S IX T H ED I TI ON

Nonprofit
Trends
Report
How nonprofits around the world are
embracing change, overcoming challenges,
and harnessing opportunities
 Nonprofit Trends Report, 6th Edition

Hello,
Welcome to the 6th annual Nonprofit Trends Report
by Salesforce.

Let’s begin with a moment of gratitude for your dedication to the nonprofit
sector. And now, how about a moment of reflection?

Think of a key challenge you've faced over the last year in your organization.
Many nonprofits
Jot it down and keep it in mind as you go through this trends report.
You'll likely see something similar noted here — because you’re not alone.
are charting their
This report covers the shared experiences of nonprofits navigating
course with a
change while driving impact. The terrain is rough with economic
instability, rising costs, and acceleration of technological changes.
clear sense of
Yet, organizations small and large are finding their ways. Many nonprofits
are charting their course with a clear sense of mission, resolve, and
mission, resolve,
optimism. They are embracing change, overcoming challenges,
harnessing opportunities, and exploring what’s next — including AI.
and optimism.
More than ever, nonprofits continue to rise to meet today's challenges.
Salesforce is here to help. No matter the cause, geography, or size,
we’re all together on the same team. Team Earth. Team Humanity.
Team Equality. Let’s go.

In service,

Salesforce

Salesforce | 1
Overview Nonprofit Trends Report, 6th Edition

Content Map Research Methodology

Executive Summary ................................................03 The trends in this report emerge from a global quantitative survey
with 1,035 nonprofits across sizes, countries, and causes.
Navigating Changes and Challenges..................05
Staff sizes
Harnessing Opportunities with Technology......... 09 Small Medium Large
0-10 51-100 501+
11-50 101-500
Addressing Risks and Limitations...........................13
Countries
Exploring AI: Perceptions and Sentiments............17
USA Netherlands Belgium

Australia France Czech Republic

Recommendations..................................................23
United Kingdom Spain Norway

Regional Snapshots.................................................25 Germany Poland Slovakia

Primary causes
Animals Health Rescue

Arts & Culture Human Rights Science & Research

Children & Young People Human/Social Services Sports

Education & Schools International Aid Other

Elderly Poverty & Social Welfare

Environment & Nature Religion & Faith-based

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Executive Summary Nonprofit Trends Report, 6th Edition

Executive Summary
The nonprofit sector is navigating a complex landscape of changes,
challenges, and opportunities. Nonprofits continue embracing technology
to support critical work, with a cautious yet growing curiosity about AI.

Key Takeaways

1 Global shifts
Persisting economic instability, rising costs of living, faster speed of
technological changes, and recognizing the dawn of AI.

2 Overall sentiments
The sector is determined, resilient, and optimistic, but smaller
organizations feel more concerned about their future. Nonprofits
with supportive governments tend to feel more confident and
prepared than those lacking government support.

3 Top challenges
Managing workload has become the most pressing issue,
surpassing fundraising and staffing concerns, even more so in larger
organizations. For small nonprofits, raising enough funds remains
the hardest.

4 Organizational changes
Some organizations saw decreases in staff, volunteers, and donations,
while most others managed to maintain a stable footing in these key
areas. A significant number of nonprofits have become more agile and
flexible in responding to changing environments. Almost a third have
increased their ability to plan strategically. The biggest change in the
sector is the increased use of digital channels for internal communication.
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Executive Summary Nonprofit Trends Report, 6th Edition

Key Takeaways Cont.

5 Fundraising changes
Through higher and wider uses of digital channels, fundraising
continues evolving to attract new generations of donors and deliver
better donor experiences. There are also changes in channel
strategies, partnerships with other nonprofits, and more collaboration
across teams to address fundraising challenges together.

6 Ongoing limitations
A lack of training in digital engagement and delivery holds nonprofits
back from making the most of their digital strategies and tools.
Some organizations have seen a higher service demand without the
capacity to increase service delivery.

7 Major risks
The broader use of digital channels for fundraising can expose some
nonprofits to critical data risks without adequate measures in place
for cybersecurity and data handling. There is an urgent need to
improve data management and security practices.

8 AI perceptions
AI is on the nonprofit radar. The sector is cautiously optimistic
and curious about AI’s potential benefits in content creation and
organizational efficiency. The majority of nonprofits want to learn
more about AI and how it could help them.

