Social Impact InsightsOur blog provides insights for social impact professionals in business and nonprofits. We offer advice on making the greatest impact in your organization by giving clear real-world advice on important topics of today.
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 What Nonprofit Leaders Need to Know and Do Differently The pandemic permanently changed how people give. While charitable generosity remains strong overall, donor behavior has shifted in ways that continue to challenge nonprofits–especially small and mid-sized organizations. According to Giving USA 2025, total charitable giving reached $592.5 billion in 2024, signaling resilience across the sector. But beneath that headline number, nonprofits are experiencing a more complicated reality: fewer repeat donors, increased competition for attention, and rising expectations for transparency, communication, and impact. The takeaway is clear: fundraising strategies that worked before 2020 are no longer enough. As Blackbird Philanthropy Advisors Managing Director Caitlin Smith observes, the shift isn’t about donor generosity disappearing, it’s about donor expectations evolving. “People still want to give,” Smith explains. “But they’re far more intentional about who they support, why they stay, and whether an organization earns their trust over time.” Donors Are More Selective – and Less Loyal National fundraising data shows that while donors continue to give, retaining them has become harder. The Fundraising Effectiveness Project consistently reports that overall donor retention hovers around 45%, with first-time donor retention closer to one in four. For nonprofits, this means growth can no longer rely solely on acquiring new donors. Sustaining relationships matters more than ever. Smith emphasizes that retention is rarely about the size of the gift. It’s about the experience that follows it. “Donors don’t leave because they gave too little,” she notes. “They leave when they feel disconnected, unseen, or unsure whether their support mattered.” Practical shifts to consider:
Retention is built through trust and consistency, not volume. Donors Expect Transparency and Proof of Impact Post-pandemic donors are more informed and more cautious. Many want to understand:
Nonprofits that communicate openly – especially during challenges – tend to build stronger long-term relationships. Digital Giving Is No Longer Optional During the pandemic, many donors shifted to online giving, and that behavior has largely stuck. Donors now expect:
Organizations that underinvest in digital tools often lose donors not because of mission, but because of friction. Blackbird frequently helps nonprofits assess donor systems, communications, and fundraising infrastructure to ensure they meet modern donor expectations. Relationships Matter More Than Campaigns One-size-fits-all fundraising appeals are losing effectiveness. Today’s donors respond best to:
Rather than chasing every trend, nonprofits benefit from focusing on fewer, stronger relationships that grow over time. “The organizations seeing the strongest retention aren’t louder,” Smith adds. “They’re more relational. They show donors how they belong.” Fundraising Strategy Must Be Ongoing – Not Reactive Post-pandemic volatility has shown that fundraising cannot live only in year-end campaigns or crisis moments. Strong organizations are:
This proactive approach builds resilience when donor behavior shifts again – as it inevitably will. Work With Us If your organization is navigating changing donor expectations, Blackbird can help. We support nonprofits with fundraising strategy and donor communications. Contact us. Comments are closed.
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