Lisa Schohl

Consistent and thoughtful communication is crucial to keep donors engaged, make them feel valued, and lay the groundwork for strong year-end giving. But it can be hard to know how — or find time — to build a smart annual outreach plan, especially in a time of change and financial uncertainty.

Focusing on planned giving is smart fundraising. Charities receive billions in bequests and other legacy gifts each year, and many donors who include nonprofits in their wills also give generously throughout their lifetimes. Plus, while fundraisers are navigating especially tough terrain in 2025, some groups see an opportunity in planning for the future.

When you hear the term “capital campaign,” you may picture a university, hospital, or other major institution working toward an ambitious fundraising goal over a number of years. But nowadays, smaller nonprofits are running multiyear drives, too, though often with more modest revenue goals. A 2024 study by the consultancy Capital Campaign Pro found that groups with annual budgets of less than $1 million raised $3.3 million to $9.5 million, on average, from these efforts.