Key Trends Shaping Major Gift Fundraising in 2025

The landscape of philanthropy is shifting, and this brings some major challenges – and opportunities – for nonprofits in 2025.

With economic changes, evolving donor priorities, and general uncertainty about the future, fundraising teams will need to adapt their strategies so they can succeed in this changing environment.

Let’s explore the most significant trends shaping high net worth major gift fundraising in 2025—and how your organization can meet these challenges to be successful.

1. Overall Uncertainty and Instability

Global challenges, natural disasters, and political shifts are clearly impacting donor behavior. Will global crises and natural disasters keep major donors from giving?

We don’t know what to expect in the future but there is a very simple solution:

This should be your motto for 2025: Stay close to your donors. Draw them close and closer. Keep in close touch.

Make them feel like insiders. Listen to them. Ask them what they think and how they are doing. And, connect them to the wonderful impact they are making to solve the urgent problems of today.

How you treat them after their gift is what builds a close relationship with them. Are they just a name on a list? Or are you nurturing a relationship with them?

Takeaway: The post-gift, stewardship experience that you give donors will make or break your future fundraising from these major donors.

To be successful – try to build trust by being in close touch, listening to their wishes and thoughts, and responding quickly when they reach out. We know this is easier said than done, but it is the key to the future.

2. Fewer Donors, Bigger Gifts

The number of donors is steadily declining, and yes we see that major gifts are becoming a larger share of total giving. Everyone in philanthropy is worried about the serious drop-off in everyday donors, because they are future monthly, estate and major donors.

Yet, for now, to be successful raising the revenue your nonprofit needs, you’ll need to build up a robust major gifts program.

Strengthening your team’s skills in relationship-building with high-capacity donors will be absolutely essential. 

It’s no longer about having thousands of donors. It’s about deep, meaningful connections with a fewer number of passionate supporters that can inspire transformational gifts. Many fundraising pundits even say that you can raise more money with fewer donors.

Takeaway: Building a full-scale major gift program is the key to future success. It’s up to your team and leadership to make a full commitment to major gifts as a key fundraising strategy for the future.

3. AI is Changing the Game

Artificial intelligence is revolutionizing the way we fundraisers understand and engage with donors. We use AI to find high-value gift prospects and help tailor cultivation experiences that they will enjoy. 

In addition, AI can analyze donor behaviors and activities to help determine what a particular donor is most interested in. AI can literally predict future giving patterns from your donors, so you know where to focus.

But here’s the thing—donors are skeptical of AI-generated content. Are you using AI ethically and transparently? This is going to be an issue with donors if you want to build trust.

Takeaway: Be careful when using AI to help craft communications to donors. Use it to make your work easier, but let your heart and ethics lead the way. Remember that donors value personal authenticity above all else.

4. The Growth of Donor-Advised Funds (DAFs)

As we all know, donor-advised funds are growing in popularity. These giving vehicles allow donors to contribute now and decide later how the funds will be used.

But DAFs can feel like a mystery. Often, it’s difficult to discover who the donor is behind the gift. Research is key here. You have to do extra work to find out who the donor is. But it’s absolutely worth it. 

Takeaway: Ask your gift processing team to look out for any gifts from a donor-advised fund. Donors with DAFs are likely major gift prospects, so go the extra mile to locate them, steward them and reach out to them.

5. Economic and Legislative Uncertainty

Potential changes to tax laws and possible cuts in government funding are creating uncertainty for nonprofits.

With the Tax Cuts and Jobs Act of 2017 set to expire, we can expect lots of discussion and controversy about the rules governing charitable deductions.

Even more, many nonprofits are worried about potential reductions in their government funding streams. Many organizations of all types – affordable housing, performing and creative arts, education access, medical research and health delivery, victim assistance, social service agencies, rape crisis centers, and many others – all receive significant government funding. This important revenue could be at risk, given the new political climate.

Takeaway: Focus on diversifying your revenue streams and drawing your donors close.

If your government funding is at risk, you’ll need to invest in and expand other fundraising and revenue streams. Invest in major gifts. That’s how you’ll stay resilient.

6. Intergenerational Wealth Transfer

The $84 trillion wealth transfer is underway. Younger donors are inheriting wealth, but we are seeing that they may have different charitable priorities than older generations.

These new philanthropists are more cause-driven. Studies show that they about the impact they want to make, over loyalty to their parents’ institutions. You’ll need campaigns that align with their values and passions to engage them.

Takeaway: Be aware of new opportunities with these donors. Speak to the issues that matter to younger philanthropists. Show them – again and again – how their gifts make a tangible difference.

How Your Nonprofit Can Succeed in 2025

Success in 2025 means adapting to new trends, focusing on important donor relationships and above all – keeping your donors close Here’s how:

• Build Strong Relationships: How can you get to know your donors better? Try to find out their personal values, their interests and passions. Tailor your approach to what matters most to them. This is classic major gift fundraising strategy!
• Leverage Technology: Use tools like AI to gain insights—but by all means, be authentic when it comes to communications!
• Engage Younger Generations: Create messaging approaches that connect with their cause-driven priorities.
• Highlight Impact: Show donors the real, tangible difference their gifts make. Again, this is classic fundraising 101 – we can all do this better!

By focusing here, you can turn uncertainty into opportunity, and create a banner year for your fundraising!

Bottom Line

Despite uncertainty and worry about the future, 2025 is also filled with potential. Build those donor relationships, embrace the new tools like AI, and stay in tune with what your donors care about most.

Ready to Take Action?

Let’s make 2025 your breakthrough year for fundraising:

1. Watch industry leaders discuss the Outlook of Major Gift Fundraising in 2025.
2. Join Our 2025 Major Gifts Intensive: Click here to learn more about this program that will transform your results.
3. Planning a Capital Campaign? Schedule a complimentary strategy call at capitalcampaigns@gailperry.com.

Together, we’ll make this your most successful fundraising year yet!

Want to Unlock Bigger, Transformational Gifts in 2025?

You can take your major gift fundraising to the next level with the 2025 Major Gifts Intensive. This program is built for you—to help you deepen relationships with donors, refine your strategies, and gain the confidence to secure the gifts that will make a lasting impact.

Here’s what you’ll get:

• Expert Coaching: Learn from top industry leaders who understand the challenges you face.
• Proven Strategies: Equip yourself with tools to build authentic connections with donors.
• Practical Resources: Access videos, slides, and step-by-step guidance to keep you on track.

If you’re ready to create real change for your organization, this program is your next step. Don’t wait—click here to learn more and join us.

Let’s make 2025 the year you achieve transformational results!