Leading Strategies in Fundraising: What’s Working Now

Fundraising is always evolving. The last few years have tested the resilience of the sector — and reshaped what donors expect, how they give, and what makes them stay.

Here are some of the most effective and leading strategies in fundraising today:

1. Monthly Giving: The Quiet Powerhouse

Monthly donors are some of the most loyal and valuable supporters an organization can have. More nonprofits are creating branded monthly giving programs that feel like communities, not just recurring payment plans. There's a strong emphasis on retaining these donors rather than simply acquiring new ones, which leads to a higher lifetime value. Organizations are also using phone calls and SMS to follow up with recent one-time donors while the strong feeling of having just given is still fresh.

2. Donor Stewardship at Scale

Thanking donors is just the beginning. It’s all about making supporters feel genuinely seen and appreciated. That includes customized thank-you journeys that reflect gift size or giving channel, voice notes or videos from staff or volunteers, and small surprises to celebrate anniversaries or milestones. These thoughtful touches make stewardship feel personal, even at scale.

3. Behavior-Informed Fundraising

With a better understanding of donor psychology, fundraisers are becoming more strategic in how they engage supporters. Anchoring techniques are used to present donation amounts that nudge giving upward. Social proof shows donors they’re part of a like-minded community, and reciprocity strategies—like sending something small before asking for a gift—build trust and generosity.

4. Multi-Channel, Human-Centred Campaigns

The most successful campaigns don’t rely on a single channel. Instead, they weave together direct mail, phone, email, and SMS to deliver a consistent message. Fundraisers are writing scripts and emails that sound like real conversations, and using storytelling across platforms to pull donors into the cause in a deeply human way.

5. Digital-First Stewardship (Yes, Even for Older Donors)

It’s a myth that older donors aren’t online. They expect mobile-friendly donation pages, clear and personalized email updates, and timely responses when they have questions. Organizations that prioritize a smooth digital experience across age groups are building stronger relationships with their entire donor base.

6. Upgrade Campaigns That Don’t Feel Like Asks

Rather than pitching upgrades as a bigger monthly bill, successful fundraisers are inviting donors to make a deeper impact. They tie the request to urgent needs or matching gift opportunities and share real, emotional stories to inspire increased support. The tone is about empowerment, not pressure.

7. AI, Automation & Human Touch

AI isn’t here to replace fundraisers—it’s here to support them. Tools like predictive models can identify donors likely to upgrade or lapse, while automation can take care of repetitive tasks and free up staff for authentic interactions. Speech analytics are even helping teams improve the quality of their calls through real-time insights.

8. Planned Giving with Empathy

Legacy giving is becoming more relational and less transactional. Rather than asking outright if someone has included the organization in their will, fundraisers are asking if the donor would like to learn more about legacy options. Framing these gifts as expressions of lifelong values opens the door to meaningful, non-pressured conversations.

9. Gamified and Experiential Giving

Fundraising is becoming more interactive and fun. Campaigns that include challenges, digital rewards, and milestone celebrations are engaging donors in new ways. Organizations are also offering behind-the-scenes content and recognition to make donors feel involved beyond the transaction.

10. Radical Transparency

Donors want to know exactly how their money is making a difference. That means sharing both the wins and the challenges, being open about funding gaps, and using visual tools like dashboards or reports. Specificity matters—saying “Your $25 helped purchase 10 hygiene kits” is far more impactful than a vague thank-you.

In Short: The Best Strategy is Still Human Connection

Whether it's AI-enhanced or old-school thank-you notes, what works in fundraising is what connects.

The more personal, timely, and meaningful you make your donor experience, the more likely they are to stick around. And in this weird, beautiful, challenging world? That kind of loyalty matters more than ever.

At Keys Marketing Group, we’re dedicated to helping Canadian non-profits navigate these trends and achieve their fundraising goals. Contact us today to learn how we can support your organization’s growth and success.