“Topsy-turvy” aptly describes fundraising today, and the trends we’re seeing as we move into 2026. Advancement Advisors has been analyzing the latest data and strategies to help nonprofit leaders navigate these shifts. In this blog, we explore the fundraising trends of 2026 that matter most, how they affect donor behavior, and how you can respond with clarity and confidence to strengthen your organization.
The Good News: Donors Are Showing Up
Donors showed up strong on Giving Tuesday this year with a 13% increase over 2024, accompanied by a 66% rise in recurring giving on that same day, according to Bloomerang. Yet only 15% of nonprofits offer recurring giving options on their primary donation pages, which is truly low-hanging fruit. This indicates that nonprofits are doing a better job of engaging everyday donors, but there is still a significant opportunity to grow sustained support. Federal cuts and economic uncertainty may be motivating generosity, but these new donors should be treated like “disaster donors,” with a focus on stewardship and impact reporting to retain them.
Peer-to-peer fundraising is proving highly effective in today’s giving environment. Platforms like GoFundMe and events such as Give Big Pittsburgh empower donors to fundraise within their own networks, amplifying engagement. Incorporating peer-to-peer elements alongside challenges and matching campaigns can activate new supporters and deepen relationships with existing donors.
Younger donors continue to reshape philanthropy by prioritizing authenticity, social impact, and alignment with personal values. Challenge-based campaigns resonate strongly, with 72% of Millennials and 71% of Gen Z reporting that matching grants motivate their giving. Mobile giving continues to grow, with 54% of Millennials using smartphones to donate in 2024. A smooth, mobile-friendly giving experience is critical to retaining younger supporters and encouraging repeat contributions.
Diversification is Critical
Fundraising growth continues to be driven primarily by large gifts from a smaller pool of donors, according to the Fundraising Effectiveness Project’s Q3 2025 report. This underscores the urgent need to diversify the donor base and rebuild the middle of the pipeline. Nonprofits can strengthen long-term success by reactivating lapsed donors, cultivating new contributors into long-term supporters, and tailoring retention strategies for smaller donor segments.
Encouragingly, the perceived difficulty of donor retention has declined by 24 percentage points compared to two years ago, suggesting that investments in stewardship are paying off. While the number of donors may be shrinking, the value of loyalty is rising. Building authentic, enduring relationships through thoughtful stewardship remains one of the most cost-effective strategies for sustainable growth.
But don’t ignore the potential of major gift opportunities. America’s top 50 donors gave $16.2 billion in 2024, up 32% from 2023, demonstrating the transformative potential of major gifts. Major donors provide more flexibility than grants, but they require speed, trust and evidence of effectiveness on the part of nonprofits. To attract the next generation of major donors, organizations should seek ways to actively involve emerging philanthropists through junior boards or advisory committees.
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Foundation Giving Trends
High demand for grant funding has led foundations to increasingly direct their support toward organizations with which they have long-standing relationships. Demonstrating measurable impact and responsible use of prior funds is essential for both renewing support and building credibility with new funders. Nonprofits should focus on quality engagement with fewer foundations rather than spreading resources thin across many proposals.
What Fundraisers Need to Watch in 2026
Corporate Giving: Corporate giving grew significantly in 2024 but new tax laws may have an impact in 2026. The best opportunity for corporate support may be in matching gifts. Many matching gift opportunities remain unclaimed, so educating donors and reminding them about employer matching programs can yield significant results.
Tax Law Changes: In 2026, tax law changes will allow standard deduction filers to claim a limited tax break for charitable donations, potentially generating an additional $20 billion for nonprofits. Major donors, who now face a smaller deduction window, may adjust their giving through gift bunching or donor advised funds.
Artificial Intelligence: Artificial intelligence is becoming essential infrastructure for nonprofit fundraising, with 77% of organizations planning adoption within the next three to five years. Early adopters report clearer donor insights, more personalized engagement, and increased operational efficiency. Responsible use of AI, including clear policies on data privacy and verification of outputs, is critical to leveraging these tools effectively.
Moving Forward
As you navigate fundraising trends of 2026, ask yourself how your organization is diversifying its donor base, stewarding new donors for retention, and integrating challenges, matches, and peer-to-peer campaigns that appeal to younger donors. What strategies are you implementing to encourage donors to take advantage of their employers’ charitable match program? Are you leveraging AI responsibly to improve engagement and efficiency? These aren’t easy questions, but they’re the right ones for 2026.
Connect with Maureen Mahoney Hill, CFRE, at maureen@advancementadvisorsgroup.com to learn how we can help your organization achieve fundraising goals while keeping your team energized and inspired.
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Maureen Mahoney Hill, CFRE, is the founder and principal of Advancement Advisors, a consulting firm dedicated to helping nonprofits strengthen their fundraising efforts.