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Navigating
Changes and
Challenges
Navigating Changes and Challenges Nonprofit Trends Report, 6th Edition

In 2023, the nonprofit sector faced a mix of

ongoing and emerging challenges with continued
resilience and optimism. It is a testament to the
sector's enduring commitment and adaptability to
drive missions forward. Top Organizational Changes in 2023
Use of digital channels for
41% 6%
internal communications

The rising cost of living has had varying Agility and flexibility to respond
33% 12%
to changing situations and crises
impacts on future outlook, fundraising,
Focus and investment in
staffing, volunteering, service delivery, employee wellbeing
30% 16%

and more. The ability to plan strategically 29% 17%

While some nonprofits dealt with reductions in staff, The number of staff 27% 27%
volunteers, and donations, the majority managed
Agree Disagree
to maintain a relatively stable footing in these
crucial areas, and some saw growth.

To do more with less, organizations are working to

improve their approach. A third of nonprofits have
become more agile and flexible in responding
to change and crises. Almost a third have been
enhancing strategic planning capabilities ahead
of what may come.

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Navigating Changes and Challenges Nonprofit Trends Report, 6th Edition

41 %
nonprofits increased
use of digital channels The biggest organizational change has
for internal
communications been the adoption of digital tools for
internal communications. More than half
also reported increased investments in
driving creativity and innovation.

These changes reflect a broader move towards

using technology to streamline operations,
break down silos, foster collaboration among teams,

54 %
replace inefficient working habits, and address
workload difficulties.

nonprofits increased
investments in
N driving innovation

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Navigating Changes and Challenges Nonprofit Trends Report, 6th Edition

Top Challenges

Managing workload 37%

37 %
with workload
management issues
Raising sufficient funds 29% Workload management tops the list
Supporting staff and in 2023 as the biggest challenge,
28%
their wellbeing
surpassing traditional nonprofit
Retaining our workforce 24% obstacles like fundraising and staffing.
Staff recruitment — Around half of large organizations with
22%
fundraising position over 500 employees reported workload
difficulties among the key challenges.

Staffing constraints are likely a large contributor

62 % to capacity issues and workload management.

Across the sector, staffing-related issues — such
with staffing-related as recruitment, retention, and support — remain
challenges
among the top challenges since the pandemic
and the “great resignation” movement.

Raising enough funds remains the hardest for

smaller nonprofits, significantly more so in the

29
USA than in other regions.
%
with fundraising
concerns

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Harnessing
Opportunities with
Technology
Harnessing Opportunities with Technology Nonprofit Trends Report, 6th Edition

2022 saw a clear trend among nonprofits “More than half (55%) of nonprofits say their organization
needs to invest in technology in order to increase
— the prioritization of investments in
fundraising, and 60% say their donors expect a better
technology to tackle challenges and experience than their current technology provides.”
seize opportunities. Following through
on this intent, nonprofits showed strong
increases in digital adoption in 2023.

This trend reflects a broader and ongoing

movement toward gaining digital maturity.
As shown in the previous year’s trend report,
there is a strong correlation between an
organization’s digital maturity and its ability
to drive performance across the board.
“Digitally mature nonprofits outperform their peers,
regardless of their organization’s revenue, employee
headcount, or geographic location. Organizations with high
digital maturity are 1.9x more likely (93% vs. 50%) to have
experienced improvements in organizational efficiency or
mission impact. They are also 3.5x more likely (38% vs.
11%) to have achieved mission goals compared to their
peers with low digital maturity.”

— 5th Edition of Nonprofit Trends Report (2022)

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Harnessing Opportunities with Technology Nonprofit Trends Report, 6th Edition

avv

The nonprofit sector is leaning more on Fundraising Engagement Channels in Use

technology to support their most critical Social media 53%

work, favoring digital platforms for speed, Website 50%

agility, ubiquity, and cost-effectiveness. Email 49%

The percentage of nonprofits using digital
Face-to-face 44%
channels is much greater than those
Social media advertising 36%
using traditional methods such as mail
and telephone. Mail 29%

Online or digital advertising 25%

Many nonprofits have experienced engagement Telephone 22%

growth with a wider mix of channels. The hybrid
Virtual / Online events 19%
approach, which is now the norm, is a smart way
to cater to multi-generational audiences, find and Print advertising 18%

cultivate relationships with new demographics of Video calls 16%

supporters, and meet them where they are. Instant messaging 16%

SMS / Text messages 14%

Digital advertising 13%

Crowdfunding 11%
compared to

86 used
% TV advertising

Radio advertising
9%

9%
digital channels
Chatbot 2%

68 used
% Others

None of the above

2%

10%
traditional channels

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Harnessing Opportunities with Technology Nonprofit Trends Report, 6th Edition

74 % changed their
fundraising strategies.

