Mike Morris
January 9, 2025

The Future of Fundraising: Our Top Prediction for 2025

After a transformative year for social fundraising in 2024 (look at these 7 lessons to understand why!), it’s time to look ahead and share our top prediction for 2025: multi-platform, audience-tailored virtual Challenges will become the norm.

This prediction builds on the significant shift we saw last year—the “flippening,” where more money was raised through GivePanel campaigns using JustGiving than those directly on Facebook. This trend reflects a broader evolution: charities are meeting their supporters where they are most active and providing them with tailored fundraising solutions to fit them rather than the platform.

At GivePanel, we’ve expanded beyond Facebook Challenges—and even Facebook fundraising! Our goal is to help you turn your social media audiences, no matter the platform, into active fundraisers using tools that are easy to use yet incredibly effective.

Here’s how we see this playing out and how charities can use GivePanel to raise more money in 2025.

Prediction: Multi-platform campaigns will dominate

Fundraising isn’t one-size-fits-all—just like social media and fundraising platforms aren’t. The audience engaging with you on Facebook might look very different from the one connecting with you on LinkedIn or TikTok. Supporters want to engage with your nonprofit in ways that feel natural to them, whether it’s joining a challenge, donating, or sharing your cause with their networks.

But historically, bridging the gap between your audience and the right fundraising platform hasn’t been easy. Nonprofits face challenges like:

1. Limited data access from social media platforms, making it harder to understand your supporters’ preferences or measure success.
2. Fragmented communication tools, spread across multiple platforms, creating inefficiencies and proving challenging when it comes to maintaining consistent messaging.
3. Platform-specific differences, requiring tailored approaches that can strain resources and expertise.
4. Difficulty tracking and analyzing cross-platform performance, leading to missed opportunities to improve campaigns.

As social and digital fundraising continues to evolve, nonprofits need solutions that simplify these complexities and turn multi-platform engagement into an advantage. With the right tools and strategies, connecting the dots between your audience and the platform they love most can unlock new fundraising opportunities and deepen supporter relationships.

In 2025, we expect charities to create sophisticated, platform-specific campaigns to engage diverse audience segments. It’s not about duplicating efforts but tailoring experiences to fit the unique strengths of each platform.

Imagine this:

• Facebook: Challenges centered on community building, leveraging the platform’s group functionality to foster camaraderie.
• Instagram: A visually rich experience, emphasizing storytelling and driving action through personalized SMS and email follow-ups.
• TikTok: Short-form video Challenges that are fun, creative, and ride the wave of trending content.
• LinkedIn: A professional-focused approach, targeting corporate partnerships and workplace teams.

By meeting supporters on the platforms they love most, charities can deliver more engaging, personalized experiences.

Actionable steps for charities in 2025

As the social fundraising landscape continues to evolve, bridging the gap between your social audiences and your fundraising targets requires fresh thinking and adaptable strategies. Here are three actionable steps you can take today to set your nonprofit up for success this year:

1. Develop platform-specific strategies

Not all platforms are created equal, and your campaigns shouldn’t be either. Tailoring your approach to each platform ensures you’re meeting supporters where they are and engaging them in ways that resonate.

• Customize your campaigns: Play to each platform’s strengths. For example:
  • Use Facebook to build communities through shared goals and experiences.
  • Leverage Instagram for visual storytelling and inspiring content.
  • Tap into TikTok’s short-form video trends to create viral Challenges.
  • Utilize LinkedIn for professional connections and corporate partnerships.
• Offer choices: Give your supporters the flexibility to participate in a way that feels natural to them. Whether they prefer to engage directly on a social media platform or use one of GivePanel’s integrations, like JustGiving, aligning options with their platform habits increases engagement and success.

2. Hone the user journey

A seamless, user-friendly experience is critical for turning interest into action. Make every step of the journey – from registration to donation – simple and engaging.

• Create platform-specific CTAs: Use clear, action-driven language that suits the platform. For instance, “Join the Challenge” on Facebook might become “Start Fundraising” on JustGiving or “Support the Cause” on Instagram.
• Design tailored experiences: Ensure the design, tone, and messaging fit the platform’s aesthetic and user expectations. This will help reduce friction and encourage your supporters to move from top of the funnel to the bottom.
• Provide flexible fundraising options: Give supporters the options to fundraise on their preferred platforms no matter where their journey starts. Our integrations lets you include Facebook, JustGiving, iDonate and GoFundMe as potential fundraising platforms so you can be sure there’s a platform for every supporter.

