2025 Digital Trend Watch: 5 Takeaways for Nonprofits

End the year well and prepare for what’s ahead

By Stephanie Tippitt, Senior Vice President, Digital Strategy

We all know this time of year is hectic. As fundraisers, you’re in the thick of it – year-end campaigns, donor meetings, events – all while trying to stay on top of your regular responsibilities. I’ve been there too, and I get it – the year-end rush can make it feel nearly impossible to think ahead! But as we move into 2025, there are some important shifts happening in digital marketing and fundraising that I want to share with you.

With so much on your plate, it’s my goal to save you time by breaking down what’s coming so you can plan now—and hit the ground running when the new year rolls around.

Let’s dive in!

Trend #1: Authenticity in Digital Communications Will Matter More Than Ever

With the rise of AI-generated content and updates from platforms like Apple iOS and GCP (Google Cloud Platform), we’re seeing a shift in how algorithms prioritize content that feels original and real — like it’s coming from a person. Donors have also become increasingly savvy when it comes to identifying content generated by AI. Even if you are using AI to create images or copy, it’s important to be transparent with donors about how you’re using it and make sure your nonprofit’s genuine voice and mission still ring through.

What You Can Do Today:

• Ensure your communications reflect your organization’s unique voice, mission, and personality. Avoid overly polished, generic-sounding content or corporate jargon.
• Focus on storytelling in a way that highlights your impact, community, and donor stories.
• Utilize social media and email communications to share personal, behind-the-scenes updates that show the heart and authenticity of your nonprofit, which will resonate more with your audience.

Trend #2: Privacy and Transparency Will Build Trust

With increasing data privacy regulations, transparency about how you collect and track data has become more important to your audience than ever. Donors want to know how their data is being used, and how your nonprofit is prioritizing their privacy. In 2025, privacy-first strategies should be a conversation that your team is having around your fundraising and marketing campaigns.

What You Can Do Today:

• Review your current data collection and privacy practices to ensure they are transparent and compliant with regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
• Update your privacy policies and make sure they are easily accessible to donors. One simple way – include the link to your privacy policy in the footer of your website and donation forms.
• Communicate clearly with donors about how their data is being used, and give them control over their preferences through easy-to-use opt-in and opt-out features on your website.

Trend #3: Video Will Dominate Digital Storytelling

If you’re not using video yet, 2025 is the year to start! Video is already a powerful way to share your mission, and its importance will only grow in the coming year. For 66% of people, video is their primary source of information. In Facebook ads alone, BDI client partners have seen 7.08 ROI on ads using video. Whether it’s a short Instagram reel or a behind-the-scenes look at your latest event, video content captures attention and creates emotional connections faster than text or images alone.

What You Can Do Today: 

• Weave short, impactful videos into your content plan that highlight your mission and the people you serve.
• Experiment with different video formats – live streams, testimonials, or event recaps – and see what resonates with your audience.
• Consider how your nonprofit can use long-form videos to better tell your story, show your impact, and engage your donors.

Trend #4: Engagement Will Be a Key Metric

In 2025, we will see engagement become one of the leading metrics to measure success in digital marketing. According to a recent study by Salesforce, 80% of customers say the experience a company provides is as important as its products and services. 

It’s no longer just about the number of followers or one-time donations – it’s about how deeply your donors are interacting with your content, responding to your communications, and participating in your events. High engagement signals strong donor relationships, which leads to increased long-term support.

What You Can Do Today:

• Focus on creating content that invites interaction, whether through comments, shares, or participation in online events.
• Track your engagement metrics such as pageviews, scroll depth, comments, and shares to understand what content resonates most with your audience.
• Build relationships by responding to donors with authentic messages that are personalized and segmented by donor type — this includes email, social media, or text-to-give strategies.

Trend #5: Sustainer Programs Will Be Key to Building Long-Term Support

As donors increasingly seek meaningful and consistent ways to contribute, sustainer programs will continue to be a key focus for nonprofits in 2025. Since 2019, BDI has seen steady growth for clients with sustainer programs, especially those who include offers inviting donors and prospects to become sustainers in their digital marketing. Recurring revenue accounts for 25% of total online income for BDI clients! Contact BDI for specific ideas on how to build your sustainer program. 

In 2025, we’ll see that nonprofits that prioritize monthly giving programs can experience a boost in donor retention. These programs allow supporters to commit to regular, ongoing donations, creating long-term relationships and a predictable source of funding. 

Learn More: 5 Secrets to Supercharge Your Sustainer Program

What You Can Do Today:

• Develop a monthly giving program that encourages donors to commit to regular contributions. Highlight how sustained support makes a difference in your communications.
• Create a unique identity for your sustainer program with a name, logo, and special benefits to make participants feel like part of an exclusive community.
• Promote the benefits of monthly giving across your platforms, emphasizing convenience, impact, and the value of ongoing support. Make the sign-up process simple and accessible on your donation page.

Wrapping Up: What This Means for Your Nonprofit in 2025

While it may be tough to think beyond the immediate year-end hustle, the shifts happening in digital marketing for 2025 will be key to building long-term success. AI-powered personalization, video storytelling, privacy-first strategies, and people-first communications will reshape how nonprofits connect with supporters.

So take a breath, finish strong, and let these trends guide your strategy as you prepare for 2025!