Where Giving is Going: Insights for Causes in 2025
What charities need to know
The Good Growth Company is always on the lookout for emerging trends that can help nonprofits and charities not only survive but thrive.
That’s why we look for experts and resources from a variety of industries.
In this case, we’ve reviewed the Tactics & Takeaways Report from Globe Content Studio for insights into the evolving world of marketing and communications. The latest 2025 edition offers a clear picture of how donor behaviours are shifting, and what charities need to do to stay relevant and connected.
Here’s a deep dive into the charity section of the report — with practical takeaways for your nonprofit team.
Giving is changing — donors want more than a receipt
The days of passive, one-time donations are fading. Today’s donors — whether they’re giving $10 or $10,000 — expect to feel like part of your story. They want transparency, impact stories, and proof that their contributions make a difference. And they want all of this on demand, in the digital spaces where they already spend their time.
It’s not just about fundraising anymore. It’s about building a relationship with your supporters, treating them like partners in your mission rather than ATM machines.
Recurring giving is becoming the norm
Key stat: 80% of donors now prefer steady monthly donations over one-time gifts.
This “subscription model” for philanthropy mirrors the way people pay for everything from streaming services to food delivery. For charities, this is good news — predictable revenue allows for better planning and program stability. But it also comes with a new responsibility: ongoing donor stewardship.
If someone is giving $20 a month, they want regular updates on where their money is going, who it’s helping, and what’s next. Think of your monthly donors as investors in your impact — and treat them that way.
Takeaway
If you don’t already have a monthly giving program, now’s the time to create one. And if you do, make sure it’s more than just a payment plan — offer exclusive updates, behind-the-scenes stories, and special invitations to deepen their connection to your work.
Older donors are still here — but younger donors expect more
One reassuring finding: long-time donors aren’t going anywhere. In fact, 63% of Globe and Mail readers surveyed have been giving for 20 years or more. That’s a reminder to continue nurturing your loyal supporters — they’re your organization’s backbone.
At the same time, younger donors are entering the giving space with very different expectations. They want visual storytelling, clear impact metrics, and interactive content that helps them connect emotionally with your cause. They also want to be able to share their giving journey with their own networks — making your story part of their personal brand.
Takeaway
Create content that’s shareable and visually appealing. Short-form videos, donor spotlights, and social-first storytelling can help younger supporters feel like ambassadors for your cause — and make them proud to share why they’re giving with their friends.
Your website is a conversion tool, not just a brochure
Donor research habits are changing fast. Before anyone gives, they check you out online — and they’re not just looking at your homepage.
Key stat: 61% of donors visit a charity’s website before making a donation.
That means your website isn’t just a static information page — it’s a critical part of your donor journey. Your site should clearly showcase your impact, introduce your leadership, and tell compelling stories that leave potential donors feeling inspired and confident in your work.
Takeaway
Do a website audit through the lens of a first-time donor.
Is your impact clear within the first scroll?
Are there real stories that show the faces behind your work?
Can visitors easily see how their donation makes a difference?
Is your donation process simple, secure, and mobile-friendly?
If any of these areas fall short, it’s time for a refresh.
Donors are spreading their generosity across multiple causes
In the past, some donors might have had one or two core causes they supported consistently. That’s changing. Today, donors are spreading their giving across a wider range of charities.
Key stat: 36% of donors support at least six different charities.
This doesn’t mean loyalty is dead — but it does mean you’re competing for attention like never before. Donors are exploring, sampling, and comparing different causes, and they’re less likely to stick with just one organization for life.
Takeaway
You can’t afford to assume donors will stick around just because they gave once. Every touchpoint matters, from the thank-you email to the follow-up stories you share. The goal is to build an emotional connection that makes your cause stand out in a crowded landscape — and keeps your mission top of mind when donors decide where to give next.
Storytelling is your superpower
Throughout the Tactics & Takeaways report, one theme stands out across all sectors — storytelling is still the most powerful way to cut through the noise. For charities, this is your competitive advantage.
You have real stories of impact, transformation, and hope — and those stories are what donors connect with. Whether you’re showing how someone’s life has changed because of your programs, or introducing the frontline staff who make your work possible, authentic storytelling builds trust and emotional connection.
Takeaway
Make storytelling a core part of your content strategy.
Share stories across channels — social, email, web, and even in-person events.
Focus on real people, real impact, and real emotion.
Invite donors into the story by showing them how they play a role in your success.
It’s all about relationships.
The 2025 outlook for charities isn’t just about fundraising tactics — it’s about relationship-building. Whether it’s a monthly donor who gives $10 or a major supporter funding an entire program, the relationship matters more than the transaction.
The organizations that thrive will be those that invest in nurturing relationships, telling authentic stories, and making every donor feel like part of something bigger. That’s how you’ll stand out, build loyalty, and turn one-time gifts into lifelong support.
The Good Growth Company is here to help charities and nonprofits adapt to these trends with smart strategies, creative storytelling, and effective digital tools.
Reach out if you’re looking for support with your organization this year.