Fundraising as the second-biggest challenge has spurred

nonprofits to rethink their channel strategies to diversify
both fundraising avenues and supporter demographics.
A wider mix of channels enables nonprofits to attract new

24
donors and capture more fundraising opportunities that
were previously unavailable or untapped.
% added mobile payments.

Social media, websites, emails, and video calls have become the
primary platforms for audience engagement. Focus on online and
mobile payment is on the rise.

38 % added more
fundraising channels.

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Addressing
Risks and
Limitations
Addressing Risks and Limitations Nonprofit Trends Report, 6th Edition

35
Top Fundraising Cybersecurity %
Measures
have a data
handling policy
A data handling policy 35%

Cybersecurity training
According to “The State of Identity Security”,1
34%
for all staff
there has been a +667% increase in phishing
Measure to handle sensitive
31% attacks since 2020. Data management and
personal information
protection have become a key issue for
Software tools that are
GDPR compliant
27%
organizations across all sectors to undertake
Investment in cybersecurity in their adoption of more digital technologies
25%
training, planning and software
to support the most vital work.
A response plan in case of
24%
a cybersecurity breach
Many nonprofit organizations have recognized the
Software tools to effectively
safeguard and monitor data, such 23% need to invest in cybersecurity and fortify their online
as data privacy and security tools
data handling practices against potential data risks​​
and breaches. Shockingly, only a third of surveyed
nonprofits have adequate measures in place. Only
one quarter have a response plan in case of a breach.

34 %
provide cybersecurity
When many nonprofits hold highly sensitive personal
data of vulnerable populations such as children,
training for all staff
elders, and refugees, safe data management and

24 % protection must become an urgent priority.

have a response plan

in case of a breach

The State of Identity Security

1

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Addressing Risks and Limitations Nonprofit Trends Report, 6th Edition

Resource limitations and the balancing acts of

resource allocation are common in the nonprofit
33 %
saw increased demands
sector. With ongoing economic turbulence, nonprofits for their services
are facing even tighter resource constraints.
According to “2022 Nonprofit Pulse in Europe”,2 nearly
a quarter already tapped into their organizational
reserves in 2022. This number is likely higher in 2023.

The rising cost of living has put more people

in need of help. About a third have seen
increased demands for their services as a

15
result. While most are not increasing their
service delivery — likely due to a lack of %
capacity and funds — some are exploring
faced inability to deliver
new service delivery methods. services and meet
beneficiary needs

2
2022 Nonprofit Pulse in Europe

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Addressing Risks and Limitations Nonprofit Trends Report, 6th Edition

The global findings from the survey tell us that government support for fundraising has broad impacts
on addressing limitations for nonprofits.

Interestingly, those with less support are more likely to express concerns about
their future, report decreased donations, and experience direct staff impact from
organizational challenges. Nonprofits with supportive governments demonstrate
confidence, preparedness, and proactive investment in technology and innovation.

Although over one-third of nonprofits have received government support and grants to fund their
services, it’s not the case for all. The UK shows the highest level of dissatisfaction with government
support and lack thereof.

National Goverment Charity Fundraising Support

How supportive do you think your national government has been of charity fundraising
over the last year?
Not at all supportive Very supportive

9% 23% 33% 17% 9%

Government not supportive Government supportive

32% 26%
Note: 10% of respondents answered ‘Don’t know’

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Exploring AI:
Perceptions and
Sentiments
Exploring AI: Perceptions and Sentiments Nonprofit Trends Report, 6th Edition

The digital evolution has been underway for many decades

— since the first electronic computer, and fast-forward to today,
the dawn of AI. The year 2023 saw a widespread consensus
about the inevitable future of AI adoption.

