August 8, 2025 In Ad Grants, Email, Marketing Technology, Paid Media, SEO, Social Media, By Media Cause Team

Top 5 Digital Marketing Trends + Insights from the First Half of 2025

Table of Contents

Over the past six months, nonprofit marketers and fundraisers have faced a rapidly evolving digital landscape, marked by rising ad costs, shifting supporter behaviors, and the growing influence of AI across every touchpoint.

This blog highlights key observations from our clients, account teams, and sector-wide industry news, and ranks them based on their current impact, growth potential, and relevance.

 

 

Data + Tech

  • AI adoption is increasing: AI tools are boosting SEO performance, particularly for non-brand keywords, and helping accelerate content production, although QA is still necessary.
  • Better data control: Middleware and webhooks are effectively replacing native integrations, and technical debt is causing urgent needs for platform support.

Data and technology are still cornerstones of effective marketing. With AI-driven personalization, automation, and advanced analytics (like predictive modeling and donor journey tracking), organizations that integrate robust data strategies can dramatically improve efficiency, impact, and ROI.

 

 

Email

  • Email deliverability is dropping: Spam filtering has increased despite no confirmed algorithm changes, especially in Gmail inboxes.

Email remains the most cost-effective and conversion-rich channel. Its power lies in automation, personalization, and retention. In 2025, email’s evolution includes AMP emails, AI-written copy, and dynamic content tied to real-time data. When paired with a strong data stack, email becomes a primary driver of engagement and fundraising.

 

Fundraising

  • Fewer donors, larger gifts: Donor counts are dropping, but giving totals are holding steady thanks to bigger donations.
  • Diversification is key: Fundraising events and strategic tactics, like urgent issue framing, are driving better performance.
  • TikTok shows promise: Early tests are converting leads for youth-focused programs.
  • Health orgs face new ad restrictions: Google’s policies around personalized ads are impacting targeting.

Though not a channel per se, fundraising strategies are being reshaped by technology, donor expectations for transparency and impact, and generational shifts (especially Gen Z and Millennials). Digital-first campaigns, peer-to-peer tools, and real-time donation tracking are must-haves in 2025.

 

 

Google Ads/Ad Grants

  • Google Ads costs are up: CPCs remain high, conversion performance is softer, and automation is shifting advertiser control.
  • AI-generated search is impacting behavior: “Zero-click” searches are standard in info-heavy sectors. Branded AI panels are increasing impressions but reducing keyword clickthrough.
  • AI Max features are emerging: Google is testing new advertiser-level AI controls, but they haven’t been widely tested yet.

Google Ads (especially the Ad Grant for nonprofits) remains a powerful inbound tool, but the space is getting more competitive. Automation, responsive search ads, and Google’s AI-driven targeting offer great potential, but only if they are used with effective landing pages and conversion funnels.

 

 

Creative Trends

  • Minimal + retro designs are trending: Function-forward and nostalgic styles dominate the current landscape.
  • Short-form, human storytelling performs best: Audiences are drawn to relatable, emotionally resonant content. AI-generated storytelling and visuals often feel less authentic and fail to resonate.
  • Animation is rising: Tools like Canva make animation easier, especially in deliverables with tight turnaround times.

Visuals, video, interactivity, and brand storytelling are increasingly important for cutting through digital noise. TikTok-style storytelling, user-generated content (UGC), and immersive formats like 3D/AR are gaining traction. Inclusive, localized, and emotionally resonant creative matters more than ever. However, creative execution is only as effective as the data and channel strategy it’s built on.

 

Honorable Mention: Community Engagement

  • Community-first is rising: Organizations are shifting from top-down strategies to grassroots approaches, aligning with evolving funding expectations.
  • Narrative entry points matter: Values-based messaging can remain inclusive by creating multiple ways for audiences to connect.

Community engagement, while important, is a slow-burn strategy. It builds loyalty and long-term advocacy, but it’s harder to scale and track than other tactics. In 2025, it plays a powerful role in brand trust, but doesn’t deliver fast or scalable conversions.

 

Key Takeaways

  • Fundraising Is Resilient But Changing: Bigger gifts from fewer people and event diversification are the new norms.
  • Search + Email Are Shifting: AI is changing how users interact with search and email platforms, creating cost and visibility challenges.
  • AI + Tech Are Double-Edged Swords: Helpful for scaling, but can amplify existing tech debt or feel inauthentic if not used thoughtfully.
  • Strategy Must Center Community: Engagement, funding, and impact strategies increasingly rely on deeper community alignment, not just broad awareness.
  • Creative Authenticity > AI Flashiness: Human connection still cuts through the noise in a crowded, skeptical media landscape.

 

Need Help Navigating the Shifts in Digital Marketing + Fundraising?

We’re here to help. Whether you’re looking to maximize your fundraising campaigns, improve ad performance, deepen supporter engagement, or untangle your tech stack, our team combines empathy with deep expertise to move your mission forward.