2024 Philanthropy Update End-of-Year Fundraising Trends to Watch 

As we approach the close of 2024, fundraising professionals prepare for the year's busiest donation season. While end of year giving is a consistent trend, what has changed in recent years is our use of technology to drive our fundraising efforts. Here's a look at the key technology trends defining end-of-year giving in 2024.

1. AI and Data Analytics

Artificial Intelligence (AI) and data analytics are transforming many fields, including fundraising. AI can help analyze vast amounts of donor data, build predictive models, and automate donor communications. Data-driven insights allow organizations to segment their donor base more effectively, ensuring the right message reaches the right audience at the perfect time. A technology-driven approach can result in higher engagement and more successful campaigns.  

2. The Power of Social Media in Fundraising

While we are still not seeing a large percentage of gifts made online, social media remains a powerful platform for sharing your mission and reaching a broad audience. In 2024, short-form video continues to dominate, offering an engaging way to tell compelling stories and mobilize support.

3. Recurring Giving Continues to Rise

Recurring giving, always popular with public media and radio, has been growing in arts and culture, and many companies are seeking ways to enroll donors in recurring giving programs online. Overall, recurring giving provides convenience for both the donor and the institution, receiving a steady stream of income. Highlighting the simplicity and impact of becoming a recurring donor is a key strategy for nonprofits this year.

4. Mobile-First Fundraising

Mobile device usage isn't slowing down in 2025! Nonprofits can only afford to have a mobile experience that is as good as their desktop website. Mobile-friendly donation pages make it easy for donors to contribute on the go, so mobile optimization is critical.