20 Nonprofit Experts Share Trends To Watch In 2024

With the end of the year fast approaching, many nonprofits are already deep into planning and executing initiatives for Q1. In addition to set goals giving teams an idea of what to work toward, examining the market for emerging trends can help ensure a nonprofit organization is moving in the right direction to best meet the needs and expectations of constituents.

Below, 20 Forbes Nonprofit Council members share upcoming trends nonprofits should be ready for in 2024.

1. Tech Investments
Nonprofits need to invest in tech to support their strategic growth in 2024. This can include adopting tools for virtual collaboration, harnessing the power of data analytics for informed decision making and embracing digital marketing strategies to reach a wider audience. Tech will play a pivotal role in ensuring a nonprofit’s adaptability, resilience and success in an ever-changing landscape.

2. Generative AI And Machine Learning Governance
Nonprofits need to be ready for all permutations of generative AI and machine learning in 2024. The stakes for getting AI governance right are high, so organizations should be thinking now about how to navigate policies for its responsible use, both for internal and external audiences. There is a way to begin to govern AI right now, and it does not have to depend only on the government.

3. Generous Listening
In 2024, nonprofits must embrace generous listening, which is crucial in the era of rising AI. Prioritizing generous listening in the face of technological advancements ensures that automated solutions align with diverse community needs, fostering harmonious integration and preserving the irreplaceable human touch in nonprofits.

4. Resonant Storytelling
Resonant storytelling involves sharing the impact of your work on people’s lives. Specifically, it’s sharing stories about how your work confronts inequity and creates a tangible path forward to improved outcomes in your community. People are overwhelmed with stories of political polarization, AI, inflation, etc. Consider what stories will cut through the noise and inspire people to engage with you.

5. Demand For Tangible Impact
Donors are demanding tangible impacts from their contributions, pushing nonprofits to prove results and the effective use of resources. This trend necessitates investing in comprehensive evaluation and impact assessment systems to build trust and and retain the continued support of stakeholders.

6. Increasing Pressure To Provide More Services
One trend to watch in 2024 is the increase in pressure to provide more services to members. Juggling member needs and wants with nonprofit bottom lines will be challenging, especially since much of the demand relies on expensive technology and people balk at passing on costs to members.

7. Decreased Fundraising
As 2024 unfolds, nonprofit organizations should expect potentially lower fundraising dollars with interest rates being raised to curb inflation woes. To mitigate this, campaigns must engage younger generations who potentially have higher disposable income and significant passion for social causes.

8. Donor-Advised Funds
In 2024, expect the continued rise of donor-advised funds or DAFs, which offer tax benefits to donors. They’re convenient for donors but do bring both benefits and challenges for nonprofits, including stable funding with barriers like visibility, unpredictability and competition. Nonprofits must adapt their strategies and comply with various DAF sponsor rules to attract more donors who have DAFs.

9. Trust
The greatest asset of the nonprofit sector is trust. While trust in corporations, government and more has plummeted, it remains strong for nonprofits. To protect trust, nonprofit leaders must proceed carefully with new tools like AI. An inauthentic thank you letter written by chatbot or a security breach by an AI data screening service will undermine trust in the affected organization and the entire sector.

10. AI Safeguards
The implementation of artificial intelligence is already in many workplaces, so nonprofits need to prepare for how to best use AI and how to protect their organizations from misuse. The positive aspect is that using AI can speed up certain administrative, fundraising and creative functions. The negative aspect is that its use should be closely monitored to ensure accuracy and authenticity.

11. Collaboration
Collaboration is a trend that funders are increasingly focused on. More importantly, it’s good for our constituents. By working together, we can eliminate redundancies for the people we serve, raise more awareness and work more effectively. Nonprofits must genuinely consider how to approach their peers for meaningful partnerships. Additionally, these organizations must be ready to demonstrate impact on the collective ecosystem level.

12. Influencer Marketing
Nonprofits should be ready for the positive trend of influencers taking their marketing outreach game to the next level. It’s like having a superhero squad to amplify your reach, connect with diverse demographics and spin authentic stories that resonate with hearts across social media. Some organizations have already tapped into the power of influence, and 2024 will see its use scale.

13. Alternative Staffing Solutions
The competition for talent in the nonprofit sector will most likely continue into 2024. Many organizations are currently understaffed or have vacant positions they cannot fill. Nonprofits need to become more comfortable exploring staffing alternatives, such as outsourcing and fractional staffing, in order to secure the skills and expertise they need to build out infrastructure for success.

14. Cost Of Living Raises
The prices of everything—housing, food, transportation, childcare, you name it—are increasing at dizzying rates. Many nonprofits operate on very tight budgets and already pay less than for-profit peers. Taking deliberate action to ensure salaries rise along with the cost of living is especially critical to maintaining a healthy organizational culture and continuing mission fulfillment.

15. Demand For Remote Work
The demand for remote work options will continue into 2024. Dispersed work environments bring benefits, including flexibility for staff, decreased overhead costs and the ability to find the best staff wherever they may be based. These environments also bring challenges in building culture, communicating and managing projects. To meet this expectation, nonprofits must celebrate the pros while safeguarding against the cons.

16. Cybersecurity Protections
I want to join the chorus on AI, but I also want to ensure nonprofits are ready with cybersecurity measures and training in place. Cyberattacks are increasingly targeting smaller organizations, so organizations need to invest in training their staff and reviewing their cyber protocols and insurance, especially in the age of AI.

17. Digital Fundraising And Transparency
In 2024, nonprofits must embrace digital fundraising and transparency. Robust data analytics are vital for showcasing impact. Diversity, equity and inclusion are non-negotiable. Navigating evolving regulations is crucial for staying compliant and retaining trust. Success hinges on adapting to a digitized, transparent and socially conscious landscape.

18. Greater Support For Innovation Efforts
One trend nonprofits should watch in 2024 is greater support for innovation efforts. The world is currently dealing with vast geopolitical volatility, being behind in delivering against the UN Sustainable Development Goals at the halfway stage and the ongoing impact of a pandemic and wars on the most vulnerable. Within this context, it’s important to recognize that more of the same won’t address the greatest challenges of our time and to advocate for adjusting philanthropic efforts to back innovation.

19. Continued Polarization And Unrest
Nonprofits must prepare for continued polarization and unrest due to ongoing global conflicts, political dissension, elections, inflation, high-interest rates, plus more unknowns to come in 2024. Take a leadership role by staying positive, encouraging your supporters to come together, issuing a unifying rallying cry and accelerating your mission to help more people who will need it this upcoming year.

20. Learning
Challenges and opportunities in the communities nonprofits work alongside are more nuanced and complex than a few years ago. Fundraising has bright spots, like major donors, and challenges, like declining grassroots giving and less trust. Leaders need to find space for strategy, ideation and feedback. Success in 2024 is going to be defined by your willingness to learn.