25 Nonprofit Trends You Should Know in 2025

The nonprofit landscape is evolving — are you keeping up?  

As member expectations shift, fundraising strategies adapt, and technology transforms operations, nonprofit fitness organizations must stay ahead of emerging trends to remain effective. Explore the top nonprofit trends for 2025, covering fundraising, membership engagement, revenue diversification, staffing challenges, and digital transformation. 

Fundraising is the financial backbone of every nonprofit, but donor expectations and giving habits are shifting rapidly. In 2025, organizations must balance donor acquisition with long-term retention, embrace digital engagement, and rethink fundraising strategies to stay competitive. 

Over 85% of nonprofits cite recurring giving, donor engagement, and year-over-year growth as top challenges. Economic uncertainty, generational shifts in philanthropy, and evolving donor behaviors require nonprofits to be more data-driven, personalized, and strategic in their fundraising efforts. While traditional fundraising channels still play a role, organizations that adopt new technologies like fundraising software, diversify revenue streams, and create donor-centric experiences will be the ones that thrive. 

Read More: The Ultimate Guide to Nonprofit Fundraising 

Trend #1: Funding Needs to Diversify 

In 2025, nonprofits are increasingly prioritizing diversified revenue streams over reliance on grants and foundation giving, with a 5.3% increase in contributions. With economic uncertainties and fluctuating grant cycles, organizations are seeking more sustainable and predictable funding sources like membership fees, corporate sponsorships, and flexible revenue models such as flex fees.  

Why this is happening: 

• Grants and foundation funding can be unpredictable, often tied to annual cycles or specific project-based initiatives, making it difficult for nonprofits to maintain long-term stability. 

• Revenue streams like flex fees, corporate partnerships, and recurring donations offer more consistent, unrestricted funding that supports operational resilience. 

• Organizations that rely on diverse funding sources are better positioned to weather economic downturns and shifts in donor behavior. 

How to Take Advantage of This Trend

• Expand Revenue Streams: Look beyond grants by incorporating flex fees, corporate sponsorships, and subscription-based giving models into your financial strategy. 

• Enhance Donor Retention: Focus on building strong relationships with recurring donors, major gifts, and sponsorships to create a more stable funding base. 

• Leverage Technology: Implement automated payment systems and donor management tools to streamline fundraising and ensure financial predictability. 

Trend #2: Younger Donors Are Redefining Philanthropy 

Younger generations want to personally connect with the causes they support. Unlike previous generations, they are less likely to donate simply because their parents did. Instead, 88% of young women and 69% of young men say they want to create their own philanthropic identity. 

Key Trends Among Younger Donors 

• Authenticity and impact matter: They want to know exactly where their money is going. Transparency is key. 

• They give through digital channels: They give through digital channels: social media, peer-to-peer fundraising, and mobile-friendly donation platforms dominate. But don’t overlook other communication methods! SMS fundraising is gaining traction, offering a quick and convenient way for donors to contribute. Additionally, while digital engagement is key, direct mail still plays a role—especially among younger donors. Surprisingly, only 20% of Boomers preferred receiving monthly mail, compared with 64% of Millennials, who appreciate a tangible touchpoint alongside digital outreach. A multi-channel approach, including SMS, email, social media, and direct mail, ensures nonprofits can engage donors where they are most responsive.. 

• They value engagement over transactions: Younger donors don’t just want to donate—they want to be part of the movement. 

How to Engage Young Donors 

• Showcase impact: Use real stories, data, and visuals to prove how donations make a difference. 

• Make it social: Peer-to-peer fundraising campaigns encourage supporters to share their passion and raise funds from their own networks. 

• Offer more than donations: Provide volunteer opportunities, ambassador programs, and advocacy campaigns to deepen engagement. 

Trend #3: Giving Tuesday & Year-End Donations Keep Growing 

Giving Tuesday 2024 was a record-breaking success, with $3.6 billion donated—a 16% increase from 2023. Meanwhile, the end of the year remains the most crucial period for nonprofit fundraising: 30% of all annual giving occurs in December, with 10% happening in the last three days of the year.

