2026 Fundraising Trends for Nonprofits

The document is a report titled 'The Giving Signals Report 2026' that outlines the evolving expectations of donors and how nonprofits can respond effectively. It presents findings from a survey conducted among over 1,000 donors and 400 fundraising decision-makers, highlighting key motivators for giving, such as meaning, identity, and the desire to make a difference. The report details how trust in nonprofits remains strong, but emphasizes the importance of transparency and proof of impact to maintain donor confidence. It discusses the significance of convenience in the giving process and identifies potential friction points that could deter donations, such as unexpected fees. Additionally, the report notes generational differences in giving motivations, particularly among Millennials and Gen Z, who are increasingly driven by a sense of belonging and community involvement. The findings aim to guide nonprofits in adapting their strategies to better align with donor expectations and enhance fundraising efforts.