Nonprofit Marketing Trends To Keep An Eye On In 2025

From AI-driven strategies to the resurgence of physical mail, nonprofit marketing is in the midst of a dynamic shift. Nonprofits that stay ahead of the curve on the latest technology and trends can boost their efficiency, strengthen community connections, and make powerful strides toward their missions.

As competition for donors’ attention grows, understanding and adapting to these trends could be a game-changer for your organization’s marketing and fundraising efforts. To help rethink your outreach approach, we’ll explore four pivotal marketing trends reshaping nonprofit strategies. 

1. Increased investment in digital advertising.

Nonprofits invested 11% more in digital advertising in 2024 than in the previous year. Through digital ads, nonprofits can access advanced targeting features and have a measurable way to track campaign performance, enabling organizations to maximize their return on investment.

If you want to leverage digital advertising, look into these key channels:

• Search Ads: Search ads have the highest ROI of all advertising channels, raising $2.23 for every dollar spent. You can promote valuable pages like your donation form within search results for mission-related keywords. The Google Ad Grant also alleviates upfront expenses, lowering barriers to entry and maximizing ROI. Any nonprofit that meets the Google Grant eligibility criteria receives up to $10,000 in credits to spend on Google Search Ads.

• Display Ads: As a part of Google Ads, Display Ads include banners, images, and videos that appear across websites that are part of Google’s Display Network. That includes more than 2 million websites, videos, and apps, including Google-owned properties like YouTube.

• Social Media Ads: Platforms like Facebook and Instagram offer targeting options to reach specific audiences based on their interests, demographics, and behaviors. Paid ads on social media include boosted posts, video ads, carousel ads, and Story ads.

• YouTube Ads: Video ads on YouTube are a powerful way to connect with your audience. Create impactful videos that highlight your mission and call for donations. Then, leverage YouTube's targeting options to reach users based on their viewing habits, interests, and demographics.

To get the most out of digital advertising, start by identifying your nonprofit’s target audience and selecting channels aligned with your goals. If eligible, apply for the Google Ad Grant to reduce costs, and regularly monitor campaign performance to improve your results.

2. AI and automation. 

Artificial intelligence (AI) and automation have transformed many aspects of our daily lives, including how nonprofits market their missions. These tools streamline processes, enhance personalization, and improve efficiency.

AI, in particular, is effective for creating and personalizing content as well as predicting donor behavior. Meanwhile, automation helps organizations engage with supporters and streamline repetitive tasks, reducing manual effort and allowing staff to focus on higher-level strategic work.

Types of AI and automation related to marketing include:

• Generative AI: Tools like ChatGPT help nonprofits create marketing content, such as emails and social media posts. For the best results, provide your AI tool with background information about your mission and audience, and specify your preferred tone and format. This enables AI to produce content that aligns with your organization's voice, minimizing the amount of edits needed to create content that will resonate with your supporters.

• Marketing Automation: With the right tools, you can automate repetitive tasks related to everything from email to social media. For example, email automation tools automatically send targeted emails based on specific triggers, such as predefined schedules or user actions like donating.

• AI Chatbots: Add a chatbot to your website to provide real-time assistance to users. Configure your chatbot to answer common questions about your mission and guide users to the information they’re looking for.

• Predictive Analytics: The nonprofit consulting experts at BWF explain that predictive analytics tools use data, statistical algorithms, and machine learning to anticipate future outcomes based on past data trends. In other words, these platforms analyze donor data to forecast future giving behaviors, enabling nonprofits to identify potential high-value supporters and tailor outreach strategies to better motivate donors.

As AI and automation become more integrated into our daily lives, nonprofits should focus on ethical data usage. Prioritize protecting donor privacy and using data responsibly in your marketing and communications efforts to build trust with supporters.

3. A shift back to physical mail.

In response to one survey, 81% of brands said they plan to increase their direct mail budgets in 2025. In today’s technological age, direct mail cuts through the digital clutter. A physical postcard, brochure, or letter offers a personal touch that the digital space can’t replicate. Because of the tangible connection it forms, this channel often leads to higher engagement and response rates.

To make the most of direct mail, follow these best practices:

• Include a return envelope. When sending appeals, simplify the donation process by including a pre-addressed envelope that makes it easier for supporters to give.

• Add a clear call to action. Tell supporters exactly what you need them to do to support your cause, whether it’s donating, volunteering, or attending an event.

• Use an eye-catching design. Capture attention with stand-out headlines and high-quality images in each piece of mail. The USPS offered its Tactile, Sensory, & Interactive (TSI) Promotion again in 2025 to encourage people to incorporate innovative techniques into their mail. Create a multi-sensory experience by using features like pop-ups, specialty inks, and infinite folds.

Physical mail and digital marketing don’t have to be mutually exclusive; they can actually complement each other. Bridge the gap between physical and digital by creating integrated marketing campaigns. For instance, you might send a mailed donation appeal about your disaster relief efforts after a major tornado in your community. In that letter, you might include a QR code or link that recipients can use to pull up your digital donation page.

4. Video content dominance.

Video content continues to dominate online platforms, with a significant portion of users preferring video over other content types. Getting Attention’s nonprofit marketing guide explains that this channel excels at appealing to people’s emotions and keeping them entertained. Not to mention, 51% of people are more likely to share videos than any other type of marketing content.

To hop on this marketing trend, you might do the following:

• Share video impact stories of individuals or communities positively affected by your programs.

• Feature recorded testimonials from donors, volunteers, or beneficiaries who can speak authentically about their experiences with your organization.

• Livestream fundraising events and community gatherings, or share event highlights afterward.

• Create thank-you videos to acknowledge individual supporters or groups of donors, volunteers, or advocates.

• Offer a behind-the-scenes glimpse into your nonprofit’s daily operations or a special project.

• Produce videos that educate your audience on topics related to your cause.

Think about which platforms you’ll post content to. You might post to YouTube, Instagram Reels, or other social media channels, each offering unique opportunities for engaging your audience with video.

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Effective fundraising plans start with a clear assessment of your organization's current situation. From there, you can set realistic goals, develop fundraising streams, and adjust your plan to respond to changing external or internal factors. 

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