Why This Trend Matters 

• Giving Tuesday sets the tone for year-end generosity, but nonprofits that prepare early will maximize results. 

• Donors plan their charitable giving as part of their year-end tax strategy. 

• A multi-touch fundraising approach (email, social media, direct mail, and text messaging) can boost engagement.  

How to Capitalize on Year-End Giving 

• Start early: Plan a 60–90 day campaign that builds momentum before Giving Tuesday. 

• Use storytelling to drive donations: Feature compelling impact stories, donor testimonials, and progress updates. 

• Offer multiple giving options: Recurring gifts, employer donation matching, and crowdfunding campaigns increase flexibility for donors. 

Read More: Giving Tuesday Toolkit: A Guide to Fundraising Success 

Trend #4: Recurring Giving & Retention Take Center Stage 

In 2025, nonprofits are prioritizing donor retention over acquisition—a significant shift in strategy. Instead of chasing new donors, organizations are focusing on keeping existing donors engaged. 98% of nonprofits say balancing donor acquisition and retention is a top priority. 

Why It Matters 

• Acquiring new donors is five times more expensive than retaining existing ones. 

• Donors who give monthly donate 42% more annually than one-time donors. 

• Loyal donors are more likely to become ambassadors and refer others. 

• 40% of Millennial donors are enrolled in a monthly giving program. 

• 38% of donors who made an online gift to a nonprofit made an online gift to that nonprofit again the following year. 

The YMCA of the Pikes Peak Region is a prime example of a nonprofit leveraging recurring giving for long-term sustainability. By integrating Daxko’s Flex Fees and recurring donations, the YMCA created a more predictable funding stream that strengthened community support and financial stability. 

How to Build a Strong Recurring Giving Program 

• Offer exclusive benefits: Special reports, behind-the-scenes updates, or member-only events create a sense of belonging. 

• Make it easy: Allow donors to set up recurring gifts with minimal friction and send automated impact updates. 

• Celebrate your donors: Personalized thank-you messages, donor spotlights, and milestone recognition strengthen relationships. 

Trend #5: Hybrid & In-Person Fundraising Methods Are Driving Success 

As in-person events make a comeback, nonprofits are seeing stronger fundraising performance: 

• 75% of nonprofits hosting in-person events met or exceeded fundraising goals. 

• 76% of nonprofits using hybrid models reached their fundraising targets. 

• 37% of social donors (those who participated in events, auctions, giving days, or peer-to-peer fundraising) increased their donations in 2024 despite economic pressures 

• The average mobile donation pledge for fundraising events is $167 

How to Optimize Hybrid Events 

• Give virtual attendees a great experience: Live Q&A, networking opportunities, and exclusive content can keep them engaged. 

• Use digital tools to increase participation: Virtual auctions, live donation tracking, and mobile bidding expand donor reach. 27% of boomers reported using their smartphone or tablet to give. 

• Follow up effectively: Send event highlights, testimonials, and impact updates to retain engagement. 

Trend #6: Social Media is Powerful for Fundraising 

Social media is no longer just a marketing tool — it’s a fundraising powerhouse: 

• 21% of donations are directly through social 

• 41% of Gen Z say social media has motivated them to donate  

• 24% of Millenials say social media has motivated them to donate 

• 20% of Gen X say social media has motivated them to donate 

• 8.5% of Baby Boomers say social media has motivated them to donate 

• 25% of Gen Z reported sharing causes as a form of self-expression 

But don’t neglect other methods of fundraising entirely! 

• 52% of boomer-age donors say direct mail is somewhat likely or very likely to influence them to give 

• Boomers prefer quarterly updates from nonprofits they support and prefer to receive those updates via direct mail 

• Email prompted 31% of online donations made by Gen Xers 

How to Leverage Social Funding 

• Make giving easy: Mobile giving donations have increased 205%. Use “Donate” buttons, Instagram fundraisers, and crowdfunding campaigns to reduce barriers for donors. The average gift by mobile users is $79. 

• Encourage user-generated content: Supporters sharing their own stories can drive more engagement than traditional appeals. 

