Donors Are Changing—Is Your Nonprofit Keeping Up?
- Jazlynn Mays
- 7 days ago
- 3 min read
The latest 2025 Donor Behavior & Giving Trends Report from Zeffy is here, and let’s just say—it’s a needed reality check for nonprofits.
Donors aren’t ghosting. But they are expecting more: more clarity, more connection, and a much smoother experience when it comes to giving.
Zeffy surveyed 1,000 donors and laid out the biggest reasons people don’t give—and how nonprofits can fix it. And at The Asé Group, we pay close attention to insights like this because they help us make marketing, fundraising, and operations easier for the organizations we support.
Below, we’re breaking down the top five donor frustrations—and offering practical tips you can apply right now.
1. Donors Don’t See Their Impact Clearly
Only 36% of donors say they understand how their money is used.
Why this matters: If folks don’t see what their dollars actually do, they’re less likely to give again. It’s not that they don’t care—it’s that they don’t feel connected to the outcome.
Try this:
Add specific examples to your donation form (e.g., $50 = 3 nights of shelter).
Use simple visuals or charts to show how funds are allocated.
Share real-life stories from people impacted by your work. Numbers are good, but stories stick.
2. You’re Not Tapping Into Emotion
Emotional connection ranked #1 as the reason people donate—above urgency, transparency, or logic.
Why this matters: People don’t just give to good causes—they give to causes that move them. If your messaging feels too transactional or generic, you’re missing a key opportunity to build deeper relationships.
Try this:
Share more personal stories from your community—not just stats and calls to action.
Look to your inbox, DMs, or community groups for authentic stories to tell.
Treat donors like future advocates, not just one-time supporters.
3. Overhead Confusion = Donor Distrust
Zeffy found that 42% of donors think nonprofit leaders are overpaid, and 31% think too much money goes to fundraising and marketing.
Why this matters: This kind of misinformation can seriously hurt donor trust. Even if your org is doing everything right, these assumptions might be costing you support.
Try this:
Be transparent: Show how your overhead supports impact.
Talk about why paying staff, investing in comms, and using the right tools actually grows your mission.
Use low-fee or fee-free platforms (like Zeffy) and explain how you’re maximizing every dollar.
4. Donation Platforms Still Feel Sketchy
40% of donors said they’ve chosen not to give because they didn’t trust the donation platform.
Why this matters: Even if they love your mission, people won’t give if the process doesn’t feel safe or clear.
Try this:
Choose trusted, donor-friendly platforms (again—Zeffy is a great one).
Explain how the platform works and whether there are any fees.
Let supporters know where their money is going before they ask.
5. The Giving Process Feels Clunky
Too many clicks. No mobile option. Payment methods missing. It’s 2025—and people expect giving to be quick and easy.
Why this matters: If donating takes more than a minute, you risk losing people. And let’s be real—your cause is too important for tech issues to be in the way.
Try this:
Keep your donation form short and clean—only ask for the essentials.
Make sure it works well on mobile (and test it!).
Offer modern payment options like Apple Pay, Google Pay, and PayPal.
Final Thoughts: It’s Time to Evolve Your Fundraising
Your mission is powerful—but in 2025, mission alone isn’t enough. Donors are thoughtful, informed, and expecting an experience that reflects your values.
That means clear communication. Easy giving. Emotional connection. Transparency at every turn.
When you align your donor experience with what people actually want and need—you don’t just raise more money. You build trust. And trust is what creates lasting impact.
Need help turning these insights into strategy?
We got you. At The Asé Group, we help nonprofits build storytelling campaigns, seamless systems, and donor journeys that actually work.
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