2025 Fundraising Guide: Expert advice for not-for-profits. Wills, AI, & long-term donor strategy key to maintaining sustainable outcomes.
Not-for-profit organisations are facing a dynamic fundraising landscape in 2025, with experts urging them to adopt strategic approaches to maximise funding and public support. The Institute of Community Directors Australia (ICDA) consulted leaders from Fundraising Institute Australia (FIA), Equitable Philanthropy, and GiveNow, revealing key trends and actionable advice.
A consensus emerged: successful fundraising in 2025 hinges on building lasting relationships, leveraging technology ethically, and demonstrating tangible impact. “Fundraising isn’t just about asking for money – it’s about demonstrating value, building trust, and inspiring action,” explains Catherine Brooks, CEO of Equitable Philanthropy.
Key Trends and Strategies:
- “Pay What It Takes” Advocacy: The FIA continues to champion “pay what it takes,” aiming to dismantle the sector’s “starvation cycle.” Katherine Raskob, FIA’s CEO, stresses, “It’s incredible that our sector is the only one that publicly competes to show who invests the least. Our sector has been in this ‘starvation cycle’ for so long; we all need to take responsibility for driving the change we want to see.” This initiative encourages funders to fully cover the actual costs of running not-for-profits.
- Ethical AI Implementation: Artificial intelligence (AI) is poised to revolutionise fundraising, but human oversight is crucial. “We know the immense value of this tool for fundraising efficiency,” Raskob notes, “As with any new tool, we need to train our teams to use the tool in ways that propel us forward while keeping an eye out for the risks.” Organisations are advised to develop clear AI policies and protocols.
- Gifts in Wills and Intergenerational Wealth: With a projected $2.6 trillion wealth transfer by 2040, gifts in wills are gaining prominence. “Organisations need to be proactive with donors and supporters in helping them see the opportunities for charitable gift planning, not only while they are alive, but in perpetuity,” Raskob states.
- Strategic Partnerships and Relationship Building: Catherine Brooks emphasises the importance of moving beyond transactional fundraising. “Funders expect more than passion,” she asserts. “They want evidence of impact, alignment with their goals, and confidence that their support will deliver measurable results.” This involves demonstrating value and building trust.
- CEO and Board Engagement: Brooks highlights the essential role of CEOs in fundraising. “The role of the CEO in fundraising is no longer optional – it is essential,” she says. “Funders want to connect directly with organisational leadership.” Boards must also take ownership, fostering a culture of donor stewardship.
- Regular Donations and Committed Memberships: Cathy Truong, executive director of GiveNow, underscores the stability of regular giving. “On average, we see that monthly donors stay engaged for approximately two years, making them an incredibly valuable segment for organisations looking to build sustainability,” she reveals. Building a committed membership base is also crucial for long-term support.
- Effective Impact Communication: Not-for-profits must clearly articulate their impact. Truong notes the “abundance of competition for engagement” and advises organisations to “cultivate deeper, more meaningful relationships with a committed core base.”
- Strategic Thinking and Continuous Learning: Experts encourage not-for-profits to adopt a strategic approach and commit to ongoing learning about fundraising best practices.
By embracing these trends and strategies, not-for-profits can enhance their fundraising efforts and build a more sustainable future.
Also read: ANZ Foundation awards record $442,000 to Australian charities
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