• Tap into influencers: In 2023, over half of nonprofits reported working with a social media influencer. Partner with micro-influencers who align with your mission to amplify reach.  

Read More: How to Build a Community on Social Media: Tips for Nonprofits 

Key Takeaways 

• Focus on foundation funding opportunities as giving from foundations increases. 

• Appeal to younger donors by aligning with their values and leveraging social media. 

• Plan multi-channel fundraising campaigns for Giving Tuesday & year-end giving. 

• Invest in recurring giving programs for sustainable funding. 

• Use hybrid fundraising events to maximize donor engagement. 

For nonprofit community wellness focused organizations like YMCAs, JCCs, Boys & Girls Clubs, and community centers, community engagement is the foundation of impact. Active participation fuels programming, strengthens retention, and fosters deeper connections. By prioritizing inclusive engagement opportunities, diverse program offerings, and meaningful relationships, these organizations can enhance long-term sustainability and maximize their impact on the communities they serve. 

However, member behavior is shifting. In 2025, organizations must rethink their engagement strategies to keep members active and involved. While in-person participation is growing again, digital convenience remains a factor. 89% of nonprofits believe that digital communications are “critical” to supporting their mission. Nonprofits must strike the right balance between traditional community-building efforts and tech-enabled engagement to meet evolving member expectations. 

Read More: The Ultimate Guide to Nonprofit Marketing 

Trend #1: In-Person Membership Engagement is Rebounding 

After years of uncertainty, in-person engagement is making a strong comeback. Daxko’s 2025 same-store customer data shows: 

• Active members increased 4.5% year-over-year 

• Active households increased 5.4% year-over-year  

• Facility check-ins rose by 5.8%, proving that members are returning to physical locations 

• Virtual check-ins dropped by 28%, signaling a decline in online engagement in favor of in-person participation 

These numbers suggest that members crave face-to-face interactions and prefer on-site experiences over virtual options. While digital tools remain important, organizations must double down on community-building efforts within their physical spaces to keep members engaged. 

How to Strengthen In-Person Engagement 

• Create a welcoming atmosphere: Staff should actively greet members, encourage participation, and foster connections. 

• Personalize the experience: Offer customized fitness programs, interest-based clubs, and mentorship opportunities. 

• Host social events: Community-building events, member appreciation days, and networking nights strengthen engagement. 

Trend #2: The Demand for Personalized Member Experiences is Growing 

One-size-fits-all engagement no longer works. Members now expect personalized communication, targeted programming, and customized experiences. 

• 64% of Gen Z and 56% of Millennials say they will stop engaging with a brand that doesn’t meet their personalization expectations. 

• Organizations that use personalized member experiences see higher retention rates and more word-of-mouth referrals. 

This means nonprofits must use data-driven insights to tailor engagement strategies and connect with members based on their preferences. 

How to Deliver a Personalized Member Experience 

• Use data insights: Track participation trends, class preferences, and engagement history to tailor communications and recommendations. 

• Offer flexible membership models: Allow members to customize their plans with add-ons like personal training, specialty classes, or childcare. 

• Leverage digital tools: Use apps, AI-driven recommendations, and automated messaging to keep members informed and engaged. 

Trend #3: Family & Youth Programming is Driving Membership Growth 

Families are a key driver of nonprofit fitness membership, and organizations that cater to children and youth programs are seeing the strongest growth. 

• Daxko’s 2025 same-store customer data shows a 4.8% increase in childcare and camp registrations year-over-year. 

• Youth sports and summer camps remain top-performing programs across community centers. 

• Parks and recreation centers report that 60.1% of their audience includes children and families.  

• 19.9% of park and recreation centers say their primary audience is made up of children ages 4 to 12 

• 12% of parks and recreation centers say their primary audience is made up of adults 

With more families prioritizing wellness, education, and social engagement for their children, nonprofit fitness organizations must continue investing in youth programs, family events, and intergenerational activities to boost membership. 

How to Expand Family & Youth Engagement 

• Strengthen afterschool and camp programming: Offer structured, high-quality programs that provide value for families. 

