Hubbub Insights #1: Fundraising Trends We’re Watching: Trust, Tools, and the Power of Words

Every fortnight, we round up the most thought-provoking sector content we’ve come across, and it’s been a particularly revealing couple of weeks. From donor psychology to AI overhype, and the stubborn power of a long fundraising letter, we’re seeing three strong themes emerge: trust is wobbling, tech is surging, and words, carefully chosen, still matter most.

Donor Trust: Fraying at the Edges?

The 2025 Donor Trust Report makes for sobering reading. It confirms what many of us have felt for some time: public trust in non-profits is under sustained pressure. For fundraisers, this isn’t just a reputational issue, it’s a strategic one. When trust erodes, giving drops, and appeals start to falter no matter how well crafted they are.

So what can we do? One starting point: gratitude. Not the perfunctory kind, but the meaningful, well-timed kind. This piece on donor gratitude reframes it as a gift back to the donor, a relationship-deepener, not just a thank-you. When paired with an understanding of the psychology of “yes”, rooted in Cialdini’s principles of influence, it’s a potent reminder that persuasion begins long before a donor reaches the donate button.

Speaking of persuasion...

Language Still Leads

We loved this punchy piece from The Agitator that rails against the pressure-heavy tactics that still show up too often in email and SMS appeals. Instead of yelling, it suggests, we need to learn to persuade, and that starts by listening.

Future Fundraising Now’s defence of the long fundraising letter is also worth your time. It’s not about verbosity for verbosity’s sake, but about telling stories, showing impact, and creating a sense of belonging. Shorter isn’t always stronger, especially when trying to move someone to action.

And if you’re still thinking that being “unique” is the answer to everything, this podcast from the same team makes a powerful case for shifting the focus back to the donor. “Different” doesn’t always mean “effective.”

The AI Hype Cycle (and How Not to Get Burned)

You’ve probably noticed the flood of AI tools aimed at fundraisers. This roundup of 33 from Nonprofit Tech for Good is a goldmine if you’re trying to keep up. But with so many new tools launching, the risk of shiny object syndrome is real.

In our own post on AI in philanthropy, we took a different tack. AI isn’t magic, and won’t fix bad strategy, a broken donor journey, or a lack of clarity about your offer. But used well? It can unlock insight, reduce effort, and enhance training. (We're building in this space too - watch this space.)

And if you're working on your online giving experience, AI won't matter much if your fundamentals are poor. This guide to donation page best practice is a timely reminder of what really counts: clarity, speed, mobile-friendliness, and trust signals.

Collaboration Over Competition

Finally, we’ve noticed a rise in content arguing for deeper collaboration across the sector - something we wholeheartedly support. This Bloomerang piece sets out why now is the moment to share, coordinate, and build joint capacity. Whether you’re thinking about events, campaigns, or technology investment, collaboration can help spread risk and increase impact.

And when it comes to events, this helpful post on evaluating which fundraising events are actually worth it is a good place to start.

Lastly, for those working in membership-based organisations, this data-driven piece from Know Your Own Bone shows that “exclusive access” is rapidly climbing the ranks as a valued benefit. Something to consider for your next stewardship plan?