8 key trends shaping advancement in 2025

As I look at 2025, I’m struck by how much opportunity lies ahead for advancement teams. With new technologies transforming how we work and donors’ expectations evolving fast, it’s clear we’re in a moment of change. Here’s a look at some of the trends shaping the future of higher education fundraising—and how to prepare for the year ahead.

Technology will reshape how advancement teams engage and fundraise.

When I think about how much technology has changed over the past few years, it’s hard to imagine working without it. AI, integrated data systems, and video platforms have become critical components of a successful advancement strategy. In 2025 and beyond, teams that embrace these tools will find new ways to streamline their work and connect more effectively with donors.

Trend 1: AI and automation will revolutionize workflows.

Artificial intelligence has quickly gone from being a buzzword to a practical tool that’s reshaping our daily work. Tools like ChatGPT, Grammarly, and DonorSearch AI are helping teams personalize donor outreach, optimize messaging, and free up time for high-impact work. As these tools become more integrated into fundraising strategies, it’s important to use them responsibly and effectively. But teams that start using AI tools now will be better equipped to integrate them deeper in the future.

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Trend 2: Integrated data systems will strengthen donor connections.

Juggling data across multiple platforms has often been the norm for advancement, but it won’t be sustainable moving forward. Teams that prioritize centralized and integrated data systems will have an advantage in personalizing outreach, tracking donor behavior more effectively, and growing engagement. Whether your team is evaluating a new CRM or optimizing the systems you already have, refining your data strategy should be a key focus area.

Trend 3: Video storytelling will become even more crucial.

Video has already transformed donor engagement, and its role will only grow in the years ahead. Younger donors expect video and multimedia content that makes them feel something. From showcasing a student’s journey to illustrating the impact of a donation, teams that invest in video content will stand out and create a more inspiring donor experience.

Donors’ behaviors and expectations will continue to change.

Donor expectations aren’t what they were five years ago, or even last year. The teams that pay attention to these shifts and adjust their approach will be the ones that successfully engage new donors. At the same time, retention must be a priority. With fewer donors giving to higher education overall, you can’t afford to take your current donors for granted. The better we understand what donors expect from us, the better we will meet them where they are—and keep them engaged for the long run.

Trend 4: Donors need to feel seen and connected.

We’ve been talking about personalized communication in advancement for years, but surface-level personalization isn’t enough anymore. Dropping a donor’s name into an email won’t cut it—you need to understand what they care about and communicate with them at the right time, in the right way. That’s why those integrated data systems are so important. The teams that use data to recognize patterns and anticipate interests to engage donors in more meaningful ways will build the strongest relationships.

Trend 5: Giving patterns among younger donors will continue to be unpredictable.

Giving patterns are becoming less predictable. Younger donors engage differently—they favor TikTok over Instagram, amplify causes on social media, and often choose crowdfunding over traditional appeals. And when they decide to give, it’s on their own timeline, not based on your appeal calendar. That’s why keeping a close eye on their behaviors will be critical this year.

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Trend 6: Stewardship will be a deciding factor in donor retention.

The teams with the strongest retention rates are the ones that keep donors engaged in between fundraising campaigns—not just during them. Donors need to hear from you outside of appeals, whether that’s through campus updates, behind-the-scenes looks at projects, personal student stories, or exclusive event invitations. It could also be a quick email sharing a scholarship recipient’s journey or a short video highlighting a new initiative. Thoughtful, well-timed stewardship will be the difference between a one-time gift and long-term support.

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Strong relationships and messaging will define fundraising success

Fundraising success in 2025 will depend on building strong stakeholder relationships and ensuring messaging reflects the world donors care about. Advancement teams that invest in strengthening their networks—whether through deeper engagement with board members, volunteers, and campus partners or by staying attuned to social and policy shifts—will be better positioned to build trust and long-term support. Advancement teams can create more meaningful engagement and lasting impact by fostering these connections and aligning messaging with what matters most to donors.

Trend 7: Strong stakeholder relationships will drive success.

All the successful campaigns I’ve seen have one thing in common: a strong network of people behind them. Board members, volunteers, donors, and campus partners all contribute to making things happen. Strengthening these relationships will be valuable when it’s time to launch your next campaign.

Trend 8: Fundraising strategies will need to reflect the evolving social and policy landscape.

More than ever, donors are looking to support causes that align with their personal values—whether that’s social issues, policy changes, or broader global challenges. Advancement teams will need to stay informed on the conversations shaping the world around them and be ready to adjust messaging where it makes sense. This means ensuring that fundraising appeals, donor engagement strategies, and institutional messaging reflect what matters to your audience. Teams that take the time to understand these shifts and communicate with authenticity will be better positioned to build trust and long-term support.

Looking Ahead

There’s no one-size-fits-all approach to what’s next, but the teams that stay adaptable, pay attention to what’s working, and keep donors at the heart of their strategy will be the ones that move forward with confidence.

I’d love to hear what’s on your mind as you look ahead—what trends are you watching? What’s working (or not) for your team? Feel free to send me an email at [email protected] or connect with me on LinkedIn so we can keep the conversation going throughout the year.