How real-time responsiveness is transforming nonprofit fundraising

The nonprofit world is changing fast. In my own experience, the shifts we’re seeing in fundraising dynamics over the past few years have been eye-opening. On the one hand, total charitable giving seems to be on the rise—dollars up, which sounds promising. But on the other hand, fewer individuals are contributing—donors down, which presents a real challenge.

For many of us working in this space, the past few years have been a wake-up call. I saw firsthand how this decline in individual donors forced organizations—mine included—to think differently about how we connect with the everyday people who’ve historically been the lifeblood of nonprofit fundraising.

The reasons behind this trend aren’t surprising. Economic uncertainty has made it harder for people to give, trust in institutions is eroding, and cultural habits around giving are shifting. Still, as frustrating as these challenges can be, I believe they’re also opportunities to evolve.

What’s been working for me—and for many nonprofits I’ve seen thriving in this moment—is embracing real-time responsiveness. It’s about operating with agility and making data-driven decisions in the moment. These approaches haven’t just improved how we raise funds; they’ve helped us connect with donors on a deeper level, improve our efficiency, and think more strategically about sustainability.

Why real-time responsiveness matters

Let me paint you a picture. Imagine I’m running a campaign where donations start to flatline midway through. It could be a micro-campaign, an annual fundraising appeal, or a major/capital campaign. What do I do? A few years ago, I probably wouldn’t have known and would have waited until the campaign ended to analyze what went wrong. Today, with real-time tools and a more agile mindset, I can spot the issue as it’s happening and pivot immediately.

This kind of responsiveness is a game-changer. It’s helped me and my team stay relevant and effective, even when we’ve faced challenges we didn’t see coming.

Here’s how real-time principles have reshaped the way I approach fundraising—and how they can work for you, too.

1. Using real-time data to make better decisions

One of the biggest lessons I’ve learned is that having accurate, up-to-date information is everything. For example, consolidating donor data into a single dashboard has allowed me to:

• See which campaigns are performing well (and which aren’t).
• Identify which donors are actively engaging and which might need more attention.
• Reprioritize engaging a particular donor based on something I never would’ve noticed otherwise.

Here are some examples of how this looks on a day-to-day basis: In one campaign, we noticed a surge in smaller, first-time donations within the first few days. Using real-time data, we doubled down on outreach to those donors with personalized engagement and saw a significant increase in conversions to monthly contributions. That wasn’t luck—it was strategy, powered by real-time insights.

In another instance, we got a real-time alert on one of our mid-level donors whose life circumstances changed and they were able to make a much larger impact financially than ever before. We were able to engage with the donor in an authentic and timely way to help them create the impact they desired. 

2. Making donors feel seen and valued

This one’s personal for me because I’ve been on the other side, as a donor. There’s nothing worse than giving to a cause you care about and feeling like it disappeared into a void. Frankly, I’ve experienced it a few too many times where I make a gift and don’t hear from an organization for months – if ever. 

Now, I know most of us make it a point to ensure every donor feels recognized and connected to the impact they’re making. Real-time tools have made this easier than ever. For example:

• Automating immediate thank-you emails when someone donates.
• Sending updates that show exactly where their contributions are going.
• Personalizing communications based on their giving history.

These small gestures go a long way in building trust. And when donors trust you, they’re more likely to stick around for the long haul.

3. Staying agile when things don’t go as planned

I’ll be honest—some campaigns just don’t hit the mark. It’s frustrating, but it’s also an opportunity to learn. The key is to stay agile and adapt in real time.

In one recent campaign, we launched with messaging we thought would resonate, but within a week, the response was lukewarm at best. Thanks to real-time monitoring, we saw where we were losing people—our email subject lines weren’t grabbing attention. We switched gears, testing new language, and saw a noticeable uptick in engagement almost immediately.

The ability to make those adjustments on the fly is something I can’t imagine doing without today.

4. Empowering my team to work smarter

This isn’t just about donors; it’s about the people behind the scenes, too. I’ve seen how automating routine tasks, like data entry or sending acknowledgment emails, can free up my team’s time to focus on bigger-picture goals.

One of my proudest moments last year was when we streamlined our workflow for donor outreach. By automating basic processes, we gave our team more bandwidth to build deeper relationships with major donors. Not only did this lead to a more engaged donor base, but it also made our team feel more empowered and less overwhelmed.

Applying real-time principles beyond fundraising

While fundraising is the heart of nonprofit work, real-time responsiveness can make a difference in so many other areas. Here are a few ways I’ve seen it in action:

• Program delivery: Tracking outcomes in real time helps us tweak programs and show donors exactly how their money is being used.
• Volunteer coordination: Using real-time scheduling tools has made it easier to connect with volunteers, making them feel valued and more likely to return.
• Crisis response: During emergencies, having real-time data at our fingertips has allowed us to act quickly and effectively, ensuring we’re making the biggest possible impact.

My advice: Start small, think big

If you’re new to real-time tools and strategies, it can feel overwhelming. My advice? Start small.

Begin with one area—maybe it’s automating thank-you emails or setting up a simple dashboard to track donations. Once you see the impact, it becomes easier (and more exciting) to expand.

For me, embracing real-time responsiveness hasn’t just been a strategy; it’s been a mindset shift. It’s about staying open to change, being willing to pivot, and always keeping the donor experience front and center.

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Final thoughts

The nonprofit world is evolving, and staying static isn’t an option. By embracing real-time responsiveness, we can not only overcome today’s challenges but also build stronger, more sustainable organizations for the future.

If you’re in the nonprofit sector, I’d love to hear how you’re navigating these changes. What’s working for you? What’s been your biggest challenge? Let’s learn from each other—because at the end of the day, we’re all working toward the same goal: making a lasting difference.

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Cherian Koshy

Cherian Koshy, CFRE, CAP® is Vice President at Kindsight and has spent over two decades helping nonprofits build sustainable fundraising practices. He serves on the AFP Global Board and regularly speaks about fundraising innovation and donor engagement.