Building Major and Planned Giving Pipelines in 2025: Strategies for Sustainable Fundraising Growth

Building Major and Planned Giving Pipelines in 2025: Strategies for Sustainable Fundraising Growth

Donor journeys rarely begin with major or planned gifts. They often start with annual giving, volunteer hours, or smaller contributions. In 2025, the key to building a sustainable fundraising program lies in transforming these early interactions into long-term commitments.

With donor expectations shifting and retention rates declining, forward-thinking institutions are focusing on personalized engagement, digital-first tools, and strategies that scale both revenue and relationships.

Key Fundraising Trends in 2025

The 2024 CASE Insights reported a 3% increase in overall giving, with notable growth in foundation support and Donor-Advised Funds (DAFs), which now represent over 10% of higher education gifts. But donor retention continues to fall—especially among smaller and first-time donors.

To offset these trends, organizations must cultivate deeper engagement earlier and more intentionally.

Generational Giving Insights: Engaging Every Age Group

• Boomers & Gen X are focused on legacy and loyalty, making them key prospects for larger gifts.

• Millennials & Gen Z prioritize values-based giving and long-term relationships. They give smaller amounts initially but show high lifetime potential—especially when they feel connected to impact.

Volunteerism also plays a role: Millennials and Gen Z lead in volunteer hours, which often translate into future gifts when nurtured properly.

Multi-Channel, Personalized Donor Engagement

Donors respond best to integrated outreach across email, SMS, social media, and direct mail. Personalized communication based on giving history and donor interest dramatically boosts retention and repeat giving.

Transparency is also critical. Donors of all generations want to know how their gifts are used. Clear communication builds trust and increases the likelihood of long-term support.

Micro-Giving and Recurring Donations Build Stronger Pipelines

Recurring giving is a powerful growth lever:

• Donors who give 3–6 times have a 61% retention rate

• Recurring donors are 9x more valuable than one-time givers

• Monthly online giving continues to grow faster than one-time gifts

Micro-giving, especially among younger donors, offers a scalable way to develop relationships and identify future major gift prospects.

Strengthening Fundraising with Multi-Year Giving

Multi-year commitments provide predictability, stronger stewardship opportunities, and long-term impact. To increase multi-year giving:

• Use simple, digital tools for pledge management

• Share real impact stories—especially student voices

• Monitor behavior like consistent giving or unexpected upgrades as signals of readiness

Try the “Double Ask”: Present two clear options (“this year only” vs. “multi-year”) to guide donors toward longer-term commitments.

Automating Gift Documentation for Fundraising Efficiency

The “messy middle” of gift paperwork can slow down fundraising. Givzey eliminates bottlenecks by offering:

• Policy-aligned digital templates

• Automated pledge reminders

• Seamless donor communication

• Tools that empower gift officers and accelerate pipeline growth

Organizations using Givzey report faster pledge confirmations, higher fulfillment rates, and more time for relationship-building.

Future-Proof Your Fundraising Program

The most successful fundraising strategies in 2025 will prioritize consistent donor engagement, smart technology, and seamless giving experiences.

By focusing on early donor interactions and equipping teams with the right tools, institutions can grow both impact and revenue—turning annual donors into lifelong supporters.

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Start Building Your Pipeline Today

Schedule a demo today and learn how Givzey helps fundraising teams document gifts, scale multi-year giving, and drive long-term success.