As we close out 2024 and look toward a new year, it’s time for nonprofits to reflect on successes, challenges, and the evolving landscape. In a recent webinar hosted by Kelly Cristaldi from Golden and Mark Becker from Cathexis Partners, nonprofit leaders learned actionable strategies to help their organizations thrive in 2025.
Here are key insights from their discussion that you can implement immediately to strengthen your nonprofit’s fundraising and operational plans.
Want to watch the conversation on-demand? You can check it out here!
One of the hottest trends in the nonprofit sector is the integration of artificial intelligence (AI). AI tools, once considered futuristic, are now mainstream and indispensable. "ChatGPT really cracked the nut for AI and made it mainstream... AI has even helped further by bringing all that data together and helping to parse it in a cohesive way," says Mark Becker.
Here’s how you can benefit:
Content Creation: Tools like ChatGPT can streamline social media planning, generate fundraising campaign outlines, and create tailored donor outreach messages. For example, you can quickly draft a social media calendar or adapt content to different platforms.
Data Insights: AI enhances traditional tools like wealth screening by combining datasets to predict donor behavior, identify major gift prospects, and personalize donor interactions. This leads to more strategic and effective fundraising.
Ethical Use: While AI is a powerful asset, nonprofits must use it responsibly. Avoid inputting sensitive donor data into AI tools and ensure compliance with ethical standards.
Takeaway: Start small with AI. Experiment with one or two tools for donor outreach or content creation, and set guidelines to ensure ethical use.
Social media continues to dominate as a communication and engagement tool. Mark Becker emphasized the importance of short-form videos, which are gaining traction across platforms like Instagram, TikTok, and LinkedIn. “Social media is going to continue to be a powerhouse in 2025... Platforms are pushing for those 30-second or less videos. Make them creative, smart, and witty—it goes such a long way,” says Kelly Cristaldi.
When creating content, make sure it's authentic and true to your mission. “People want to hear your story, and the best way to show that is through video. Keep it organic and free-flowing. You don’t need fancy production—your phone’s camera is more than enough," says Mark.
Low-Cost Production: You don’t need professional equipment. A smartphone and ring light can suffice to create authentic, engaging videos that showcase your organization’s impact.
Authenticity Matters: Share real stories of volunteers, donors, and beneficiaries to build trust and emotional connections with your audience.
Call to Action: Use innovative methods like automated DMs for donations or volunteer sign-ups based on specific comments or keywords in posts.
Takeaway: Set a goal to produce one short video weekly, highlighting key moments like volunteer events or donor milestones.
Google’s Ad Grant program offers nonprofits up to $10,000 monthly in free advertising, yet many organizations struggle to use this resource effectively. However, Mark hastened to add, "Google gives you $10,000 a month, but you should be ready to invest a quarter of that back into it with internal resources or an agency. If you don’t use it, you’ll get deactivated, and reactivating is really hard.”
Kelly added by saying, "You’ve got to look at Google ads almost every day. It’s such a great opportunity to attract new supporters, volunteers, or donors, but it requires consistent monitoring.”
Invest in Expertise: Dedicate internal resources or hire an agency to manage your ads. A $2,500 monthly investment can ensure consistent performance.
Stay Active: Regularly monitor and update your ads to prevent deactivation. Once deactivated, regaining access can be challenging.
Target Smartly: Use ads to attract new volunteers, donors, or event attendees by targeting specific keywords and geographic areas.
Takeaway: If you haven’t already, apply for the Google Ad Grant and allocate a team member to manage it actively.
Economic shifts and political changes can significantly impact nonprofit funding. However, there are a few ways to ensure your nonprofit can steward changing tides successfully. Kelly offered up one way by saying, "Have you ever asked your volunteers to become monthly contributors? They’re excellent supporters with a deep connection to your cause—they just might not know how to donate."
To safeguard against uncertainty:
Monthly Giving Programs: Encourage donors to switch to recurring contributions. Highlight the stability and long-term impact their consistent support provides.
Engage Volunteers as Donors: Volunteers often have a deep connection to your mission but may not be aware they can support financially. Start by acknowledging their contributions and gently introducing opportunities for financial support.
Broaden Revenue Streams: Diversify beyond one or two sources. Explore corporate sponsorships, grants, and new individual donor campaigns.
Takeaway: Launch a campaign in January to convert 10% of volunteers into monthly donors.
Efficient operations are critical for maximizing impact. Mark highlighted several ways to reduce inefficiencies and improve workflows with some fantastic year-end sensible advice.
"You can have the best system in the world, but if people don’t support it right, and if you don’t have those standard operating procedures, it’s going to fail. It’s only as good as the information put into it. You have to have those SOPs, regular cadences, and a subject matter expert checking in to ensure things are being entered properly. If not, it’s worth asking whether you have the right processes or the right people."
Break Down Silos: Centralize data and integrate tools across departments to improve collaboration and decision-making. Avoid having key information trapped in spreadsheets or individual desktops.
Cloud-Based Systems: Ensure your tools are cloud-enabled to facilitate access, updates, and security.
Standard Operating Procedures (SOPs): Regularly review and update SOPs to reflect current needs and train staff on technology use.
Takeaway: Begin a technology audit by listing all tools in use, their costs, and their effectiveness in achieving organizational goals.
Change can be difficult, especially when introducing new technologies or processes. Mark Becker offered practical advice for encouraging staff buy-in:
Celebrate Success: Acknowledge team members who adopt new systems effectively.
Provide Training: Invest in workshops or online courses to upskill your team in areas like CRM management or digital fundraising.
Address Resistance: Understand why some staff may be hesitant and provide targeted support to address their concerns.
Takeaway: Schedule a training day in Q1 to familiarize your team with new tools or strategies.
While predicting the future is impossible, having a robust strategic plan can help your nonprofit navigate uncertainties. Key steps include:
Technology Roadmap: Align your tech stack with your 5-year organizational goals. Identify gaps and plan upgrades or integrations.
Documentation: Maintain records of vendor contacts, decision-making processes, and key contract details. This ensures continuity during staff transitions.
Data Cleanup: Deduplicate and organize your database to ensure accurate reporting and outreach.
Takeaway: Set aside time in January to create or update your strategic plan and clean your data.
2025 offers opportunities to leverage technology, deepen donor relationships, and streamline operations. By adopting the strategies shared in this webinar, your nonprofit can position itself for growth and resilience in the year ahead.
As you prepare for the coming months, remember that progress doesn’t happen overnight. Take small, intentional steps to implement these changes and celebrate the milestones along the way.
Here’s to a successful 2025—full of impact and innovation!