Insights from nearly 20 charities who joined our 2025 Donor Stewardship Workshop point to a critical challenge: donation levels across all donor tiers are stagnating, with mid-sized gifts most severely affected.
Key Findings:
- 59% reported a stagnation in mid-sized donations.
- 53% reported a stagnation in small-sized donations.
- Large donations remain unpredictable: 35% reported an increase, while an equal 35% reported a stagnation.
The stagnation in donation levels can be traced to three interrelated root causes: low donor engagement, donor fatigue, and economic uncertainty. Many organisations struggle to maintain regular and meaningful communication with donors beyond transactional appeals, leading to reduced loyalty. At the same time, donors—exposed to frequent requests from multiple causes—are experiencing fatigue, especially when the impact of their contributions is not clearly communicated. Compounding this is the broader economic climate, which has made donors more cautious in their giving.
These challenges are not insurmountable—but they do call for a systematic shift in donor engagement strategies. Charities need to move beyond transactional fundraising toward relationship-based stewardship. As times get more uncertain, donors expect clearer communication, transparency in impact, and consistent recognition of their support. These aspects remains essential—not just for sustainability in fundraising, but to enable charities to continue their vital, impactful work for the communities they serve.
Ready to explore new strategies in donor stewardship? Join our Pathways to Non-Profit Success workshop series! Learn from mentors, network with peers, and gain practical tools to energise your fundraising approach.
Register your interest: https://forms.gle/AA9sR9tstMeo8SgN7
