Embracing the Possibilities of 2025
Date published: December 2024
Published in Giving Tomorrow
Published PDF File: Embracing the Possibilities of 2025
This year has been anything but ordinary. With an intense election year, conflict in the Middle East, natural disasters, and the lingering effects of COVID-19, it has been a rollercoaster ride of emotions. Employers continue to grapple with the nuances of hybrid work, navigating a landscape marked by performance and economic uncertainty.
Yet, amidst these challenges, there has been a silver lining for fundraising professionals and Planned Giving practitioners. There has been a growing awareness around legacy building, with people from all walks of life eager to understand the nuances of our work. Impact discussions have become more prevalent, and technology—especially AI—has found its way into our daily toolkit, enabling us to personalize our outreach and streamline our efforts.
As we wrap up a whirlwind year, it is time to reflect, recalibrate, and gear up for 2025. For me, reflecting on the past year means examining my unique journey. I consider what elements of my work truly fulfill me, whether I have prioritized self-care, and how well I have managed to balance the multiple demands of our field. After all, success is not just about reaching fundraising goals; it is about nurturing our own well-being along the way.
As we set our sights on the promising landscape of 2025, I offer these 10 reflections from this past year to empower fundraising professionals to adapt, innovate, and thrive in the coming year.
1. Personalization is Non-Negotiable
Today’s donors expect exclusive experiences. Tailoring your outreach to resonate with their unique passions is paramount. While technology offers automation tools, never underestimate the power of a heartfelt face- to-face chat (followed by Zoom, of course).
2. Transparency is Key
Donors crave clarity on how their contributions are making a difference, and with more ways to give than ever, they are more informed about philanthropy. In your discussions with philanthropic leaders, share impactful updates and use testimonials alongside data-driven results. Before asking for a charitable gift, paint a vivid picture of its potential impact and how it can be measured.
3. AI is Not Going Away
AI is shaking things up! Every conference or panel I attended in 2024 talked about the integration of AI into fundraising daily practices. It is helping us predict donor behavior and refine our outreach. Remember : striking the right balance between automation and human touch is essential.
4. Relate with Your Mind & Heart
Compassionate communication is crucial in turbulent times. Harnessing both our intellect and empathy when engaging with stakeholders is splendid. As Maya Angelou famously said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
5. Self-Awareness is Vital
In our people-centered profession, self-awareness is so important. Given the political climate, it is essential to listen without judgment, choose your battles wisely (internally in your organization and externally with your stakeholders and community), and remain open-minded in every interaction.
6. Build Your Circle
Build an informal advisory board of people who can provide guidance and support for your professional and personal growth. Whether it is a seasoned mentor or a confidant, having a go-to person for brainstorming or a quick morale boost is invaluable.
7. Get Creative with Events
The past year taught us the value of hybrid events. While virtual gatherings have their perks, do not forget the charm of in-person interactions. Consider hosting cozy home events where supporters can connect over a shared cause and invite newcomers to your circle.
8. Planned Giving is on the Rise
As boomers transition their wealth, legacy giving is surging. The pandemic has prompted many to reflect on their legacy. This is an opportune moment to elevate your legacy society and celebrate those who choose to invest in your mission.
9. Engage Families for Multi Generational Giving
Families want to instill their values through philanthropy. As we move into 2025, consider campaigns that engage extended families and empower the next generation of philanthropic leaders.
10. Have Fun and Take Pride
Let us not forget the joy in our profession! Fundraising starts with “fun” for a reason. As Hank Russo of the Fundraising School at Indiana University put it, “Fundraising is the gentle art of teaching the joy of giving.” So, let us embrace the challenges with a smile and remember: if we are not having fun, we are not fully engaging! Our passion and energy can inspire others to join us on this rewarding journey.
A bright future awaits. Let us seize it with enthusiasm—and maybe a bit of confetti!
Dr. Pazit Levitan, EdD CFRE
Pazit Levitan, Ed.D. CFRE is a seasoned nonprofit executive who serves on the board of AFP-NYC, an AFP-NYC Mentorship Committee Member, and a Mentor in AFP-NYC and AFP’s Women’s Impact Initiative. Pazit is the Founder of a boutique advisory firm called The Path to Impact for nonprofit leaders, where she inspires success through strategic counsel with proven, practical tactics and a personal approach.