• Create family-friendly membership perks: Discounts, bundled pricing, and exclusive family events encourage participation. 

• Develop intergenerational programs: Activities that involve both youth and seniors (e.g., family fitness challenges) enhance community engagement. 

Trend #4: Hybrid & Digital Membership Engagement is Evolving 

Although virtual check-ins have declined, digital engagement still plays a vital role in membership retention. Members expect on-demand access to resources, mobile convenience, and hybrid programming options. 

• Mobile fitness apps and wearable tech are top fitness trends heading into 2025.  

• 40% of all nonprofit website visitors come from mobile devices.  

• Organizations that provide hybrid access see higher retention rates as they accommodate varying member preferences. 

While in-person attendance is increasing, digital offerings should complement—not replace—physical experiences. Successful organizations will blend both to provide a seamless member journey. 

How to Strengthen Hybrid Engagement 

• Develop a member-exclusive digital platform: Offer virtual fitness classes, recorded workouts, and wellness resources through exclusive platforms like your nonprofit mobile app. 

• Use mobile apps to streamline interactions: Allow members to book classes, track attendance, and engage with trainers through an app. 

• Implement digital community-building efforts: Private member groups, discussion forums, and online coaching sessions hosted through an app, social media, or your nonprofit website can keep members engaged outside the gym. 

Trend #5: Parks & Recreation Centers Expect More Growth in 2025 

Public fitness and recreation spaces are seeing a surge in community engagement, creating new opportunities for partnerships and cross-promotion. 

• 69.8% of parks and rec centers expect increased facility usage in 2025 

• 73.5% of parks and recreation facilities generate revenue from private events and facility rentals—a trend nonprofits can replicate 

This suggests that more people are seeking accessible, affordable fitness and wellness experiences. Nonprofit fitness centers can tap into this momentum by collaborating with public parks, offering outdoor fitness programs, and expanding community partnerships. 

How to Leverage This Growth Opportunity 

• Partner with local parks for outdoor programming: Walking clubs, yoga in the park, and outdoor fitness challenges can attract new members. 

• Explore facility rentals: Renting out event spaces or partnering with community organizations can create additional revenue streams. 

• Offer “community access” membership tiers: Discounted rates for local residents or sliding-scale memberships can drive participation. 

Trend #6: The Rise of Online Fitness & Hybrid Engagement 

While in-person engagement is rebounding, online fitness is experiencing rapid growth, creating new opportunities for nonprofits to engage members beyond their physical locations. 

• Online fitness is growing at 33.1% annually, outpacing gyms (+7.5%), equipment (+3.7%), and the broader fitness industry (+5.6%). 

• The market is projected to reach $59 billion by 2027 and continue expanding at 16.9% annually through 2028. 

• North America has the biggest share of the online fitness market 

• The online fitness course market is expected to grow by 16.9% each year until 2028 

To remain competitive, nonprofit fitness centers must embrace hybrid fitness models—offering virtual workouts, on-demand content, and digital-only membership tiers to accommodate members who prefer flexibility. Integrating wearable tech and fitness apps can also enhance engagement by providing personalized workout tracking and interactive challenges. 

How to Take Advantage of This Trend: 

• Offer on-demand or live-streamed workouts as part of memberships. 

• Create low-cost digital membership tiers for those who prefer remote fitness options. 

• Use wearable tech integrations to track engagement and personalize fitness plans. 

By blending in-person and digital experiences, nonprofits can increase accessibility, retain members, and create new revenue streams while meeting evolving member expectations. 

Trend #7: The Surge in Pickleball Demand 

Pickleball’s popularity continues to soar, presenting a huge opportunity for nonprofit fitness centers to attract new members and expand programming. 

• The pickleball market is projected to reach $2.03 billion by 2026, growing to $2.26 billion by 2027. 

• In 2024 alone, USA Pickleball awarded over $45,000 in grants, supporting 33 community programs, 4 collegiate initiatives, and 102 youth-focused projects. 

• 4,000 new pickleball locations were added nationwide in 2024, bringing the total to 15,910 courts. 

