Five MORE Fundraising Trends We Can’t Ignore in 2026
Last week, we shared with you some fundraising trends that were identified in two recent studies. On the surface, the overall trend looks positive, with fundraising revenue going up across the industry.
But below the surface, changes are apparent. Take a look at our discussion of the first five trends here, and then see below for what these additional trends mean for our work in fundraising.
1. Digital optimization is evolving
This isn’t our area of expertise, but we’re learning from our direct response friends and these studies that digital strategy is shifting in response to how people find information. Organic search traffic is declining. Donors are using AI-driven searches before ever clicking through to a website. Bad news: Fewer casual visitors are arriving on nonprofit websites. Good news: those who do are more intentional. This changes how organizations think about their digital presence, from landing pages to donation flows – it has to be AI-friendly.
2. Major donors are doing the heaving lifting
The data shows that 67% of nonprofit revenue comes from major donors. This goes back to revenue diversification. Major donors can drive strong results in the short term, but that high percentage of revenue also introduces risk. Any change in donor behavior may lead to a huge impact. That’s part of the reason we’re big on a strong donor pipeline that includes direct response, midlevel and major gifts working together.
3. TikTok is for awareness and dance moves, maybe not donations
Platforms like TikTok are growing rapidly, and organizations are utilizing the platform. Still, that’s not translating into fundraising success. The cost to generate a donation through TikTok is higher than other channels. Our take: social media is valuable for awareness and engagement. It is not, at least for now, the best acquisition tool or a primary revenue driver.
4. Direct Mail continues to be the steady base
Read that again. I know many of you are skeptic. You would think with so many digital findings that direct mail would be a concern. Instead, the benchmarks say direct mail remains steady. Revenue from direct mail increased again in 2025, and return on investment for active donors remains strong. It’s not the fastest-growing channel, but it is one of the most consistent. When integrated with digital outreach and a strong midlevel program, it’s a valuable part of a balanced fundraising strategy.
5.Year-End is still king
Finally, the benchmarks show that giving continues to be heavily concentrated at year-end. More than a third of annual online revenue is raised in December, with a large portion coming in the final days of the year. This pattern is not new, but it highlights a concern. Organizations can rely too heavily on year-end, leaving opportunities on the table throughout the rest of the year. Consistent engagement and relational fundraising programs drive both frequency and retention, which are essential for long-term sustainability.
In closing
There are a lot of good takeaways in these benchmark studies (the Virtuous 2026 Nonprofit Benchmark Report and the M+R 2026 Benchmarks Study). One overarching trend is that fundraising is not becoming more complicated. It is becoming more focused.
Attaining results isn’t about chasing every new channel or reacting to every short-term spike. It’s about investing in relationships, building consistency, and making intentional decisions about where and how to engage donors. The fundamentals haven’t changed: build systems, equip fundraisers, tell great stories and utilize smart, innovative tools.
Donors still want to feel connected. They still want to see impact. And they still respond to organizations that show up consistently and thoughtfully.