Diversify Everything: Key Takeaways from the 2025 Nonprofit Marketing Survey
Based on insights from 500 nonprofit organizations navigating an uncertain landscape
Hot Takes from The 2025 Nonprofit Marketing Survey
500 nonprofits have spoken! Feathr polled nearly 500 nonprofit professionals about their biggest wins, losses, challenges, and strategies over the past year, and we’re sharing their lessons with you. Feathr's Kimberly Bottom breaks down the highlights + practical applications you can bring to your nonprofit. Diversify your… everything! Is your nonprofit relying too much on one revenue source, like major donors or government grants? Is your outreach strategy to find and engage supporters one-dimensional? Learn how multi-channel marketing can get your message in front of more people, more often, so you can recruit new donors + generate sustainable, unrestricted revenue. Keep the donors you have. If you feel like you’re struggling to retain donors, you’re not alone. But this is a critical metric to improve, since retaining donors costs less than acquiring new ones.
Take home examples of tested strategies, from email to digital advertising and more, that turn one-time givers into champions of your cause. Navigate uncertainty with confidence. In this season of change, analysis paralysis can take over but inaction is rarely the answer. Uncover how to focus on your controllables and invest in the right action strategies, even amidst budget constraints.
Presenter: Kimberly Bottom, Feathr: LinkedIn
The Current Reality
2025 has been turbulent for nonprofits. Federal funding freezes, donor hesitancy, and rapidly evolving technology have created unprecedented challenges. Yet the data from Feathr's annual Nonprofit Marketing Survey reveals clear paths forward for organizations willing to adapt.
Three Critical Areas for Diversification
1. Marketing Channels: Beyond Direct Mail
While nearly 60% of nonprofits plan to maintain their direct mail strategy, the landscape is shifting. Direct mail remains effective for older, major donors but comes with rising costs and limited trackability. The key is strategic integration:
Add digital components to physical mail (QR codes for tracking)
Reserve direct mail for major donors only
Supplement with digital advertising, particularly website retargeting
Website retargeting emerged as the most underutilized opportunity. Most nonprofits admit they don't reach the hundreds or thousands of anonymous visitors browsing their sites. Donation dropout ads—targeting people who visited donation pages but didn't complete transactions—represent the single most effective retargeting strategy.
2. Audience: Preparing for the Great Wealth Transfer
Baby Boomers still comprise nearly 50% of nonprofit donors, but an estimated $18 trillion will transfer to charity over the next two decades. The survey reveals a striking pattern: while younger generations donate less, they volunteer more. Millennials and Gen Z represent the largest volunteer segment.
Winning strategies for younger donors:
Focus on mission impact over organizational loyalty
Use digital advertising alongside (not instead of) social media
Include Millennials on advisory boards
Cultivate relationships through volunteering before major giving capacity develops
3. Revenue Sources: The Shift to Individual Donors
Individual donors topped funding sources, with grant funding a close second. Given current uncertainties around government funding, the strategic shift toward individual donors offers more flexibility and stability.
Recurring giving emerged as a significant missed opportunity. While 74% of surveyed nonprofits have recurring donor programs, only 4% consider it a primary funding source. This suggests inadequate investment in building these programs when monthly giving represents an easier ask for younger donors with limited disposable income.
Retention: The Automation Advantage
Donor retention rates have either stayed flat or declined, but technology offers solutions. Email drip sequences can automatically nurture donors beyond the initial "thank you," sharing impact stories and maintaining engagement without overwhelming staff.
The combination of email and advertising—"multi-channel marketing"—keeps organizations visible across the 8+ hours people spend online daily, not just in their inbox.
Navigating Uncertainty with Data
When presenting new marketing initiatives to leadership, focus on trackable metrics beyond just donations:
Net new audience reached
Website traffic increases
Click-through rates
Email engagement
The survey showed that difficulty tracking results was the second-biggest barrier to multi-channel marketing, after budget constraints.
The Bottom Line
The most significant finding may be this: less than 10% of nonprofits avoid digital marketing entirely. Organizations not using digital channels for at least some efforts are now behind the curve.
Marketing isn't overhead—it's strategic infrastructure. As Kimberly noted, "If you're throwing a great party and don't send out invitations, nobody's coming."
The path forward requires intentional diversification across channels, audiences, and revenue sources. Start with one strategy, test it for 1-3 months, and scale what works. The data will tell the story.
