April 24, 2025 In Fundraising, By Dan Reed, CFRE

Nonprofit Fundraising Best Practices: A Comprehensive Guide & Checklist

Introduction

This guide brings together key themes and actionable strategies designed to help nonprofits achieve sustainable fundraising success. From the fundamentals of strategic planning and goal setting to the latest digital tactics and innovative trends, you’ll discover practical tips that can be adapted to your unique mission and donor base.

Whether you’re looking to optimize your website, refine your email campaigns, leverage social media, or explore disruptive ideas, this guide provides a roadmap to boost donor engagement and revenue growth.

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1. Strategy & Planning

Successful fundraising starts with a strong strategy.

Set specific, measurable, achievable, relevant, and time-bound objectives. Whether you’re aiming to raise a certain amount for an end-of-year campaign or to expand a program, clear targets drive focus and accountability.

Segment donors into new, recurring, and lapsed categories to tailor messaging and outreach. Understanding donor motivations enables more personalized and effective appeals.

Implement a cohesive fundraising strategy that combines:

  • Email outreach with targeted messaging
  • Social media engagement (organic + paid campaigns)
  • Optimized website landing pages with a frictionless donation process
  • Direct mail or in-person touchpoints for a holistic donor experience

For more insights, check out our Nonprofit Fundraising Strategies guide.


Lean on Key Performance Indicators (KPIs) to guide your strategy and measure success throughout the campaign. KPIs such as:

  • Donor retention rates
  • Average donation size
  • Conversion rates on fundraising emails & ads
  • Lifetime donor value (LTV)

Tailoring your communications and touchpoints for each stage (from initial contact to long-term stewardship) increases engagement and sustained giving.

Transparency and ethical fundraising are non-negotiable. Following best practices in donor stewardship builds long-term credibility. Reference the Council of Nonprofits Ethical Fundraising Guide for key guidelines.

The fundraising landscape evolves rapidly. Remain flexible and ready to pivot tactics—for example, refining messaging based on current events or testing different calls-to-action—to ensure your strategy stays relevant.

2. Digital Fundraising Essentials

Digital channels are at the heart of modern fundraising. An effective digital strategy spans from optimizing your online presence to employing targeted advertising and email campaigns.

Website & Mobile Optimization


Keep your donation process simple, mobile-responsive, and secure. A dedicated “donate” button and a clean landing page help minimize friction.

Ensure your nonprofit ranks high on search engines and integrates social proof (testimonials, impact stories).

Use tools to monitor conversion rates and adjust your digital assets as needed. Track goal completions—from ad clicks to successful donations—to refine your approach continuously.

Paid Media & Tools


Leverage Google Ad Grants for Year-End Fundraising to target specific donor segments using remarketing lists (Customer Match). This helps you reach recent, lapsed, and non-donors precisely when they search online.

Accept Apple Pay, Google Pay, PayPal, and Venmo to simplify the donation process.

Use remarketing lists to re-engage past visitors who didn’t complete their donation.

With increased competition (especially at year-end), concentrate your paid media on high-impact periods (Giving Tuesday and the last week of December) and use data to refine targeting.

Email Fundraising That Converts

Email remains one of the most effective fundraising channels when executed well.


Use a proven “Problem → Solution → Ask” formula. Quickly state the challenge, explain how your organization is addressing it, and then make one clear call-to-action.

Tailor messages to donor segments. Customize subject lines, content, and donation options based on past giving behavior and specific interests.

Keep emails easy to scan, use bullet points or short paragraphs, and include bold, direct calls-to-action that drive clicks to your donation page.This

Experiment with different send times, subject lines, and content formats. Analyze open rates and conversion data to improve future campaigns.

For in-depth email strategies, read our Fundraising Emails That Actually Raise Money.

3. Social Media & Peer-to-Peer Fundraising

Your supporters are your biggest asset—empower them.

Facebook Fundraising

Leverage Facebook’s Built-In Tools:

Use Facebook Fundraisers, Donate buttons, and post-donate features. These tools allow supporters to give without leaving Facebook and can be tied to special events like Giving Tuesday.

For inspiration, check out our How to Make Facebook Fundraising Work For You post.

Engage Influencers & Board Members:

Encourage board members and influencers to host fundraisers on your page. Successful campaigns have shown that when leaders get involved, average donation amounts can double.

Integrate with Other Channels:

Cross-promote Facebook campaigns through email and other social networks to drive awareness and ensure a consistent message.

Additionally, our article How to Leverage Facebook Fundraising provides further strategies for maximizing impact on this platform.

Peer-to-Peer Fundraising

Empower Your Supporters:

Invite supporters to create their own fundraising pages on behalf of your organization. Provide toolkits (email scripts, social media copy, and graphics) to help them tell your story effectively.

Segment & Nurture:

Differentiate between converting existing supporters into fundraisers and reaching their broader networks. Provide ongoing support and celebrate milestones to maintain engagement.

Feedback & Follow-Up:

After the campaign, thank all fundraisers personally and gather feedback to improve future peer-to-peer efforts.

Learn more from our Peer-to-Peer Fundraising: How to Connect with Supporters at Scale post and our Peer-to-Peer Fundraising Guide.

For a quick guide on donor messaging, see our Three-Step Formula for Writing a Great Fundraising Email.

