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KEY FUNDRAISING TRENDS - CONTINUED
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EVENT PLANNING FOR FUNDRAISING SUCCESS
In-person events are making a strong comeback, and nonprofits need
to capitalize on this trend. The events industry is optimistic, with a
Knowland survey indicating up to 10% higher attendance for in-
person events in 2024, and research by Freeman showing that 82% of
people prefer attending events in person. The Enthuse report shows
an increasing appetite for fundraising event participation across all
age groups, particularly among the young. Three in five 18–24-year-
olds are keen to participate in fundraising events, followed by 58% of
25–34-year-olds. Socializing is a key driving force, as people’s social
THE WIDENING WEALTH GAP lives need more work post-pandemic, providing an opportunity for
Income inequality is affecting nonprofit donor bases, with fewer people charities to consider in their campaigns.
having the financial capacity to give. Nonprofits must focus on attracting Charities need to think about the best events for their audiences. The
and retaining top donors to ensure sustainability. Building strong donor Enthuse report found that 42% were interested in exercise challenges,
relationships is more critical than ever. Personalized communication appealing most to those under 45, while a third wanted to get involved in
and demonstrating the impact of donations can help retain high-value large group events such as fun runs and walks. Women preferred smaller
donors. fundraising events associated with wellbeing and social activities, while
GROWING SIGNIFICANCE OF TRANSPARENCY AND fun events like karaoke or auctions were preferred by people over 45. Fun
NUMBER-DRIVEN COMMUNICATIONS is the most important driving force behind fundraising event attendance,
referenced by 53% of people, followed by sociability (40%), a well-
Transparency in operations and financial management is crucial for known cause (32%), ease of signing up (28%), and providing a new
building donor trust. Nonprofits should use financial data to demonstrate experience (25%).
impact and communicate effectively with donors. Annual reports are
an excellent opportunity to showcase the organization’s achievements The fundraising landscape in 2025 is set to be dynamic and innovative.
and encourage continued support. Providing clear and concise financial By embracing these trends and addressing the challenges, nonprofits
information can reassure donors that their contributions are being used can enhance their fundraising efforts, build stronger relationships with
effectively. donors, and achieve greater impact.
MAHNAZ CAVALLUZZI, CPA
PARTNER
CERINI & ASSOCIATES, LLP
