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KEY FUNDRAISING TRENDS - CONTINUED
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6. ARTIFICIAL INTELLIGENCE (AI): WAYS TO STRENGTHEN RELATIONSHIPS:
ENHANCING EFFICIENCY AND PERSONALIZATION
► Personalized Outreach: Segment donors based on past giving behavior and
AI tools are revolutionizing nonprofit marketing by streamlining repetitive tasks and send targeted messages.
providing insights into donor behavior. From automating segmentation to personalizing
communications, AI is becoming essential for nonprofits looking to optimize their ► Impact Reporting: Share how donations are being used and the tangible
outreach. results achieved.

APPLICATIONS FOR NONPROFITS: ► Appreciation: Regularly thank donors through creative methods like thank-
you videos or donor appreciation events.
► Donor Segmentation: Automate the process of segmenting donors based on
behavior and preferences. 10. LEVERAGING INFLUENCER AND CORPORATE PARTNERSHIPS MICHELLE JACKSON

► AI Chatbots: Use AI-driven chatbots to answer common donor questions, saving Collaborating with influencers and corporate partners can help amplify your EXECUTIVE DIRECTOR
staff time. message. Influencers bring in new audiences, while corporate sponsors offer HUMAN SERVICES COUNCIL
additional resources and credibility. OF NEW YORK
► Personalized Content: Leverage AI to generate social media posts and donor
thank-you messages. BENEFITS:

7. INTEGRATED CAMPAIGNS: ► Reach wider, often younger, audiences.
CONSISTENT MESSAGING ACROSS CHANNELS ► Secure additional resources and support for campaigns. The change in Federal leadership will be the most significant issue facing New York Nonprofits in 2025, as we will have to address policy and budget decisions made
by the Trump Administration, that impact both nonprofits and the communities we serve. Any change in leadership at the federal level comes with new priorities,
Nonprofits should unify their marketing efforts across email, social media, their 11. VIDEO MARKETING: which presents opportunities as well as challenges, so nonprofits have to be clued in to federal policy shifts and anticipate how those shifts will impact them. Many
website, and print for a cohesive campaign strategy. A consistent message across all New York nonprofits rely on funding from the federal government, either directly or as it flows through City and State contracts, so federal cuts or other cost-savings
touchpoints reinforces your mission and builds deeper connections with your audience. DOMINATING ENGAGEMENT plans will impact nonprofit funding. Nonprofits are nonpartisan but they are still greatly impacted by elections and the policy/budget shifts that come with those

WHY IT MATTERS: Video content continues to dominate online engagement. Short, impactful videos elections.
can showcase your mission, events, and success stories in an easily shareable Nonprofits who have not paid attention to federal funding and policy will need to first assess what funding streams they rely on come from the federal government,
► Coordinated campaigns encourage action and increase donor conversion rates by and memorable way. and then determine how that funding could change in the coming year. It will not just be the federal budget, but major priorities of the Trump Administration that
reinforcing your message through multiple channels. providers will need to pay attention to, such as government efficiencies, immigration policies, and department closures.
KEY TIPS FOR VIDEO MARKETING:
8. DATA-DRIVEN STRATEGY: Nonprofits will need to shift to follow federal policy, adapt to changes in federal policy, and most importantly RESPOND to federal policy. HSC, for example, focuses
OPTIMIZE FOR SUCCESS ► Use videos to tell your story in a visually engaging format. on City and State policy, but has already begun looking at where we will need to plug in to federal advocacy efforts to preserve funding to New York. We know that
our communities will also be impacted by changes in policy, whether that is asylum seekers, immigrants, those that rely on the Affordable Care Act, and the millions
► Share success stories and behind-the-scenes content to connect with viewers that rely on Department of Education programs. It is not just nonprofit funding that may shift, but we may see many more individuals in need of services and/or
Data analysis is vital for refining marketing strategies. Tracking key metrics like email emotionally.
open rates, website click-through rates, and social media interactions helps nonprofits education on how programs they rely on are changing. Providers have to be ready for that.
make informed decisions and improve their outreach. EMBRACE THE FUTURE OF NONPROFIT MARKETING We have already seen a very worrisome federal bill pass the House of Representatives, H.R.9495, which would allow the Treasury Secretary to revoke nonprofit
tax status without due process for engaging in “politically sensitive” advocacy. Nonprofits are nonpartisan, but we cannot be mission driven organizations and
BEST PRACTICES: Nonprofit marketing in 2025 will require organizations to embrace emerging stay out of policy work, though we can address the issues impacting our communities in a nonpartisan way. It becomes impossible to do so if we have to worry
technologies like AI, refine their storytelling techniques, and adopt data-driven that disagreeing with elected officials, or simply advocating for our communities, could mean our nonprofit status is threatened. Whether an individual nonprofit
► Regularly clean and update your donor data. strategies. By integrating these trends into your marketing efforts, your nonprofit lobbies, advocates, or even just depends on government funding, we are all engaged in government systems, and so we have to be attentive to and responsive to
► Use tools like Funraise to collect and analyze data efficiently. can strengthen donor relationships, raise awareness, and ultimately increase government policies. This bill, I hope, is not a trend, but should worry every nonprofit, regardless of service area or how they engage in advocacy. Of course, my
impact in a highly competitive, digital-first world. recommendation to address this is to advocate more, not less, and to ensure nonprofits are- as I stated above- part of federal networks to ensure you have the
► Ensure compliance with data privacy laws to maintain donor trust. latest information and use your voice to speak for your nonprofit and the communities you serve.
KELLI-ANNE CERINI
9. BUILDING STRONG DONOR RELATIONSHIPS MARKETING MANAGER
CERINI & ASSOCIATES, LLP
Fostering lasting relationships with donors is critical for long-term success. In 2025,
focus on personalized communication and providing regular updates on how donations
are making an impact.