With increasing demand across all age groups, nonprofit fitness centers can leverage pickleball to drive membership growth and engagement by: 

• Converting underused courts or gym space into pickleball courts 

• Offering beginner clinics, leagues, and social play events to attract new participants 

• Tapping into grant funding from USA Pickleball and local recreation initiatives 

Key Takeaways 

• In-person engagement is making a comeback: Nonprofits should prioritize on-site events and community-building efforts. Act on growing trends like pickleball to bring more members through your doors. 

• Personalization is critical: Members expect tailored experiences, targeted communications, and flexible offerings. 

• Family and youth programming is a membership growth driver: Expanding childcare, sports, and intergenerational activities will attract more members. 

• Hybrid engagement is evolving: While virtual check-ins are down, digital convenience remains essential for retention. Embrace options like online fitness to engage members at home. 

• Parks & rec centers expect increased demand: Nonprofits should explore outdoor partnerships and public facility collaborations to reach new members. 

Nonprofits operate with tight budgets and limited financial resources, making revenue diversification essential for long-term sustainability. In 2025, organizations must balance membership dues, program fees, fundraising efforts, grants, and alternative revenue streams to maintain financial stability. 

With 97% of nonprofits operating on budgets under $5 million and 92% managing with less than $1 million annually, financial resilience is more critical than ever. Those who innovate their revenue models, optimize costs, and leverage new funding opportunities will be best positioned to thrive. 

Trend #1: Membership Revenue Remains a Core Financial Driver 

For nonprofit fitness centers, membership fees remain the primary revenue source. Despite economic uncertainty, membership revenue has shown steady growth. Daxko’s same-store customer data shows: 

• 2.8% increase in total fees (direct membership/registration revenue) year-over-year 

• 1.4% increase in membership fees (net, after discounts) 

However, while overall membership revenue is increasing, nonprofits must focus on enhancing member retention and value-added services to maintain sustainable growth. 

How to Strengthen Membership Revenue: 

• Introduce premium membership tiers: Offer add-ons like personal training, wellness programs, or exclusive events. 

• Use flexible pricing models: Sliding-scale fees, pay-what-you-can options, and installment plans make memberships more accessible. 

• Improve member retention strategies: Enhancing community engagement, offering incentives, and using data-driven personalization can reduce churn. 

Trend #2: Program Fees Paint a Mixed Revenue Picture 

Program revenue trends vary by category, with some areas experiencing growth while others decline. Daxko’s same-store customer data shows: 

• Childcare and camp fees grew by 5%, signaling strong demand for youth programs 

• Program fees (net, after discounts) declined by 1%, suggesting some revenue challenges in traditional fitness programs 

To offset declines in program revenue, nonprofits must rethink their offerings and explore hybrid program models, strategic partnerships, and demand-driven services. 

How to Optimize Program Revenue: 

• Expand high-demand programs. Youth sports, childcare, and specialty camps continue to attract strong participation. 

• Offer hybrid classes. Online and in-person program bundles increase accessibility and revenue potential. 

• Use dynamic pricing models. Tiered pricing or flexible membership models based on demand, peak hours, or package deals can maximize participation. 

Trend #3: Facility Rentals & Private Events Are Growing Revenue Sources 

Nonprofit fitness centers and community organizations are increasingly monetizing their spaces to supplement revenue. 73.5% of parks and rec centers generate revenue from facility rentals and private events. Organizations can capitalize on this trend by renting out gymnasiums, event halls, swimming pools, and meeting spaces for corporate events, private fitness training, and community activities. 

How to Leverage Facility Rentals: 

• Promote rental availability: Create an easy-to-navigate online booking system for facility rentals. 

• Offer customizable packages: Provide tiered options for events, including staffing, equipment, and catering add-ons. 

• Partner with local businesses: Co-host corporate wellness events, fitness pop-ups, or networking sessions to attract more bookings. 

Trend #4: Nonprofits Are Navigating Economic Uncertainty 

While nonprofit revenue streams are expanding, financial pressures remain a challenge. Economic shifts, inflation, and changing donor priorities require nonprofits to be strategic in budgeting and financial planning. 

