2024 Nonprofit Fundraising Report

Nonprofits play a vital role in creating stronger, healthier communities—and it’s no secret that we love to cheer them on at KidGlov. That’s why each year we take a closer look at how these organizations make their mark through our Nonprofit Fundraising Performance Survey.

In 2023, our survey revealed key takeaways including the power of early planning and the value of diversifying fundraising strategies. The 2024 survey builds on those insights, highlighting what fueled year-end success and the unique challenges that shaped the fundraising landscape.

Here’s what we uncovered, and what it could mean for your next campaign.

Strategies That Worked

Organizations that saw the most significant donation increases (20% or more over 2023) highlighted a few consistent strategies:

• Matching gifts—still one of the most effective ways to motivate donors.
• Multi-channel outreach—email, direct mail, digital ads, and social media worked best when used together.
• Branded campaigns with emotional storytelling—a clear theme paired with authentic stories helped organizations connect on a deeper level.

Notably, organizations that re-engaged lapsed donors and started campaigns earlier saw measurable improvements. Campaigns that combined these elements not only reached their goals but often exceeded them.

The Challenges Nonprofits Faced

Even strong strategies weren’t enough to overcome all of 2024’s challenges. The most common barriers:

• Limited staff time and capacity—many teams were stretched thin.
• Low donor engagement—breaking through the noise was tough in a crowded giving season.
• Lack of a clear, unified strategy—fragmented messaging made some efforts fall flat.

New this year: many respondents cited challenges tied to burnout, political fatigue, and shifts in giving patterns due to external events or shifting donor preferences.

Campaign Timing and Frequency

Most campaigns still launched in November or December, but more organizations are starting earlier, some as early as August or October, and extending efforts into January or February.

For the 2024 survey participants, outreach ranged from just one touch to as many as 30 per campaign, with most organizations falling between three and 15. Organizations that conducted more frequent, coordinated outreach across multiple channels generally reported stronger results—proving that thoughtful repetition matters.

The Power of Multi-Channel, Personalized Communication

Nonprofits that saw the greatest fundraising gains in 2024 were more likely to use five or more communication channels, ranging from email to social media to direct mail—highlighting that diversified outreach isn’t just a best practice, it’s a difference-maker.

We also saw a rise in newer tactics like text outreach, video, and QR codes, signaling growing interest in interactive, tech-driven strategies.

KidGlov’s Recommendations for 2025

Based on our findings, here are six ways to build stronger campaigns in the year ahead:

Plan Early
Getting a head start allows you to align goals, messages, and tactics.

Create a Branded Campaign
A consistent look, feel, and theme builds trust and recognition with donors.

Design a Multi-Touch Donor Journey
Thoughtfully sequence emails, mailings, social posts, and more to engage without overwhelming your supporters.

Centralize Storytelling
Real, emotional stories drive connection—and generosity.

Segment and Personalize
Tailor messages based on your donors’ histories, interests, and behavior.

Use Clear, Actionable CTAs
Donors need to know how to help. Make giving easy and keep them updated on progress.

Whether you’re looking to strengthen your strategy, build a branded campaign, or create messaging that moves the needle, KidGlov is ready to help. From visuals to storytelling to multi-channel execution—we’ve got you covered.

Thank you to every organization that contributed to this year’s survey. Your experiences guide the entire nonprofit sector forward, and we’re honored to play a small part.

Here’s to another year of fundraising filled with purpose, partnership, and powerful results.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. Based in Omaha and Lincoln, Nebraska, we specialize in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven brands.