As I reflect on the changes in the philanthropic landscape over the past year, one thing is increasingly clear – the importance of communications in building the relationships that inspire philanthropy. Funding priorities may shift, but the value of connecting people to a mission remains constant.
A grant has a deadline.
A sponsorship has a defined term.
A donor relationship can last for years.
Yet organizations frequently devote enormous amounts of time to finding the next grant or funding opportunity while giving considerably less attention to the people already connected to their mission. That’s a missed opportunity.
According to Giving USA 2026, Americans contributed an estimated $617.2 billion to charitable organizations in 2025. Of that, $394.2 billion came directly from individuals—nearly 64% of all charitable giving. ¹ At the same time, retaining those donors remains a challenge. Data from the Fundraising Effectiveness Project continues to show pressure on donor participation, particularly among smaller-dollar donors. ² Together, these trends make a compelling case for investing not simply in donor acquisition, but in relationships.
Too often, fundraising is transactional.
We send an appeal because it is November.
We contact a donor because a campaign is beginning.
We reach out when we need something.
Sustainable fundraising reverses that sequence. It begins long before the ask. Organizations first need to build visibility and credibility, communicate their impact, and give people meaningful reasons to connect with their work. Then fundraising becomes a natural extension of that relationship.
Your donors should hear from you when you aren’t asking for money.
Tell them what their support made possible. Introduce them to the people behind the mission. Share success; explain a challenge.Invite your donors into the conversation.
Ask what matters to them. Most importantly, help them to understand not simply what your organization does, but why it matters.
That is how an occasional donor becomes an annual donor. How an annual donor becomes a monthly supporter. How a committed supporter can become a major donor, advocate, volunteer, board member, or legacy giver.
Because communications drive fundraising and the opportunity is relationship!
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Sources
- Giving USA Foundation. (2026). Giving USA 2026: The Annual Report on Philanthropy for the Year 2025. Researched and written by the Indiana University Lilly Family School of Philanthropy. Giving USA 2026: Key Findings.
2. Fundraising Effectiveness Project. (2026). Fundraising Effectiveness Project Reports Easing Donor Losses in Q1 2026 — But New Data Shows Growth Isn’t Sticking. Association of Fundraising Professionals, July 29, 2026. Read the report summary.