• 57.8% of parks and rec facilities expect revenue increases in 2025, but 4.4% anticipate declines due to rising costs and economic uncertainty. 

• Organizations with diverse revenue models are more resilient to economic downturns, making it crucial to explore alternative income sources beyond traditional membership dues and program fees. 

How to Strengthen Financial Resilience: 

• Develop a multi-year financial plan: Forecast revenue trends, adjust budgets, and identify financial risks. 

• Maintain a cash reserve: Aim for at least three to six months of operating expenses in savings. 

• Implement alternative funding strategies: Leverage options like Flex Fees, facility rentals, and corporate sponsorships to diversify income. 

• Regularly evaluate revenue sources: Monitor underperforming programs and shift focus to high-impact opportunities. 

Key Takeaways 

• Membership revenue remains strong, but retention strategies are critical: Offering tiered pricing and personalized member experiences can drive revenue. 

• Program fees are shifting: Childcare and youth programs are growing, but nonprofits must adapt fitness offerings to remain competitive. 

• Facility rentals and private events are emerging as key revenue sources: Maximizing underutilized spaces can boost financial sustainability. 

• Grants and corporate partnerships offer new funding opportunities: Nonprofits should actively seek sponsorships and demonstrate impact to secure ongoing support. 

• Economic uncertainty makes financial planning essential: A multi-year budgeting strategy and diverse revenue streams will strengthen long-term resilience. 

Nonprofits rely on passionate, mission-driven staff to serve their communities — but in 2025, hiring and retention challenges are at an all-time high. Burnout, staff shortages, and financial constraints are making it difficult to attract and keep top talent. 

• 74% of nonprofits had a job vacancy in 2024, with many struggling to recruit and retain staff 

• 95% of nonprofit leaders cite burnout as a major concern 

• Hiring takes 1–3 months for most organizations, pointing to a competitive and time-consuming recruitment landscape. 

For nonprofit fitness centers, staff shortages directly impact service quality, member satisfaction, and program effectiveness. Organizations that invest in flexible work models, leadership development, and workplace culture improvements will be better equipped to navigate these challenges. 

Trend #1: Burnout & Retention Struggles Are Widespread 

Nonprofit professionals are deeply committed to their work, but high workloads, emotional strain, and limited resources are pushing many to the brink of burnout. 

• 20% of the nonprofit workforce lives paycheck-to-paycheck, making salary limitations a major factor in staff turnover.  

• A UK study found that nonprofit leaders spend 75% of their time handling urgent, day-to-day concerns, leaving little room for strategic planning or innovation. 

• 56% of nonprofit organizations expect retention challenges in 2025. 

How to Reduce Burnout & Improve Retention 

• Encourage a culture of work-life balance: Offering paid mental health days, flexible work hours, and reasonable workloads can prevent burnout. 

• Invest in professional development: Leadership training, mentorship programs, and skills-based workshops empower employees and boost morale. 

• Increase transparency and communication: Regular check-ins, staff recognition programs, and clear career pathways help employees feel valued and heard. 

• Explore automation tools: Automating routine, day-to-day tasks can relieve some of your staff’s workload and free up their time for more strategic and fulfilling tasks. 

Trend #2: Flexible Work Arrangements Are a Key Retention Strategy 

With competition for nonprofit talent growing, organizations that offer flexible work options have an advantage: 

• 58% of nonprofits use flexible work arrangements to retain staff. 

• 45% of nonprofits have adopted inclusive leadership practices to improve workplace culture.  

While fitness-based nonprofits rely heavily on in-person staff for facility operations, there are still ways to incorporate flexibility into job structures. 

How to Implement Flexible Work Policies 

• Hybrid schedules for administrative staff: Allow remote work for roles that don’t require on-site presence. 

• Adjustable shift structures: Provide staff with input on scheduling to create a better work-life balance. 

• Wellness incentives for employees: Free fitness classes, mental health resources, and wellness stipends can improve job satisfaction. 

Trend #3: The Hiring Process is Slow & Competitive 

Nonprofits are facing longer hiring timelines and greater competition for talent: 

• 44% of nonprofits plan to expand their staff in 2025 while 44% expect headcount to remain steady, but recruitment remains a challenge. 

