Top 5 Trends in Donor Giving for 2025

2025 is shaping up to be a year of adaptation and opportunity. From changing donor expectations to the rise of mid-level giving, these five key trends will define the way fundraisers connect with donors—and we’re sharing how you can put them into action.

1. The Rise of the Middle-Generation Donor
Nearly half of all donors—about 47%—are between the ages of 35 and 68. They’re driving revenue growth, but their expectations differ from those of traditional donors—what most fundraising programs are built on.

Action:

Tailor messaging to resonate with their values of trust and transparency. Spend time and energy understanding their motivations so that you can focus retention strategies on the right content and offer.

2. Increasing Dependence on High-Value Giving
High-value giving—including mid-level and monthly contributions—now accounts for nearly 50% of fundraising revenue in annual programs, a 20% increase from five years ago. This is strongly driven by online giving.

Action: 

Invest in a donor experience that strengthens relationships with those giving $500 or more, and focus on upgrading through an integrated, digitally led strategy.

Case Study:

Discover how building affinity with your donors can drives positive outcomes.

3. Closing the Trust Gap
While 85% of donors trust the charitable sector, trust in how individual charities use donations is lower, especially among younger donors.

Action: 

Be transparent about donation impact, create clear donor promises, and align messaging across touchpoints to reinforce trust.

4. Digital Giving’s Double-Edged Sword
Online giving is steady, but retention lags behind offline giving by 7%. Online donors more frequently upgrade to mid-level or monthly giving, so they are vital in the mix.

Action: 

Strengthen donor journeys post-gift, simplify the online giving process, and use multi-channel strategies to keep donors engaged.

5. Legacy Giving as a Cross-Generational Opportunity
38% of donors under age 60 are considering legacy gifts, and legacy donors give more during their lifetime.

Action: 

Normalize legacy conversations early, make information easily accessible, and focus messaging on long-term impact and vision.

Case Study:

See how one client revitalized their legacy giving programs and differentiated themselves from other fundraising in the market.

These trends highlight the importance of deepening relationships, fostering trust, and adapting strategies to donor expectations in 2025. Fundraisers who focus on engaging mid-level donors, enhancing stewardship, and embracing legacy giving will thrive in the evolving landscape. For a deeper dive into these insights—and the data behind them—read the full Fundraising Forecast: Adjusting to the Changing Climate of Giving.