Learn more about analytics and research best practices, as well as real world examples and solutions for nonprofits.


Jan 9, 2019

Fundraising Trends for 2019

Last week, Analytical Ones completed its survey of fundraising professionals to gain insights on trends for 2019.

Overall, the outlook among fundraising professionals is mixed. As many expect a good year as those who are forecasting it will not be a good year.

As one respondent stated, a good year may come down to planning:
“Modest growth will come to organizations with strategic fundraising programs.”

When asked about the most important trend in fundraising for 2019, it was unsurprising that the stock market’s recent downturn was top of mind. Half of the respondents identified this as the most important trend for the coming year.

The two other second-tier trends mentioned in the survey were: Fundraising Channels, and the Tax Law changes.

Here are two of the direct quotes from the fundraising professionals who took the survey:
“A global recession could cause a significant impact on giving.”
“Whether people will begin to bundle donations and not give every year, but change to another giving pattern.”

External forces lead the responses when participants were asked about their biggest concern for the coming year.

In short, fundraising professionals have many concerns right now. We all know in times of uncertainty, donors tend to give less. Let’s hope our panel is wrong, but the general consensus is that it may be a bumpy year.

The Regression to the Mean has Begun

A year ago, all of us in the business of fundraising were nervous. Lockdowns were taking place across the world, there were shortages of toilet paper and no one was sure how donors would respond. No one could have predicted that donors would respond in a such an...

read more

December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://www.analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

read more

Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

read more


© 2021 Analytical Ones