10 key trends you need to know about, and what they might mean for your organization this year.
This Spring I’m connecting with charity leaders who are doing incredible, hope-filled work across Canada. In every conversation we’re talking about what is shifting in the world - and let’s be honest, this is a rapidly shifting world at the moment. What’s important to me is how to support these organizations so they can stay ahead without burning out and ensure they’ve got what they need to make it through this season.
Here are 10 key trends you need to know about, and what they might mean for your organization this year:
1. One Strategy Instead of Many Tactics
Creating a campaign? Planning out your year? Wondering how to grow your donor engagement? Start with the end in mind. And, start with strategy instead of throwing spaghetti on the wall to see if it’ll stick. Strong organizations align their efforts behind a single, clear strategy and the tactics they deploy support it’s success - whether direct mail fundraising, PR, email, events, donor development, social media, or website building. Integration amplifies what is most important for your stakeholders to hear, and makes the most of your resources - whether they’re human resources or financial resources.
2. Brand Strategy Is Non-Negotiable
I’ve been beating this drum for a long time - but now I'd like to enlist a full marching band to make it louder for those of you in the back: if you want to come out of this season stronger and sustainable, a clear brand strategy is critical. If you say that your organization is the “best kept secret,” it’ll only get worse if your brand isn’t cohesive, compelling and clear. In a noisy, distracted world, a strong brand helps people remember you, trust you, and choose you. This is no longer a luxury—it's mission-critical.
3. Your Data Is Pure Gold
The data you already have - donor history, event attendance, volunteer engagement - is packed with insight. Use it as a jumping off point to dig deeper, build your own baseline of data and information. Use it to understand your donors’ stories, meet their needs, feed their interests and deepen their connection to your organization and those you serve. And remember, whether you’ve got a little or a lot, it’s time to get started using it.
4. Story First, Channels Second
Do you just post things on your socials, or do you have a content strategy? What is the narrative anchoring your organization? Take a look at all the touchpoints a donor might make and ask: What cohesive, compelling story are you telling? It’s easy to confuse “we post on social media” with having a content strategy. Bring your brand strategy to life with compelling content, and anchor it in the story about what your organization does in the world, and what you need people to know, feel, and do before you ask, “Where and how do we share this?”
5. Crisis-Ready Is a Must
I wish I didn’t have to share this, but having a Crisis Communication Plan in hand, with your team prepared and ready to respond should a crisis hit, isn’t just a nice thing to have anymore. It’s a necessity. And, you’ve got to be out in front of it - monitoring conversations, and ensuring that your digital footprint of thought leadership and positive PR outweighs the negative when a crisis hits. Whether it’s a misstep, misinformation, or a true crisis, a solid plan can protect your organization from being derailed, de-escalate a situation quickly and restore trust faster.
6. Use AI To Be Exceptional
AI isn’t going away. The good news? When used wisely, it can break through stale thinking, provide fresh collaboration, and create efficiencies, freeing your team to focus on the relational work that only they can do, and that matters most. However - it shouldn’t replace people, but instead it should make their work better and more creative. Some fascinating research recently released by Procter & Gamble showed encouraging results - rather than replacing people, two-person teams using AI were more likely to generate exceptional ideas. The key is staying human & staying ethical: explore AI with expectation, creativity, empathy, and clear values - and a clear brand voice. (See #2)
7. Go Where Your People Are
Best kept secrets need to get out more. It might just be that I’ve heard Disney’s Frozen soundtrack too many times (#momlife) but “I want to be where the people are” should be your communications mantra. But don’t just show up everywhere and anywhere, be where your people are. Social media isn’t just noise, and it’s not just entertainment - it’s also where people are discovering causes and choosing to give. In fact, 41% of Gen Z and 24% of Millennials say social prompts influenced their giving. Even Baby Boomers are joining in. Have a clear story, know your brand strategy, show up meaningfully, and make it easy for your people to know you, connect with you and respond. And, FYI: knowing who your people actually are and what they care about is part of a strong brand.
8. Make It Personal
We live in an age of personalization, and despite our fear of being targeted by algorithms, people actually expect it, especially when it comes to giving. We’ve become conditioned to ignore things that are too generic. Your brand strategy and content strategy need to include a clear donor journey. Their donor journey should acknowledge who they are, what they care about, how they like to connect, where they are, what they’ve done, and where they want to go with you. The good news is that data is available, and we’ve got more automation tools than ever before to ensure that personalization and strong donor journeys are possible.
9. Staffing Is Tough (So Get Creative)
Hiring and retaining great people is hard, especially when you are looking for a unique mix of experience, passion, values alignment, mission alignment and skill. That’s why many charities are leaning into embedded fractional teams, trusted partners who feel like staff, leveraging their experience and strategic insight, and upskilling their current teams through targeted training. Our team has always worked like this, and we’re at our best when we get to come alongside a team, bring our tools, build strategy, and grow their skills. However, we’re seeing more demand for this than ever before. Strengthening organizations committed to hope, generosity and justice is what we do. If that’s you, you don’t have to do it alone.
10. Uncertainty is the New Normal
The past few years have taught us how unpredictable things can be, and how that uncertainty can take a toll on us and our teams. Will funding get cut? Is donor attrition real? What will our year end look like? Will Canada Post stay open? (Ugh.) What remains constant is this: those organizations that choose to strengthen core strategies and systems in tough times come out the other side stronger. We track this data for our clients, and over and over we see the truth of this: Stay steady. Be wise. Keep showing up. Focus on organizational clarity and connection. Track your impact. Your organization will be stronger and your work will be more impactful on the other side of this season.
Now What?
These trends are more than just ideas, they’re opportunities. We can’t do it all, but where does your team need to start? Which one feels most urgent for your organization? Consider this an invitation to choose one area to tackle with intention.
And if you need help turning insight into action, that’s what we’re here for. Let’s talk about how you can finish 2025 stronger and more resilient, and ready for whatever comes next.
Ellen Graf-Martin is the Founder & President of Graf-Martin Communications, helping charities and values-driven organizations strengthen their voice and impact with strategic communications.
