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Nonprofit Trends
Samriddhi Simlai
September 2025
Nonprofits have always been at the heart of storytelling. Long before social media or email newsletters, you were the ones capturing community voices, archiving resilience, and sharing hope in ways that moved people to act.
In 2025, that tradition continues — but the formats have shifted. Donors and volunteers today live in a world of Reels, TikToks, carousels, and short-form updates. They expect stories that feel personal, authentic, and immediate.
The good news? Nonprofits are uniquely positioned to thrive in this landscape. You work with real people, real struggles, and real triumphs every single day. That authenticity is your superpower.
And the data shows it matters:
72% of donors say they’re more likely to give after watching a nonprofit video. (Here Now Film)
Volunteers are 67% more likely to become donors than the general population. (Donorbox)
32% of donors point to social media as their top inspiration for giving. (Getting Attention)
At CauseCircle, we’ve seen this play out: a simple volunteer-recorded clip outperformed a professionally produced explainer. A gratitude post featuring one changemaker led to higher repeat giving. These moments remind me that the best content doesn’t come from polish — it comes from people.
All of this points to a simple truth: the most powerful nonprofit content doesn’t come from polish, it comes from people.
That’s why, in this article, I’m drawing on my reflections from market research, industry experience, and the journey of building the CauseCircle community from zero to 800+ changemakers.
My goal is to share a clear, practical guide to the types of content making the biggest impact for nonprofits right now — with ideas you can put into action without overwhelming your team.
What it is: Photos, stories, or short clips captured by volunteers themselves.
Why it works: Trust. Volunteers aren’t “marketing” — they’re documenting real moments. That authenticity translates into higher engagement.
Example: Habitat for Humanity’s local chapters frequently share volunteer “takeover” reels from its ReStore and build sites — short, candid clips captured by volunteers themselves. Like this Habitat for Humanity of Bergen County post.
Ideas to get started for your nonprofit:
Create a branded hashtag (e.g. #StoriesFromTheField).
Give volunteers prompts: “Film the moment you felt most proud today.”
Share unpolished clips with minimal editing — the messiness is part of the magic.
What it is: Donors explaining their personal reasons for giving.
Why it works: Social proof. If people see others like them donating, hesitation drops.
Stat: Adding donor testimonials to a donation page can increase conversion by 15–20%. (The Modern Nonprofit)
Example: Save the Children features donor quotes and spotlights (“Why Save the Children?” and “Meet Our Donors”), where supporters explain why they give and what keeps them engaged. (Save the Children ‘Meet our Donors’)
Ideas to get started for your nonprofit:
Ask donors: “What motivated your first gift?”
Capture a one-liner and a photo, or let them record a selfie video.
Rotate these spotlights monthly across your newsletter, website, and socials.
What it is: Following a beneficiary, volunteer, or staff member through their daily routine.
Why it works: It grounds abstract issues in lived reality.
Example: Doctors Without Borders / Médecins Sans Frontières (MSF) shared the story “South Sudan: A Long Walk to a New Life”, following a mother, Nyayang, who walked for days to reach an MSF hospital with her malnourished son. Told through the eyes of MSF midwife Hawa, the narrative captures the exhaustion, fear, and relief of a single day that reflects the larger humanitarian crisis. This kind of immersive, real-time storytelling turns global health into something tangible and deeply human. (Doctors Without Borders)
Ideas to get started for your nonprofit:
Pick one person whose journey embodies your mission.
Use Instagram carousels or TikTok reels for bite-sized storytelling.
Close with a clear CTA: “Make this day easier — donate today.”
What it is: Side-by-side comparisons showing transformation — a cleaned park, a renovated shelter, an empty pantry restocked.
Why it works: Tangibility. Donors don’t want abstract; they want to see the difference.
Example: Habitat for Humanity’s “Home Improvement Before and After” galleries show real homes — before repairs (leaky roofs, drafty windows, damaged flooring) and then after (safe roofs, new windows, repaired flooring). One specific story: the Critical Home Repair Program in Charlotte, NC, helped Loretta McClure’s 60-year-old home become safe again — structure stabilized, leaks fixed, termites addressed. The “after” isn’t just prettier; it’s safer, healthier, more secure. (Source)
Ideas to get started for your nonprofit:
Take baseline photos before your project.
Pair them with “after” photos and a stat: “$25 = this transformation.”
Share on social and in thank-you emails.
What it is: Public thank-you posts, campaign wrap-ups, or personalized donor shoutouts.
Why it works: Gratitude is one of the simplest ways to build loyalty. Donors who feel thanked are more likely to stay engaged — in fact, research shows donors who receive a personalized thank-you are four times more likely to give again.
I am a huge fan of public acknowledgments too; I have seen them create a ripple effect: supporters see their contributions recognized, which affirms their decision to give and encourages others to join in.
Example: World Central Kitchen posts timely “meals served” updates and thank-yous on Instagram during disaster responses, publicly crediting donors and volunteers. (Instagram)
Ideas to get started for your nonprofit:
Always close campaigns with a gratitude post/email.
Include both a number (“1,200 meals served”) and a human face.
Don’t bury it in fine print — make gratitude a headline.
What it is: Infographics or data reels breaking down your impact.
Why it works: People share digestible facts. Visuals stick.