Many believe AI technology will be deeply woven into the Did you know…
fabric of human societies and economies, similar to how
creates new things based on what it has
essential and integral web and mobile technologies have Generative AI
learned from existing data.
become in supporting modern work and everyday life.
makes predictions based on what it has
Predictive AI
seen in existing data and recommends
In the most recent global nonprofit survey, we the next best actions.

gauged how nonprofits are navigating these new

waters. In the following pages, we’ll cover what
excites nonprofits about AI, what holds them back,
and how they envision the role of AI in amplifying
their mission without compromising their core values.

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Exploring AI: Perceptions and Sentiments Nonprofit Trends Report, 6th Edition

65 %
are open to AI and Nonprofits — traditionally rooted in human-centric
need to learn more values, practices, and relationships — are now peeking
into the world of AI with a mix of optimism, curiosity,
and a healthy dose of reservation.

Even though AI is not yet widespread in the nonprofit

sector, there is a growing readiness among nonprofits
to learn more about AI's possibilities for their operations.

Only a small number of nonprofit trailblazers

are already using AI in their organizations.
More than half of nonprofits are open to
adopting AI but emphasize the need to
learn more.
12 %
already using AI in
their organizations

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Exploring AI: Perceptions and Sentiments Nonprofit Trends Report, 6th Edition

Top 3 AI opportunities

General content creation 29%

Most nonprofits perceive the greatest
Copy for marketing content
28%
opportunities for AI are in the areas of content
(emails, social media, etc)
creation and organization-wide efficiency. The
Copy for fundraising content
24% sector is still somewhat uncertain about other
(emails, gift proposals, etc)
benefits and specific use cases for nonprofits.

The top concerns nonprofits have about using

AI are primarily centered around data security,
Top 3 AI concerns privacy, and the potential impact on human jobs
and expertise.
Data security 44%

Because of the critical nature of nonprofit

Data privacy 43%
work to so many — from education for
Loss of human expertise /
Job displacement
37% minority groups to crisis aid for the most
vulnerable — it is prudent and crucial for
nonprofits to get the use of AI just right to
mitigate risks.

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Exploring AI: Perceptions and Sentiments Nonprofit Trends Report, 6th Edition

7 things nonprofits need

to be confident about getting started with AI

A clear understanding of AI and its benefits

1 for nonprofits

AI is a thrilling new frontier, where technology and humanity 2 Practical training and workshops

can intersect in the service of the greater good. Many

agree it’s a frontier worth exploring. Yet, the perceived 3 Use cases and success stories

complexities and a lack of confidence are the two major

things holding nonprofits back from AI adoption. 4 Data security and data privacy confidence

Being cautiously optimistic about AI, nonprofits 5 Integration with current systems

indicate the need for comprehensive training

6 Employee trust, assurance, and ease of use
with a focus on trust, legal, and funding
considerations. They want clear examples of 7 Funding and ROI for adoption and training

successful implementation with an emphasis on

cost-effectiveness, ease of use, and assurances
regarding data security and privacy.

This list of must-haves before getting started with AI reflects

the pragmatic mindset of the nonprofit sector.

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Exploring AI: Perceptions and Sentiments Nonprofit Trends Report, 6th Edition

As AI drives big societal changes, nonprofits are While you and your nonprofit navigate these new waters: jot
playing an important role in what is to come. down what excites you about AI, what may be holding you
They want the ability to harness the biggest back, and how you envision the role of AI in amplifying your
mission without compromising your core values.​​
benefits while mitigating the highest risks.

Diving deeper

Article Success story Thought leadership

AI Tools Can Help Your How Nonprofits Can Empowering Nonprofits

Nonprofit CRM Work Better Boost Efficiency With in Times of Change with
— Here’s How AI-driven Insights Data + AI + CRM + Trust

Read article Read story Watch video

Salesforce | 22
Recommendations Nonprofit Trends Report, 6th Edition

Recommendations

Insight Insight Insight

Workload management has become Raising enough funds continues to be Stronger donor relationships yield
the top challenge. a key challenge. greater levels of giving.

Action Action Action

Help your teams achieve more with Audit your fundraising channels Make your content and
less manual work. and experiences. communication personal.

