What to Expect in 2025: A Look at Fundraising for Grassroots Nonprofits
The new year is here which means new fundraising strategies are being created and implemented right now! Before you set your strategy in stone, it’s crucial to reflect on learnings from last year, consider the shifting political and economic landscape and forecasted trend predictions in 2025.
I just completed my second year as a full-time nonprofit consultant and 6 years working in the nonprofit space and here’s what what I think is going to be crucial for grassroots organizations to fundraise successfully in 2025:
Apply for a large volume of grants.
Expand individual donor bases.
Let’s explore how these approaches can set your organization up for success.
Lessons from Grant Seeking in 2024
Last year, the grant funding landscape was highly unpredictable. Many organizations faced challenges in securing general operating support.
According to the 2024 State of Grantseeking Report, only 26% of available grants in 2023 were for general operating expenses, compared to 38% for program or project support. Other types of grants were also for restricted funds such as capital campaigns. In total, 74% of grants awarded in 2023 were restricted funding.
In 2024, my team and I at Beckie Irvin Consulting and Research submitted 38 grants. Interestingly enough, ALL winning applications were for restricted funds.
What can we learn from this?
These trends highlight the importance of crafting specific, targeted grant applications that align with funders’ priorities.
The Key to Grant Success in 2025: Volume and Persistence
Grant seeking is a numbers game. Research shows that the likelihood of securing funding increases with the number of applications submitted. Consider these insights:
Applying for at least three grants significantly boosts success rates. And submitting six or more applications almost guarantees a win (2024 State of Grantseeking Report).
The Grant Professionals Association reports an average success rate of 15% for ALL grant applications submitted.
At Beckie Irvin Consulting and Research, we achieved a 20% success rate for our clients in 2024–a 2% drop from 2023. Results varied by client and were significantly impacted by the volume of applications submitted. For one client in which we wrote 14 grant proposals, we achieved a 30% success rate.
We’re not the only ones who find success in the volume of proposals submitted. Consider this advice from Julie Starr, the author of one of my favorite newsletters Write Epic Grants:
“In 2023, I wrote 60 grant proposals for a client and secured 25 awards totaling $120,025. This success led to a renewed contract and greater confidence in their grant-seeking strategy.”
To prepare my clients for successful grantseeking in 2025, I am creating grant calendars with 30-60 opportunities relevant to their missions. To learn more about this service, check out the services page on my website. To inquire about getting your own 2025 grant calendar, you reach out to me here.
Individual Giving Matters Now More Than Ever in 2025
While grants and corporate sponsorships are vital, individual giving is emerging as the most sustainable funding source for nonprofits in today’s climate. Here’s why:
A large, diverse donor base is less vulnerable to economic fluctuations compared to relying on a few major funding sources. And unlike grants, individual donations are often unrestricted, giving nonprofits the flexibility to allocate funds where they are most needed.
In 2025, I encourage nonprofits to focus on growing their individual donor bases. For unique fundraiser ideas check out my blog.
What This Means for Nonprofits in 2025
The path to sustainable funding lies in balancing strategic grant seeking with other revenue streams. If you don’t already, now is the time to start building a donor base and encouraging individual giving.
By investing in relationships with individual donors and committing to a consistent, volume-driven grant strategy, grassroots nonprofits can navigate challenges and seize opportunities in the year ahead.
Let’s make 2025 a year of growth and grassroots impact!