BetterWorlds 2025 roundup and forecast for the new year

Welcome to BetterWorld’s yearly roundup and forecast! We will revisit this year’s findings and look forward to what’s in store for 2026. In a year marked by both generosity and growing uncertainty, the nonprofit sector proved once again that adaptability is its greatest strength.

Donors gave differently in 2025, and as we step into 2026, the question for every nonprofit is no longer “How do we raise more?” but “How do we build lasting relationships in a rapidly changing world?”

Let’s dive into the data and trends to understand what this means for your nonprofit.

Key takeaways from 2025

Monthly giving is up!

Monthly giving is this year’s MVP. In one major benchmark study, monthly gifts now account for approximately 31% of online revenue for nonprofits, and this portion is growing steadily.

Meanwhile, according to Business Initiative, one-time giving remains relatively flat in some cases.

The implication is that fundraisers should prioritize building a recurring donor base (more stable revenue) rather than chasing large one-time gifts.

If you are not using a modern donation form that supports recurring giving, you may be missing out on a growing revenue stream.

User experiences affect completion rates

Another area of growth for nonprofits has been in digital optimization. From custom digital donation forms to automated recurring-giving prompts, simplifying and streamlining the donor experience has proven to boost conversion rates and overall revenue.

Completion rates on donation pages are low (~12% in one study) for online giving, due to a slow, clunky user experience. Meaning 88% of visitors to a donation page leave without giving.

This is a good time to audit your digital assets and identify any issues in your donors’ experience. Update your donation form with a streamlined checkout process, suggested donation amounts, and the option for recurring donations.

Digital donor experience is not optional

Your nonprofit may have gotten by in the past with a mostly offline or in-person presence, but as the next generation of donors comes of age, you may have to rethink your strategy. People today look to an organization's online presence for credibility and additional information. If your digital assets do not accurately reflect your nonprofit, you could be turning away donors. Create an online presence that is cohesive with your brand and messaging.

Social media platforms are now integral to fundraising, with new tools emerging regularly, including Instagram’s donation stickers, YouTube’s fundraising buttons, and TikTok’s giving campaigns. Not only are these platforms making it easy to raise money, but influencers on them are also helping nonprofits reach a larger audience.

The “digital donor experience” is no longer optional — nonprofits must invest in making it smooth, personalized, and integrated across channels.

Donors want a more profound connection

Donor expectations are shifting. The big “ask” is a dinosaur. Donors, especially younger generations, want to see a clear impact, aligned values, and a sense of belonging within a community rather than just being “asked for money.” This means finding ways to make your donors feel a part of your mission.

Nonprofits are being asked to adopt more collaborative, community-centred approaches rather than purely transaction-based donor relationships. Fundraising strategies must shift from an “ask once” strategy to an “engage deeply, build a relationship, show impact over time” one.

What’s next in 2026

So now let’s look ahead to predictions for the year ahead, including potential economic challenges, ways to diversify revenue streams, and the role AI will play in fundraising.

Become shock-proof to economic uncertainty

Economic uncertainty remains a defining backdrop for the nonprofit sector—but the good news is that analysts predict the giving slowdown will be small and short-lived.

Still, the past few years have underscored how vulnerable many organizations are to fluctuations in donor behavior, grant cycles, or government funding. Firms like BDO are urging nonprofits to diversify their revenue streams by blending traditional fundraising with partnerships, earned-income ventures, foundation support, and even mission-aligned business models. Building reserves, investing in data-driven forecasting, and treating financial resilience as part of strategic planning are no longer optional.

The challenge ahead is clear: to design “shock-proof” funding models that can weather volatility while sustaining mission impact.

Strategic corporate partnerships are on the rise

Corporate philanthropy is shifting from transactional sponsorships to deeper, more strategic collaborations. According to insights from the American Nonprofit Academy, corporate partners increasingly demand clear strategy, accountability, creativity, and measurable outcomes when investing in social impact.

Gone are the days of offering “your logo on our event banner” as the core value proposition. Instead, nonprofits must articulate the business case for partnership: data-backed impact, audience reach, potential for employee engagement, community relevance, and authentic storytelling that connects the mission to brand values.

As corporate sponsors adopt a more ROI-driven mindset, nonprofits that can demonstrate mutual value and measurable results will stand out—turning one-off sponsorships into long-term, mission-aligned alliances.

The promise and pitfalls of AI in fundraising

Artificial intelligence is rapidly transforming fundraising, with tools that predict donor behavior, automate outreach, and personalize communications—a trend highlighted by the Association of Fundraising Professionals. These innovations can help nonprofits sharpen their strategy and deepen donor relationships, but they also come with real risks. As AI becomes more prevalent, concerns around privacy, data security, and algorithmic bias are growing. Donors want transparency about how their data is used, and nonprofits will need clear policies to maintain trust.

The promise of AI is significant, but so are the pitfalls—making responsible, ethical adoption essential for the years ahead.

Questions to ask before the end of the year

1. How prepared is your nonprofit to convert more donors into monthly givers?
2. What steps are you taking to make the digital donation journey frictionless?
3. How diversified is your revenue mix? If a major donor shifts or an economic downturn occurs, do you have a buffer or an alternative strategy?
4. Are your corporate/partnership strategies still “logo plus check,” or are they shifting toward strategic, value-based alliances that deliver mutual benefit and measurable outcomes?
5. As younger donors become more prominent, are you adapting your messaging, channels, and engagement models to their behaviours and expectations?
6. What ethical risks/considerations come with adopting AI, big data, influencer campaigns, and how are you managing these?

2026 is the year to evolve

As nonprofits look toward 2026, one thing is clear: the organizations that thrive will be those willing to evolve. The sector’s next chapter will belong to nonprofits that pair mission with modernization, and heart with data. If 2025 taught us anything, it’s that resilience is no longer just a virtue—it’s a strategy.

For help navigating the year ahead, check out BetterWorld’s suite of free, modern, intuitive tools with support from real team members ready to help you reach your fundraising goals.