Top 10 Trends in Advancement of 2024

As we move towards 2025, the advancement landscape is evolving more rapidly than ever before. Technology, donor expectations, economic shifts, and institutional needs are reshaping the field on a near daily basis. Understanding these trends is vital for organizations striving to adapt and thrive.  

These are the 10 trends that are behind some of the biggest stories in advancement in 2024. 

1. A New Generation of Donors 

2 out of 3 ​millennial donors track the impact and results of nonprofits, ​more than double the previous generation.

Donor expectations have transformed, bringing a fresh dynamic to fundraising. Millennials and younger donors demand transparency and measurable impact. Over 80% of donors now expect proof of how their contributions are making a difference. 

This shift is not just a trend but a fundamental change in how philanthropy operates. Institutions must: 

• Deliver seamless donor experiences from donation to impact reporting, creating a full-circle engagement. 
• Embrace AI and other technologies to enhance transparency, accountability, and donor communications. 
• Cultivate a "Culture of Philanthropy" internally and externally, fostering deeper connections with donors at every stage. 

2. Reputation as a Key Asset 

Americans’ confidence in higher education has fallen to 36%​.

Trust in higher education is at a historic low, with only 36% of Americans expressing confidence in these institutions. Alumni relations teams are stepping up as reputation stewards, leveraging alumni success stories to build credibility and attract new supporters.

Institutions must prioritize: 

• Highlighting alumni achievements to bolster trust and showcase the value of their education. 
• Strengthening alumni networks to maintain engagement and support while combating declining public trust. 
• Proactively managing crises and reputational risks to safeguard institutional standing. 

70% feel unable to step away from work during holidays.

Advancement professionals are facing burnout despite above-inflation pay increases. With limited resources, teams are often stretched thin, at times working long hours to meet increasingly ambitious goals.

Organizations are addressing this by: 

• Aligning salaries with market rates to retain top talent in a competitive environment. 
• Investing in professional development programs and dedicated talent management teams. 
• Fostering work-life balance to combat burnout and sustain productivity. 
• Exploring innovative team structures to distribute workloads more effectively. 

4. Modernizing Advancement Teams 

Then Vs. Now

The traditional roles within advancement teams are evolving to meet modern challenges. Siloed functions are giving way to collaborative, cross-functional models.

Key changes include: 

• Prioritizing talent development to build strong internal capabilities rather than relying solely on external hiring. 
• Expanding roles to include virtual fundraisers, engagement officers, and stewardship officers who enhance team reach and effectiveness. 
• Creating new leadership titles such as AVP for Advancement Performance and Directors of Fund Compliance to align with emerging priorities. 
• Embracing technology to streamline workflows and encourage cross-functional collaboration. 

63%​ percentage of alumni who had disengaged from their alma mater cited over-solicitation for donations as a primary reason.

The outdated "funnel" approach to donor relationships is being replaced by the "flywheel," a model championed by HubSpot, focused on continuous engagement and sustained momentum.

While there is no ‘formal’ adoption process, institutions moving towards a flywheel model are: 

• Re-engaging donors post-contribution to maintain relationships and drive recurring support. 
• Treating donors with the accountability, transparency, and personalization expected in investor relations. 
• Incorporating feedback loops to enhance donor experiences and align with their evolving expectations. 

85% ​of alumni agree they would donate more often if they knew their money was funding organizations or initiatives with which they were involved as students​.

Personalization is no longer optional; it’s a cornerstone of effective fundraising. Donors expect tailored experiences, akin to those provided by modern e-commerce and entertainment platforms.

Institutions are: 

• Using data insights to craft personalized donor communications and outreach. 
• Aligning fundraising approaches with individual donor preferences and priorities. 
• Leveraging AI tools to analyze donor behavior and refine engagement strategies in real-time. 

29 Billion Dollar Campaigns in 2008 → 70+ Billion Dollar Campaigns in 2024​.​

Capital campaigns are growing more complex, focusing beyond revenue generation to include systems, tools, and sustainability.

