This Year Feels Different—Here’s Why Your Annual Fund Strategy Should Too

Written By Kara Robertson

Never in my 20 years as a fundraiser have I seen this level of urgency around annual fund–type giving. Not since the pandemic years—when philanthropy pivoted sharply toward emergency relief and rapid-response needs—have organizations faced this kind of collective pressure.

I remember the 2013 government shutdown vividly. At the time, I was working in public health during the heated national debate over the Affordable Care Act. For more than two weeks, 800,000 federal workers were furloughed as Congress deadlocked over whether to fund or defund the ACA. It was a tense, uncertain period—but it was also temporary. We knew that once a deal was struck, staff would return, programs would resume, and operations would stabilize.

In 2025, that sense of temporary disruption is gone. With federal funding streams postponed, canceled, or permanently reduced, many organizations are now operating in a new reality—one where stability depends increasingly on individual giving. And while donors are still giving generously, the competition for their attention and trust has never been higher.

So, where are the bright spots? Where can your organization lean in—and how do you do it effectively?

1. Get Hyper-Clear on Your Priorities

If you can’t rattle off your top two or three organizational priorities—and specifically what you need help with—then it won’t be clear to your donors either. Vagueness is a killer right now. In times of uncertainty, people want focus. They want clarity about impact.

Example: WWF’s “Keep Nature Wild” Campaign
Visit their donation page and you’ll see exactly what clarity looks like:

“Wildlife and wild places are under threat. Your gift helps ensure nature can thrive—for people and wildlife, today and tomorrow.”

In one short sentence, they’ve answered the three donor questions that matter most:

What’s at stake? “Wildlife and wild places are under threat.”

Why now? “Today and tomorrow.” It’s time-bound and urgent.

What happens if I give? “Nature can thrive.” It paints a vivid, hopeful picture.

That’s clarity in action. There’s no jargon, no buzzwords—just a direct connection between the donor and the difference they can make.

2. Build an Annual Fund Community, Not a Transaction

The organizations winning right now are the ones treating their annual fund as a movement, not a bucket. This is about creating a community of believers—people who can describe in their own words what you do and why it matters.

Example: CARE USA’s Approach
CARE doesn’t just ask you to “donate.” They invite you to fight poverty and save lives. Their donation form even shows what typical gifts do:

$25 provides emergency food for a family in crisis.

$200 helps a woman launch a small business.

$500 supports a clean water system for an entire community.

They even show that the average gift is $200. That kind of transparency builds trust—and belonging. It says, “Here’s what most people in our circle give,..join us!”

When your supporters see themselves as part of a shared story rather than a transaction, your annual fund becomes a movement people want to grow.

3. Simplify to Strengthen

For years, I said events were the biggest drain on nonprofit resources. But in 2025, the problem is broader: too many organizations are trying to do everything —LinkedIn, Facebook, Instagram, TikTok, Website videos, events, theme days, virtual fundraisers…the list goes on and on.

Spreading too thin doesn’t just dilute impact—it confuses your supporters.

This is the year to simplify. Pick a few things to do exceptionally well and double down on them. That kind of focus builds confidence, and confidence builds giving. Even large, complex organizations like WWF and CARE keep their core appeals simple. Despite hundreds of programs behind the scenes, their messaging feels unified, urgent, and focused on one clear promise.

4. Treat Your Year-End Campaign Like a Special Event

Don’t let your year-end appeal just “happen.” Craft it like a campaign—because it is one. Give it a name, a theme, a clear start and end date, and visible champions.

When you give your campaign shape and energy, it communicates importance.

Paint the Picture Example
Instead of saying:
“Your donation supports our education programs.”

Try:
“Without your help, 40 children will start school without the therapy they need to walk, speak, or play alongside their peers. With your gift, those same students will take their first steps toward independence.”

The difference? One lists a need; the other shows impact. The donor can see the before and after—and that’s what motivates giving.

If you plan it right, your annual fund drive can raise as much (or more) than your next gala—without the caterers or table linens.

5. Lead with Clarity, Conviction, and Community

2025 is not the time to “wait and see” how donors respond. It’s the time to lead.

If you show clarity (what matters most), conviction (why it must happen now), and community (how people belong in the solution), you’ll not only meet your goal—you’ll strengthen your organization’s foundation for the long run.

The nonprofits that do will emerge stronger, more connected, and more sustainable than ever before.

Free Tools and Resources to Help You Plan

The good news? You don’t have to reinvent the wheel. There are excellent free resources available right now to help sharpen your year-end and annual fund strategy:

Even a quick scan of these can give you the spark—or structure—you need to take your annual giving campaign from “routine” to remarkable.

Happy planning. 🎉

Kara Robertson
Next

How to Start a Planned Giving Program at Your Nonprofit (and Why You Should)