January always invites reflection. New goals. New tools. New urgency.
But as we head into this new year, I want to suggest a different kind of resolution for fundraising leaders: resist the pressure to move faster, and instead, move deeper.
The fundraising sector is awash in predictions right now. Artificial intelligence will get smarter. Donor-advised funds will continue to grow. Data will become more powerful, more predictive, and more accessible. All of that is true.
The risk is not that we lack tools. The risk is that we use them to do more of the wrong things…faster.
The Hamster Wheel is Real, and it’s Exhausting
Many organizations are caught in the “fundraising hamster wheel”: more emails, more appeals, more urgency, more noise. The data confirms what most development teams already feel: response rates are low, retention is fragile, and burnout is high.
Technology can make this worse if we let it.
When automation simply accelerates volume, donors feel it. Trust erodes. Relationships thin. And fundraisers spend more time managing systems than engaging people.
The Opportunity: Using New Tools to Do Old Things Better
Used wisely, technology—especially AI—can actually help fundraisers return to what matters most.
Not replacing relationships. Not outsourcing judgment. But clearing space.
When administrative work is reduced, fundraisers can spend more time preparing for meaningful conversations, being intentional with top prospects, following up thoughtfully, and listening carefully.
The goal isn’t efficiency for its own sake. The goal is capacity for stewardship.
That’s why we continue to emphasize practices like curated stewardship for your top 20 prospects—work that can’t be automated, templated, or rushed.
A DAF Reality Check
Donor-advised funds are no longer a side channel. They are a central part of the philanthropic landscape. For many organizations, they are also a logistical headache.
Organizations that succeed with DAF donors will be the ones that proactively identify giving patterns, clarify workflows, assign stewardship ownership, and treat DAF donors like donors rather than transactions.
Get Out of the Office
One of the simplest strategies we recommend: put your development team back in the mission.
Encourage your development team members (all of them) to get out of the office and see your nonprofit’s program. Show up and serve, listen and observe. Put a face to the case!
It’s not symbolic. It’s strategic.
A Better Question for the Year Ahead
Instead of asking, “How can we raise more money this year?” try asking, “How can we be better partners to the people who already believe in this work?”
That question leads to stronger plans, clearer priorities, and healthier teams.
As we begin this new year, my hope is that fundraising leaders resist the temptation to chase speed and instead commit to focus, trust, and human connection.
That’s not a trend.
It’s the work.
