which naturally leads to greater giving and engagement. It’s not just about writing checks—it’s about belonging.

The point isn’t to do everything—it’s to do what makes sense for your team, your mission, and your momentum. Diversification isn’t about complexity—it’s about security, sustainability, and building a fundraising program that can better weather uncertainty.

Lean Into Fractional Fundraising

You didn’t think we’d skip this one, did you? We know we’re biased—but hear us out: fractional fundraising isn’t just a trend. It’s a lifeline for nonprofits that need experienced development support without the budget or bandwidth for a full-time hire.

Whether you’re between staff, building something new, or ready to grow but not sure how, a fractional fundraiser (like us) can jump in, get you organized, and help you hit your goals—all while keeping your team focused on what they do best. It’s like having a major gift officer in your back pocket, without the overhead. At The Philanthropy Place, we’ve seen this model work wonders for organizations of all sizes, especially those navigating a growth period or transition. Think of it as fundraising with training wheels—until you’re ready to ride solo or find a full-time employee.

Tell Better Stories, Then Repurpose Them Like a Professional

Your organization is already full of incredible stories. So what is the problem? You’re probably not sharing them enough—or you’re waiting for a gala, an annual report, or a perfectly staged photo shoot. Stop waiting. Start telling.

Ask your staff: “What’s one moment this month that reminded you why we do this work?” That’s your next mission moment for a social media post. Or impact email. Or donor update. Repurpose that same story across all platforms. Turn it into a testimonial. Use it to start your next board or staff meeting. Fundraising in 2025 isn’t about reinventing the wheel—it’s about using what you already have and making it shine.

Center Equity in Your Fundraising Practices

Let’s be honest: the old playbook of fundraising wasn’t built with equity in mind. But the good news? We have the power—and responsibility—to do things differently.

Centering equity means interrogating your practices. Who gets to tell the story? Who’s in the room when fundraising decisions are made? Are you building trust with communities you serve—or extracting stories without consent? Are your giving levels accessible? Are your events inclusive?

This work isn’t a checkbox—it’s a commitment. But here’s the magic: when you lead with transparency, humility, and respect, donors notice. Trust deepens. And fundraising becomes not just a revenue strategy, but a reflection of your core values.

Bonus: Make a Plan.

We love a visionary brainstorm session. But without an actionable and implementable plan, those great ideas stay on sticky notes and buried in word documents. Your fundraising plan doesn’t need to be 30 pages long—but it does need to exist and be actionable. In 2025, build a roadmap that gives your team clarity, your board confidence, and your fundraising a real chance to soar.

Outline your fundraising asks and revenue streams. Map out donor stewardship month to month. Set goals that stretch just enough. Add quarterly, monthly, or weekly check-ins to keep things on track. And don’t be afraid to adapt as you go—plans are tools, not set in stone. (And yes, we love to develop Fundraising Plans if you need support.)

Closing Thoughts

You don’t need to do more this year. You need to do what matters. And you don’t have to do it alone—we’re here, in the trenches with you, building plans, telling stories, refining systems, and cheering you on every step of the way.

Let 2025 be the year your fundraising feels focused, joyful, and full of purpose.

Big vision. Bold action. Let’s step into what’s next—together.