From Insight to Action: What the 2025 Blackbaud Report Means for Fundraisers

Do you get as excited as I do when new Fundraising reports come out? I look forward to this time of year because it is the time when I see a flurry of new benchmarks, and have access to collective insights about the year past. I love to review the trends and think about fundraising approaches, tactics and testing based on what is working and what’s not.

That’s why I recently attended the webinar for the new 2025 Status of Canadian Fundraising Report from Blackbaud.

Here’s what stood out:

Digital maturity is a growth driver

The report found that organizations with higher digital maturity were significantly more likely to report income growth. That’s no surprise to us. At ST, we’ve long believed that digital isn’t just a channel — it’s a mindset. When digital tools are used across fundraising, stewardship, and strategy, the results speak for themselves. Combining smart digital strategies with direct mail, telemarketing and other channels to offer supporters a truly integrated experience is the best approach a non-profit can take.

Exceptional gifts are on the rise — but they’re not random

62% of organizations that saw income growth cited exceptional gifts as the top driver. But these aren’t lucky windfalls — they’re the result of intentional cultivation. ST’s clients always hear us talking about the power of relationship-based fundraising. Major gifts don’t just happen — they’re built on trust, meaningful engagement, great donor experiences and thoughtful fundraising strategy.

AI is here — but strategy still matters

AI use is growing fast, especially for content creation and donation processing. But the report also showed that many organizations are still figuring out how to use it responsibly. STella! — ST’s digital fundraising division — is excited about AI, but we’re also approaching it with a level head. We believe in using it to level up our technology, to match the donor with the right offer, and to enhance authentic human connection, not replace it. Strategy, ethics, and creativity still lead the way.

It’s encouraging to see the sector moving in a direction that aligns with ST’s values and approach. If you’re curious about how these trends could apply to your organization and want to drive more revenue, we’d love to chat.

And if you haven’t read the full report yet, it’s well worth your time.

The Status of Canadian Fundraising 2025: A Benchmarking Report for the AI Era – Blackbaud