The Fundraising Effectiveness Project looked at 2025: total charitable dollars rose about 5%, the strongest growth in five years. Donor counts fell about 3.6%.
More money. Fewer people. To be clear, we are expecting the same trends in 2026
For a faith-based ministry, mission, that's not JUST an abstract trend. It means the dollars are concentrating in fewer hands, and those donors matter more than they did last year.
It also means two things worth checking before year-end:
Do you know who your top 20 donors are, by name, and when you last talked to them (not emailed, talked)? (I will be honest, I could NOT do this for the last couple of organizations I have worked with!)
Do you know how many of last year's donors have already quietly gone? There is still time to reconnect before the end of the year!
Most small nonprofit fundraising teams can’t answer either question. Not because they're bad at this. Because most small fundraising teams don’t have the luxury of a free afternoon and a spreadsheet.
Question: Could you name/write down your top 20 donors off the top of your head? Honest answers only.
Suggestion: You have my permission to:
1) get a spreadsheet of your top 50 (or more) donors,
2) go to your favorite coffee shop and
3)call all of them who have not given yet this year and thank those who have given!
Go! Worst-case scenario? You leave lots of voicemails, and you get a coffee shop drink.