Consider investing in digital tools to automate If you haven’t done this recently, it’s a good Because giving is highly personal, personalized
manual repetitive work and enhance time to critically evaluate your channel mix and content is a great way to show your donors that
cross-functional collaboration. When teams stakeholder experiences. Are you engaging you care. Personalization helps build stronger
can break out of silos to work collaboratively, donors and supporters on the channels where relationships, which significantly impacts donor
it minimizes duplication of efforts and they love spending time and feel more open engagement and retention. Personalizing can
inefficiencies across the board. Resources to act? Next, assess the ease of use of your be as simple as using the recipient’s name in
being stretched thin is a sign to invest in donation pages and volunteer signups, as well an email subject line. When it comes to the
modernizing operations. Such investments will as how easy it is for your audiences to find message itself, make it more personable by
improve resource allocation and utilization answers to their questions. Audit insights will speaking from a shared emotional level and
while enhancing the way your organization help guide your optimization efforts to achieve avoiding marketing words. Generative AI can
delivers impactful results. greater fundraising outcomes. help personalization on a larger scale.

1 2 3

Salesforce | 23
Recommendations Nonprofit Trends Report, 6th Edition

What's next As you continue embracing change, overcoming challenges,

harnessing opportunities, and exploring what’s next, check out
these additional resources to help you chart a clear course forward.

Building a Data Management Strategy

Insight Insight for Your Nonprofit
Learn how to begin building a nonprofit data
Data-driven insights can drive Inadequate cybersecurity measures management plan to create more impact.
measurable mission outcomes. increase vulnerabilities.
Get the whitepaper

Action Action

Get your data house in order to Protect your data to protect

enhance decision-making. your stakeholders. The Nonprofit Donor Engagement Guide
Learn strategies that keep your donors interested
Measure what matters, because what gets The volumes of data being processed and stored
in and involved with your organization.
measured can improve. Data analysis can continue to explode from the increased use of
reveal current inefficiencies or untapped digital tools to support critical work. Having a Read the guide
opportunities throughout your organization. cybersecurity plan in place has become a main
Data-driven nonprofits grow 5x faster3 because priority for organizations across sectors. This
they can identify where to place resources for calls for upskilling your staff, but training doesn’t
the greatest impact. That’s why getting your have to be a huge financial undertaking. You
AI Strategy Guide: Make CRM + AI + Data
data in order is immensely valuable for your can start small and get the basics right. Check
Your Trusted Formula
organization. With a strong data-driven culture, out Salesforce Trailhead, a free online learning
Strategize effectively, embrace new possibilities,
you become more proactive and adaptive in platform for individuals, teams, and companies
and answer important questions about the
driving your mission forward. to skill up for the future with essential skills — benefits of AI.
including Cybersecurity 101.

4 5 Read the guide

3
Nonprofit Trends Report, 5th Edition

Salesforce | 24
 Nonprofit Trends Report, 6th Edition

Regional
Snapshots

Salesforce | 25
Regional Snapshots Nonprofit Trends Report, 6th Edition

2023 Nonprofit Trends

Pulse on Fundraising AI Perceptions

US Snapshot
76 % The majority made changes to Most US nonprofits are in an exploratory and
All numbers below represent fundraising strategies learning phase with AI but see a future for AI
percentage of nonprofits within their org.
26% Diversified channel mix in fundraising strategy

Changes & Challenges 23% Increased focus on supporter retention

Excited & using 9%
23% Invested more in marketing/comms
Positive changes Exploring 27%
20% Increased focus on regular giving
40% Increased agility and flexibility
20% Increased focus on online & mobile payments Optimistic but
21%
34% Increased staff cautious

30% Increased investments in tools to Need to learn more 20%

facilitate innovation
Digital fundraising channels continue to
increase but traditional channels are still Don't see using 17%
27% Increased investments in marketing/comms in heavy rotation
Negative changes 63% Email Don't trust 4%

34% Decreased donations 61% Face-to-face

26% Decreased supporters 60% Social Media Top Generative AI Concerns
60% Website 50% Data Privacy
Biggest challenges 42% Social Media Ads 45% Data Security
38% Managing workload 41% Mail 40% Loss of human expertise/jobs
37% Raising sufficient funds 36% Accuracy
32% Supporting staff Government support for
charitable fundraising
30% Retaining workforce Top AI Use Cases
Supportive 28%
27% Content Creation
Given increases in cost of living Not Supportive 26% 25% Fundraising Copy
30% Explored new ways to deliver services 23% Marketing Copy
28% Saw service demand increases 23% Org wide efficiency
Not enough US nonprofits have robust software
25% Received new service grants tools to manage cybersecurity and sensitive data 19% Program Summaries
21% Saw staff directly affected
31% Software tools to safeguard sensitive data
20% Saw decrease in donations
14% Software tools for 1st party data collection
19% Worried about their future & management
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US n=226
Regional Snapshots Nonprofit Trends Report, 6th Edition