4. Year-End Fundraising Best Practices

Because the last 6 weeks of the year can drive 30% of annual donations.


Focus on critical periods like Giving Tuesday and the final days of December. Create urgency with time-limited matching gift offers and clear deadlines.

Promote matching donation opportunities to multiply impact. Clearly explain how a donor’s gift will go further when matched by corporate or foundation funds.

Use real-life stories and tangible giving levels to show donors exactly how their contributions make a difference. For example, explain what a $250 gift can provide in terms of services or equipment.

Coordinate year-end appeals across email, social, paid search, and even direct mail. Consistency across channels reinforces your message and expands reach.

Review previous year-end campaigns to identify successful tactics. Track metrics like revenue per email, conversion rates on donation pages, and donor retention to refine your approach.

Download: Fundraising Year-End Planning

5. Building a Robust Individual Giving Program

Creating a strong individual giving program is crucial for nonprofits—not only to secure a reliable source of revenue but also to generate unrestricted gifts that empower your organization to innovate and respond flexibly to emerging needs.

Why It Matters:
Unrestricted gifts provide the freedom to allocate funds where they’re needed most, whether for operational expenses, new initiatives, or filling unexpected gaps. A diverse base of individual donors can create a stable financial foundation, reducing reliance on grants or restricted funds.

Best Practices to Build an Individual Giving Program:


Identify potential donor segments, from small, recurring givers to major donors. Understand their motivations and giving history to tailor your approach.

Clearly articulate why unrestricted gifts matter. Highlight success stories and demonstrate how flexible funding drives impact and innovation.

Use direct mail, email, social media, and events to engage donors. Consistency across channels builds trust and reinforces your mission.

Cultivate long-term relationships through personalized communication, regular updates, and thoughtful stewardship. Consider setting up donor clubs or exclusive events to deepen engagement.

Provide multiple ways to donate, from one-time gifts to monthly contributions. Digital tools and easy online platforms can streamline the donation process.

Use analytics to track donor behavior and campaign performance. Regularly review and adjust strategies to improve donor retention and growth.

6. Building Corporate Partnerships to Diversify Funding

Diversifying funding streams is essential to reduce overreliance on any single source, such as federal grants. Corporate partnerships can provide new revenue streams, in-kind support, and opportunities for collaborative impact while aligning your mission with corporate social responsibility (CSR) goals.

Why It’s Important:
Corporate partnerships not only inject financial resources but also enhance your organization’s profile and credibility. By aligning with companies that share your values, you can tap into new networks and mitigate risks associated with a narrow funding base.

How to Build Corporate Partnerships:


Look for companies whose CSR initiatives align with your mission. Focus on businesses that have a track record of supporting nonprofit initiatives.

Develop sponsorship packages that offer clear value—whether through brand exposure, employee engagement opportunities, or measurable community impact.

Use networking events, industry conferences, and direct outreach to connect with corporate decision-makers. A personalized approach that demonstrates how a partnership can achieve mutual goals is key.

Highlight case studies or success stories from past or current corporate partnerships. This builds confidence in your capacity to deliver results.

Regular updates, joint initiatives, and collaborative events help strengthen the relationship. Transparency and measurable outcomes will keep partners engaged over the long term.

Aim for a mix of small, medium, and large corporations to avoid overreliance on a single funding source. This diversity not only stabilizes your revenue but also broadens your organization’s network and influence.

7. Innovation & Future Trends

Nonprofit fundraising is evolving—staying open to disruption and new ideas is essential to long-term success. Stay ahead of the curve with disruptive ideas.

  • Embrace Disruption: Challenge traditional models (like the classic child sponsorship model) by exploring innovative approaches that empower recipients and re-balance the donor–beneficiary dynamic. Our post We’re Ready for More Disruption in Fundraising explores this mindset in depth.
  • Integrate Technology & AI: Use artificial intelligence to refine prospecting, personalize communications, and automate routine tasks. These tools can help you predict donor behavior and optimize ask amounts in real time.
  • Trust-Based Philanthropy: Shift toward models that give nonprofit leaders greater autonomy. Focus on providing unrestricted, multi-year support and reducing administrative burdens, which fosters deeper trust and long-term impact.
  • Moves Management: Adopt moves management techniques to nurture donor relationships over time. By tracking individual donor “moves” from cultivation to solicitation, you can create more tailored and effective engagement strategies.
  • Sustainable Diversification: Look beyond one-time appeals. Develop recurring giving programs, diversify revenue streams (including events, merchandise, and crowdfunding), and ensure your fundraising is resilient even in economic downturns.

For a forward-thinking view on fundraising strategies, see our Nonprofit Fundraising Strategies post. Also, discover our overall Digital Fundraising for Nonprofits service page to learn how our approach integrates all these elements.

Conclusion

Nonprofit fundraising today demands a holistic, multi-channel approach built on strategic planning, digital innovation, personalized communication, and a willingness to evolve. By:






…your organization can not only meet its financial targets but also build a sustainable, resilient fundraising program that deepens donor relationships and maximizes impact over the long term.

This guide synthesizes tried-and-true best practices with fresh insights from current industry trends. Adapt and refine these strategies to suit your mission, and you’ll be well on your way to fundraising success in 2025 and beyond.

For additional insights or tailored support, please reach out to our team.