• Hiring now takes an average of 1–3 months, making it difficult to fill critical positions quickly.  

To stay competitive, nonprofit fitness centers must refine their recruitment processes, employer branding, and hiring strategies. 

How to Speed Up and Strengthen Hiring Efforts 

• Streamline application and interview processes: Reduce unnecessary steps and shorten decision timelines. 

• Improve employer branding: Highlight workplace culture, career growth opportunities, and mission-driven impact in job listings. 

• Offer referral incentives: Encourage current staff to refer qualified candidates by providing small financial rewards or perks. 

Trend #4: Compete Without Breaking the Budget 

Many nonprofits can’t match corporate salaries, but they can offer unique benefits that attract and retain employees. 

• Nonprofit employees value mission-driven work, professional development, and work-life balance over high salaries. 

• Organizations that invest in employee well-being see lower turnover and higher staff engagement. 

How to Offer Competitive Benefits on a Budget  

• Expand low-cost perks: Gym memberships, wellness programs, and professional development stipends add value without major expenses. 

• Provide performance-based incentives: Small bonuses, additional PTO, and milestone rewards show appreciation. 

• Strengthen internal culture: A positive work environment and strong leadership can outweigh minor salary gaps. 

Key Takeaways 

• Burnout is a major concern: Organizations must implement mental health support, reasonable workloads, and staff appreciation programs to improve retention. 

• Flexible work arrangements are growing: Hybrid schedules, flexible shifts, and wellness incentives can help retain employees. 

• Hiring is slow & competitive: Streamlining recruitment processes and strengthening employer branding can improve hiring success. 

• Compensation isn’t just about salary: Expanding benefits, offering professional growth opportunities, and creating a strong workplace culture can attract and retain top talent. 

Technology is reshaping the way nonprofit fitness organizations engage members, streamline operations, and optimize fundraising efforts. From AI-powered automation to wearable fitness technology, digital transformation is no longer optional — it’s essential for staying competitive. 

Despite this shift, many nonprofits struggle to fully leverage technology: 

• 90% of nonprofits collect data, but only 5% actively use it in decision-making. 

• 83% of nonprofits believe they are transparent about AI use—but only 38% of users agree.  

• Only 49% of nonprofits are already using or planning to use AI for donor management 

Organizations that embrace digital transformation and integrate new technologies strategically can expect to improve efficiency, enhance member experiences, and improve fundraising outcomes.

Trend #1: AI & Automation Are Transforming Nonprofit Operations 

AI and automation are reshaping how nonprofits interact with donors, manage memberships, and optimize internal processes: 

• 71% of nonprofits are using or planning to use AI for fundraising and event planning—a 28-point increase 

• 71% of nonprofits are using or planning to use AI for copywriting—a 19 point increase 

• 49% of nonprofits are using or planning to use AI for donor management—a 15 point increase 

• 90% of nonprofits are leveraging AI for one or more engagement and marketing initiatives 

• 42% of community and aid-focused nonprofits said that AI helped them make more data-based decisions 

Nonprofit fitness centers can use AI-powered tools to: 

• Automate donor and member communications (e.g., personalized emails, text reminders, and social media outreach). 

• Analyze engagement trends to improve membership retention strategies. 

• Optimize fundraising efforts by predicting donor behavior and tailoring appeals accordingly. 

Read More: The Beginner’s Guide to AI for Nonprofits 

How to Leverage AI & Automation 

• Use AI-driven chatbots: Automate responses to common member inquiries, reducing administrative workload. 

• Implement predictive analytics: Use AI to identify members at risk of canceling and engage them proactively. 

• Automate marketing campaigns: Personalized, data-driven messaging can improve donor retention and increase event participation. 

Trend #2: Wearable Tech & Mobile Fitness Apps Are Growing in Popularity 

Technology is revolutionizing fitness engagement, with wearable devices and mobile apps becoming top trends: 

• Wearable fitness tech has been the #1 fitness trend for four years straight.  

• Mobile fitness apps rank #2 on ACSM’s list of top trends for 2025. 