2023 Nonprofit Trends

Pulse on Fundraising AI Perceptions
Australia Snapshot
58 % Over half made changes to their Most AUS nonprofits are in an exploratory and
All numbers below represent fundraising strategies in 2023. learning phase with AI but see a future for AI
percentage of nonprofits within their org. 1 in 5 orgs say they don’t see
21% Diversified channel strategy themselves using AI.
Changes & Challenges 21% Increased focus on digital channels

21% Work collaboratively with other nonprofits

Excited & using 10%
Positive changes
15% Increased focus on online/mobile payment options
33% Increased focus on staff wellbeing Exploring 21%

31% Increased staff Optimistic but

Digital fundraising channels continue to 22%
cautious
32% Increased agility
increase but face-to-face is still a top
28% Increased investment in tools to used channel Need to learn more 19%

facilitate innovation
50% Social Media Don't see using 21%

43% Face-to-face
Don't trust 4%
Biggest challenges in 2023 42% Website
38% Managing workload
40% Email
34% Retaining workforce
38% Social Media Ads Top Generative AI Concerns
34% Supporting staff 50% Data Security
v
21% Raising sufficient funds 49% Data Privacy
Government support for
charitable fundraising 39% Loss of human expertise/jobs

Given increases in cost of living Supportive 29% 32% Accuracy

42% Saw service demand increases

Not Supportive 23%
21% Saw service demographics changed Top AI Use Cases
21% Saw increased service delivery 26% Org wide efficiency
Many AUS nonprofits do not have robust software
21% Change service offerings 26% Content Creation
tools to manage cybersecurity and sensitive data
20% New ways to deliver services 23% Marketing Copy
25% Software tools to safeguard sensitive data
18% Saw staff directly affected 16% Participant/Service user case summaries
10% Software tools for 1st party data collection
& management

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AUS n=136
Regional Snapshots Nonprofit Trends Report, 6th Edition

2023 Nonprofit Trends

Pulse on Fundraising AI Perceptions

EMEA Snapshot
76 % The majority made changes to Most EMEA nonprofits are in an exploratory
All numbers below represent fundraising strategies and learning phase with AI but see a future
percentage of nonprofits for AI within their org. EMEA as a whole has
23% Diversified channel mix in fundraising strategy the highest rates of already using AI in their
Changes & Challenges 23% Increased focus on digital channels org. France has highest rates of not trusting
AI (11%).
23% Increased focus on supporter retention
Positive changes
22% Work collaboratively with other nonprofits
32% Increased agility Excited & using 14%
20% Increased focus on regular giving
30% Increased strategic planning
Exploring 21%
29% Increased investments invested in
employee wellbeing
Digital fundraising channels continue Optimistic but
22%
to increase cautious
24% Increased investments in marketing/comms
51% Social Media Need to learn more 22%
Negative changes
48% Website
28% Decreased donations Don't see using 15%
46% Email
26% Decreased supporters Don't trust 4%
39% Face-to-Face

33% Social Media Ads

Biggest challenges
Top Generative AI Concerns
37% Managing workload Government support for 42% Data Security
28% Raising sufficient funds charitable fundraising
39% Data Privacy
26% Supporting staff Supportive 24% 36% Loss of human expertise/jobs
25% Retaining workforce
Not Supportive 36% 38% Accuracy

Given increases in cost of living

Not enough US nonprofits have robust software Top AI Use Cases
28% Saw service demand increases
tools to manage cybersecurity and sensitive data 31% Content Creation
25% Saw new ways to deliver services
19% Software tools to safeguard sensitive data 31% Marketing Copy
20% Worried about their future
12% Software tools for 1st party data collection 26% Fundraising Copy
20% Tapped into org reserves
& management 20% Better Journeys
17% Service demographics changed

15% Saw decrease in donations

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EMEA n=672
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