This evolution offers opportunities to: 

• Invest in cutting-edge technology and infrastructure to support ambitious goals. 
• Reinvent traditional campaign strategies to align with modern donor expectations and long-term sustainability. 
• Enhance cross-departmental collaboration to address systemic challenges during campaign execution. 

‘Data-driven’ is OUT, ‘insight-driven’ is IN.​

Data-driven approaches are giving way to insight-driven strategies that emphasize actionable intelligence over raw data.

Leaders are prioritizing: 

• Integration of diverse data sources to inform decisions with a holistic perspective. 
• Strengthening technology infrastructures to improve operational efficiency and adaptability. 
• Focusing on predictive analytics to anticipate trends and optimize resource allocation. 

9. Recovering Markets, Struggling Institutions 

2/5 of US higher education institutions are at ​or nearing financial and operational risk.

While markets show signs of recovery, many institutions remain financially strained. In response, organizations are: 

• Growing endowments to ensure financial stability during economic uncertainties and beyond. 
• Developing sustainable financial strategies to manage endowed funds effectively and strategically. 
• Implementing accountability measures to enhance donor confidence and long-term support. 

10. Goodbye Single Platforms, Hello Integrated Tech Stacks 

1,284 SAAS Applications Across Organizations of All Sizes.

The era of single-platform solutions is over. Institutions are embracing integrated tech stacks to meet specific needs and drive efficiency. This shift includes: 

• Coordinating data from multiple sources for better decision-making and operational synergy. 
• Building connected systems to enhance efficiency and user experience while reducing redundancy. 
• Transitioning from monolithic solutions to agile, modular technologies that adapt to evolving demands. 
• Prioritizing interoperability to ensure seamless communication between tools and platforms. 

Noteworthy trends just shy of the top 10 include: 

• Crowdfunding and Giving Circles: Encouraging smaller, repeated donations from younger alumni, with new models like giving circles gaining traction. 
• Rise of Influencer Marketing: Leveraging alumni influencers on social media to amplify engagement initiatives and reach diverse demographics. 
• Popularity of Donor-Advised Funds (DAFs): Adjusting strategies to accommodate this increasingly popular giving method. 
• The Remote Work Pendulum: Navigating shifts in workplace flexibility as teams seek balance between remote and in-office models. 

Looking ahead, we foresee: 

• Enhanced Donor Tracking: Online engagement metrics (clicks, views, opens) becoming standard in tracking and optimizing donor behavior. 
• Collaborative Fundraising: Organizations that collaborate internally and externally outperform competitors by pooling resources and expertise. 
• Addressing Burnout: Increased investment in team culture, mental health, and well-being to counteract rising burnout levels. 
• Advancement as a Career Choice: A shift from "falling into" advancement to choosing it as a purposeful career path, complete with structured development opportunities. 

These trends underscore the need for adaptability and innovation in advancement. By staying ahead of these changes, institutions can build resilient strategies that align with modern donor expectations and institutional goals. 

How FundMiner Can Help

FundMiner empowers advancement teams to stay ahead of trends with:

• Centralized data for clear insights.
• Impactful donor reporting to build trust.
• Seamless tech integration for efficiency.
• AI-driven insights for smarter decisions.
• Automated workflows to save time.

Let us help you turn these trends into opportunities. Contact FundMiner today to learn how we can support your advancement goals!

Sources:

• Fidelity Charitable. (2021). A new mindset: Emerging philanthropic trends. Fidelity Charitable.
• Napa Group. (2024, March). Trends in advancement 2024. The Napa Group.
• Gallup. (2024). Americans' confidence in higher education down sharply. Gallup News.
• College and University Professional Association for Human Resources (CUPA-HR). (2024). Workforce data: Workforce pay increases. CUPA-HR.
• Flaherty, C. (2024, September 26). Burnout among administrative staff risks destabilizing colleges. Inside Higher Ed.
• Ellucian. (n.d.). Students, alumni, and administrators agree: Data-driven communications make a difference. Ellucian Blog.
• Farnam Street. (n.d.). Noise and signal: Nassim Taleb. FS Blog.
• EY. (n.d.). Six key financial and operational metrics pinpoint higher education risk. EY Insights.