In this episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., welcomes back Rick Dunham, founder and chair of Dunham+Company, for an insightful breakdown of donor confidence heading into 2025. Drawing on a fresh national survey of 1,500 active donors (each having given at least $20 in the past year), Dunham reports that 91% of donors plan to continue giving, an encouraging signal in a landscape often marred by doom-and-gloom headlines. Even more uplifting? A robust 79% intend to give the same or more this year, marking one of the strongest confidence ratings since 2020.
The study reveals that this wave of confidence is largely buoyed by an improving economic outlook. Donors’ optimism about the future, especially in the wake of recent elections, appears to be boosting charitable intent. But Dunham emphasizes that while economic conditions matter, nonprofits themselves still carry the torch. Communication is king, or at least, the royal herald. Donors reported that consistent, clear messaging from organizations significantly influenced their giving decisions. The takeaway? Don’t ghost your supporters, keep them in the loop and show them how their gifts are making a difference. Even in uncertain times, a compelling case for support remains your fundraising MVP.
Of course, economic anxieties haven’t vanished entirely. Inflation has resurfaced as a top reason why 14% of donors expect to give less, despite the rate sitting under 3% at the time of the study. It’s not just math, it’s mindset. Dunham points to the psychological impact of inflation, suggesting that how people feel about the economy often outweighs the actual numbers. Generational giving also enters the spotlight, with millennials stealing the show by donating 18% more than Gen X, despite earning an average of $23,000 less.
Wrapping things up, Dunham serves a double scoop of strategic advice: don't underestimate boomers, who still control the majority of wealth, and make your online giving experience stupid simple. With 70% of respondents giving online and mobile usage on the rise, your website needs to be donor-friendly and frustration-free. And yes, even in our digital world, younger donors are oddly thrilled to receive physical mail. So whether it’s an email, a postcard, or a perfectly timed text, keep the relationship warm and the giving process easy. Because at the end of the day, confidence isn’t just about numbers, it’s about connection.