Our snapshot starts in the US: in the midst of changes and major funding cuts, donors in the U.S. stepped up. According to the Giving USA 2025 report, charitable giving rebounded with a 4.5% increase in donations, especially among individuals (total of US $592.5 billion donated!). In times of upheaval, generosity doesn’t vanish, it transforms. Donors are increasingly values-driven, interested in impact, and looking for more than receipts for their giving. 

Two recent Canadian reports—Imagine Canada’s United We Stand and CanadaHelps’ Giving Report 2025—offer a closer look at the current dynamics in the sector. Imagine Canada’s 2024 Annual Report, United We Stand, presents an optimistic outlook from within the sector: 79% of nonprofit leaders feel confident about their organizations’ future, citing resilience, partnerships, and a commitment to equity as key drivers. On the flip side, CanadaHelps’ 2025 Giving Report sounds an urgent call around public engagement. While digital giving is rising and younger generations are stepping up in creative ways, overall donor participation is declining, especially among “traditional” donors. Together, these reports paint a nuanced picture: nonprofits are evolving with strength, but must continue adapting how they connect with and mobilize support from a shifting donor landscape.

Across Europe, nonprofit organizations are navigating a landscape marked by rising demand, and limited staff capacity. According to the 2024 Nonprofit Pulse Report released by the European Fundraising Association (EFA) and the Chartered Institute of Fundraising, 54% of organizations report increased demand for their services, while 42% struggle with workforce burnout. At the same time, the report highlights a positive trend: growing investment in digital fundraising and donor stewardship. European nonprofits are leaning into digital transformation. They are using online tools, AI, and community events to build sustained relationships and weather ongoing challenges. The sector is embracing creativity and collaboration as keys to resilience.

The Global Trends in Giving Report by Nonprofit Tech for Good and Funraise shows that giving behaviors are rapidly changing across continents. Donors around the world, especially in Africa, Latin America, and Asia, are increasingly using mobile payment platforms and social media to give. Peer-to-peer fundraising and crowdfunding campaigns are growing, particularly among younger demographics. This global study also reveals a shift toward monthly giving and an openness to nontraditional donor engagement strategies. Whether it’s giving through WhatsApp in Kenya or TikTok in the Philippines, donors are driving change through the platforms they use every day; reshaping the how and where of philanthropy.

In Africa, the philanthropic landscape is experiencing a powerful resurgence of community-driven giving. A 2024 report from the Oak Foundation explores how traditional mutual aid practices, such as harambee in Kenya or stokvels in South Africa, are being revitalized and integrated into broader funding systems. This rise in community-led philanthropy is not only reconnecting people to cultural models of support but also fostering stronger ownership and sustainability. Local leaders are driving both giving and programming, challenging long-held donor-driven models. The report emphasizes that investing in African-led initiatives yields deeper, more lasting impact, especially when power and decision-making are held within communities themselves.

So what does this mean for small and medium-sized nonprofits? It means we’re in a moment where innovation is survival. We’re being called to engage differently; to build trust, show impact, and offer donors more meaningful and ethical ways to connect with our work. 

Let’s dive in to see how

One of the most noticeable shifts is the move away from transactional fundraising toward values-based, relationship-driven approaches. Donors no longer want to be thanked and forgotten—they want to be invited into the work. And communities want to lead, not just be represented.

Community-Centric Fundraising (CCF) offers a powerful framework for this moment. It calls on nonprofits to center the needs and voices of the communities they serve. It encourages ethical storytelling, mutual respect, and shared power. Even organizations not formally adopting CCF are increasingly integrating its principles: asking communities to co-create campaigns, bringing transparency into budgeting, and telling stories that affirm dignity rather than trauma/oppression.

Nowhere is this shift more visible than in the world of digital creators. One standout example is Ryan Trahan’s “50 States in 50 Days” campaign, which raised over $5.4 million (to the date of writing this blog) for St. Jude Children’s Hospital. It didn’t come from a nonprofit gala or an annual appeal—it came from a YouTuber doing what he does best: making engaging, on-brand content and turning it into a movement. A lot of brands and companies came onboard, donating to get visibility and advertisement in the campaign. 

The importance of this movement is that it was not a charity-led campaign: the YouTuber took the initiative and led all the process. The nonprofit listened, supported, and stepped back. The result was a fundraiser that felt personal, relevant, and widely shareable. It’s a model of what community-led efforts could look like.

Not all nonprofits will be able to have an influencer to support, but every organization has supporters and mission-aligned friends who will be more than happy to engage. When there’s co-ownership and mission alignment, a lot can happen! It might not be big, shiny but it will be abundant.

The pandemic accelerated a trend that’s here to stay: digital is not optional anymore. The Canadian reports show that charities with stronger digital infrastructure raised more than those still relying on traditional methods like galas.

If your nonprofit is still treating digital as an afterthought, it’s already behind. Digital isn’t just a tool; it’s the environment where most modern fundraising now happens. From mobile-optimized donation pages and social media storytelling to peer-to-peer campaigns and email automation, digital infrastructure is a must. The organizations that adapt quickly and authentically to online spaces are the ones building sustained, diverse support. Even the most community-rooted efforts need digital scaffolding to amplify their voice, increase access, and invite new generations of donors into the work.

Their giving goes beyond financial contributions. Many prefer to donate their time, skills, or goods (food, clothing, and tech). They want to be part of something meaningful, not just send money into the void. Volunteering, advocacy, mutual aid, and online amplification are all part of how they show up.

They also give differently because they expect more. Transparency, authenticity, and ethical storytelling matter. They want to know who is being helped, how decisions are made, and whether the communities involved are leading those efforts. If they don’t see this, they’ll move on, and quickly.

And here’s something we often overlook: they trust charities. In fact, 71% of Gen Z and 66% of Millennials report trusting charitable organizations; more than Baby Boomers. But trust means they’re ready to engage, to challenge, and to help build something better. And that’s a powerful opportunity. 

For nonprofits, this means adapting how we invite people in. It’s not enough to ask for donations, we must offer connection. Build relationships. Create accessible and ethical pathways for engagement, both online and offline. Show how their voice, not just their wallet, matters.

As we move forward, this shift is more than a trend, it’s a transformation. Here’s what nonprofits need to know:

• Donors are people too. They seek meaning and belonging. Deep engagement, rooted in values and justice, builds lasting support.
• Communities are not props. They should lead the narrative, define priorities, and benefit from resources in ways that align with their own goals.
• Digital infrastructure matters; you can’t afford to ignore it.
• Stories and experiences are powerful; they convert hearts and wallets.
• Fundraising is a tool for systems change. When designed intentionally, it can redistribute not just money: but power, platform, and trust.

• The ecosystem is changing; and so must we!

This moment is more than a challenge; it’s an invitation to evolve. To shift from extractive habits toward deeper relationships and shared futures. Fundraising is no longer just a transaction. It’s a conversation, a co-creation, and in the best cases, a transformation for everyone involved.

Author Bio

Janine is a nonprofit leader and a certified fundraiser who enjoys helping meaningful nonprofits to grow. She builds on her wide experience to build a context-specific and adapted strategy for every organization she works with. She loves to solve puzzles, take long walks and learn new things.