3. Use cross-platform integration

Managing multiple platforms doesn’t have to be complicated. With the right tools, you can streamline your efforts, reduce manual tasks, and make a bigger impact. Here’s how:

• Centralize your campaigns: Use tools like GivePanel to manage, track, and analyze fundraising activities across platforms in one place. This saves time and provides a clear view of what’s working, helping you optimize your efforts. With our latest tools, you can manage your fundraising activity from start to finish, nurture your supporters with easy-to-use communication tools, and report on what’s working and what’s not.
• Maintain consistent branding: Keep your messaging cohesive across platforms while tailoring visuals, tone, and calls-to-action to fit the unique style and audience of each platform.
• Experiment with emerging platforms: Stay ahead of the curve by testing trends and new platforms like TikTok or Threads. These can help you tap into fresh audiences without the need to completely overhaul your processes.

And don’t just take our word for it! Olivia Moore, Senior Events Officer at Pancreatic Cancer UK, shared her experience:

“One of our goals for 2024 was to improve processes and reduce staff time spent on manual tasks. [GivePanel] not only suggested ways to make this possible but worked with us at every stage. The whole team felt like an extension of our team, and no task felt too big.

We also wanted to focus on providing the best possible supporter journey. The changes to emails and reporting have allowed us to achieve this by seeing everything in one place, along with all the results. Every new idea we’ve wanted to try has been welcomed with open arms.

The GivePanel team always match our energy and enthusiasm and truly want the best for charities.”

This kind of collaboration and innovation makes cross-platform integration a powerful way to future-proof your fundraising efforts while creating a seamless experience for both your team and your supporters.

Why does this matter?

Supporters today expect convenience and choice. They want to engage with your nonprofit in ways that fit seamlessly into their online habits, and they value platforms that feel familiar and easy to use. By embracing multi-platform strategies, charities can:

• Expand their reach: Engaging audiences across platforms like Instagram, TikTok, and LinkedIn opens up new opportunities to connect with supporters who may not be active on Facebook.
• Enhance supporter experiences: Tailored content and platform-specific incentives show supporters that you understand their preferences, leading to deeper engagement and loyalty.
• Maximize fundraising potential: Meeting supporters where they already are—and offering trusted options like JustGiving—helps increase the average amount raised per fundraiser. For example, fundraisers using JustGiving through GivePanel raise 63% more than those on Facebook alone.

What are the benefits of multi-platform fundraising?

The evolution of social fundraising has unlocked exciting possibilities for charities:

1. Break free from Facebook’s limitations: Fundraisers can now share their fundraising pages outside of Facebook, removing a significant barrier and driving much higher average raised per fundraiser.
2. Diversify your fundraising portfolio: Many GivePanel customers are already using our JustGiving integration to engage audiences on platforms like Instagram, delivering great results. This diversification reduces reliance on Meta and ensures more stable income streams.
3. Have a backup plan: Interruptions to your Facebook account won’t leave you stranded. With a multi-platform strategy, you can continue fundraising seamlessly across other channels.
4. Engage different audiences with tailored journeys: Not all audiences respond the same way. Some still activate better on Facebook, while others trust platforms like JustGiving. On GivePanel, many organizations are creating multiple supporter journeys tailored to different social networks. By putting the audience first, you can design experiences that match their preferences and behaviors.
5. Meet supporters where they are: Multi-platform fundraising doesn’t mean returning to outdated methods like driving people to micro-sites or forcing them to create new accounts. With tools like GivePanel, you can still provide the same seamless, on-platform experience your supporters expect.

At GivePanel, we’re here to support you in navigating this shift. From our Meta Leads integration to our GoFundMe partnership, we’ve developed tools to make multi-platform fundraising not only manageable but highly effective.

Let’s make 2025 the year of personalized, platform-specific social fundraising – unlocking more potential, raising more funds, and deepening your connection with supporters across the digital landscape.

Book a demo

If you’re part of a busy fundraising team looking to bridge the gap between you and your supporters, book a personalized 30-minute call with one of our team to find out how our tools can help you make a difference.