Fundraising is a lot like fitness. If you only check your progress at the end, you’ll miss the warning signs that show up months earlier.

The latest data from the Fundraising Effectiveness Project is in and the nonprofit sector’s vital signs are mixed. Total dollars are up, but donor participation is down. Retention rates have slipped. And small-dollar giving continued it’s downward trend.

The good news? There’s still time to adjust your routine. Mid-year is your strategic “weigh-in,” a chance to course-correct before it’s too late. Below are four insights to guide your fundraising strategy through the rest of 2025.

#1 Dollars Are Up, But Donors Are Down

In 2024, nonprofit revenue increased by 3.5%. But the number of people giving dropped 4.5% with the steepest decline among smaller donors.

It’s like celebrating weight loss without asking whether it’s muscle or water weight. The top-line number looks good, but the deeper metrics tell a more complicated story.

When participation falls, your longterm strength is at risk. A fundraising plan that focuses only on the dollars may overlook the very relationships that keep your mission healthy.

#2 Small-Dollar Donors Are Slipping Away

Gifts under $100 declined by almost 9%. These aren’t just casual supporters. They’re your core community—the ones who show up consistently. They sustain your mission through uneven times and show up later as your biggest champions.

Think of them like your daily steps. Missing one walk is easy, but skip too many and you lose momentum. These donors bring energy, advocacy, and longevity. Keep them moving with you. Doing so will transform grassroots gifts into a groundswell.

• To rebuild your small-donor base:
• Make giving easy and rewarding
• Personalize the message
• Reward the behavior, not just gifts
• Integrate monthly giving programs
• And tie them to meaningful stewardship efforts

#3 Retention Is Your Real Return on Investment

Donor retention fell by 2.6% in 2024. First-time and smaller donors were the hardest to keep.

This isn’t about flashy moves—it’s about follow-through. Like fitness, success comes from routine, not random bursts of activity. Thanking someone once isn’t enough. You need consistency, personalization, and timely encouragement.

Think of retention as your fundraising metabolism. The more you nurture it, the more efficient your system becomes. Mid-year is a great time to review your stewardship plan. Ask yourself: Are we maintaining meaningful relationships or just chasing the next gift?

#4 Major Donors Are Lifting More Weight

Many organizations stayed afloat in 2024 because of increased generosity from major donors. That’s something to celebrate but also reveals a training opportunity.

Big gifts carry big expectations. Donors want to feel included, not just acknowledged. They want to be part of your impact, not just fund it. Strong relationships, like strong muscles, need to be used to stay healthy. This year, go beyond “thank you.”

• Share results early and often
• Ask for input, not just investment
• Invite them to help shape what’s next

But most important… trash the attitude of “donors like you” helped us.

Directly and individually credit donor for their impact.

YOU DID THIS!!!

Here’s the Bottom Line

Fundraising works best when it’s aligned, intentional, and paced for the long haul.

If your 2025 strategy feels more like sprinting on a treadmill, all effort but no direction, then it’s time to step back and refocus.

Move beyond national trends and understand your local donor behavior, seasonal rhythms, and strategic opportunities. At GivingThree, we help you take a closer look at your own fundraising health. And we walk with you to build and execute a plan so you can go the distance.