• Connected gym equipment, which syncs with member devices, is growing 31.7% per year. 

Nonprofit fitness organizations must adapt by integrating digital fitness tools into their programming. Provide members with mobile-friendly fitness tracking and class scheduling, and offer virtual training sessions that sync with wearable devices. Use data from connected gym equipment to personalize fitness recommendations. 

How to Integrate Wearable Tech & Mobile Apps 

• Develop a member-exclusive mobile app: Offer workout tracking, class sign-ups, and goal-setting tools. 

• Partner with wearable fitness brands: Encourage members to sync their fitness devices with your organization’s digital programs. 

• Use gamification: Implement fitness challenges and leaderboards to boost engagement and motivation. 

Trend #3: Personalization Is Improving Member & Donor Engagement 

Personalization is no longer a “nice-to-have”—it’s an expectation. Members and donors want experiences that are tailored to their preferences and behavior: 

• 64% of Gen Z and 56% of Millennials will stop engaging with brands that fail to personalize experiences.  

• AI-powered personalization can increase donor retention and membership engagement by predicting user preferences. 

• Although 88% of nonprofit organizations say their member engagement is ‘good’ or ‘excellent,’ only 60% of members agree. 

By leveraging AI, nonprofits can: 

• Deliver personalized membership renewal reminders and program recommendations. 

• Create data-driven fundraising campaigns based on donor history. 

• Optimize email and text marketing with AI-generated content tailored to different audience segments. 

How to Improve Engagement Through AI & Personalization 

• Use member and donor data effectively: Identify trends in participation and adjust outreach accordingly. 

• Send automated, personalized messages: AI can customize communications based on individual preferences. 

• Offer tailored membership benefits: Provide exclusive discounts, program suggestions, and targeted engagement strategies. 

Trend #4: Text Messaging & Digital Communication Are Driving Engagement 

Text messaging is becoming one of the most effective ways to reach members and donors: 

• Text messages have an open rate as high as 98% 

• 83% of texts are read within the first three minutes of receipt 

• 22% of nonprofits are already using text-to-give fundraising campaigns 

• In 2023, 4 out of 5 nonprofits already had a text program put in place. 

With social media algorithms constantly changing, text messaging provides a direct, reliable communication channel that nonprofits can use for: 

• Fundraising appeals and donation reminders 

• Member engagement updates, class reminders, and program announcements 

• Event invitations and last-minute notifications 

How to Maximize Text Messaging Effectiveness 

• Use text automation: Schedule event reminders, renewal notices, and fundraising updates in advance. 

• Include clear calls to action: Make it easy for recipients to donate, sign up, or RSVP with one-click links. 

• Keep messages short and impactful: Aim for under 160 characters to maximize engagement. 

Key Takeaways 

• AI and automation are revolutionizing nonprofit operations: Organizations using AI for fundraising, member engagement, and analytics are seeing better outcomes. 

• Wearable tech and mobile apps are transforming fitness engagement: Nonprofits should integrate these tools into their programs to stay competitive. 

• Personalization is essential for engagement: Donors and members expect tailored experiences, and AI-driven personalization can improve retention. 

• Text messaging is a high-impact communication tool: It offers one of the best engagement rates for fundraising and member outreach. 

• Strategic AI adoption is key: While AI offers many benefits, organizations must address data privacy concerns, training gaps, and implementation costs. 

The nonprofit sector is changing fast — is your organization prepared to adapt? From shifting donor behaviors and membership trends to new revenue strategies and the rise of AI-driven engagement, 2025 presents both challenges and opportunities for nonprofit fitness organizations. 

The most successful organizations won’t be the ones that simply react to these trends—they’ll be the ones that proactively embrace change, leverage technology, and find new ways to engage their communities. 

Your mission depends on strong community connections—but are you making it easy for people to engage with your organization, or are you unintentionally creating barriers? 

Effort plays a critical role in member retention, donor loyalty, and overall engagement. According to Gartner, 96% of people who experience high-effort interactions become more disloyal. The easier it is to interact with your nonprofit—whether signing up for a program, making a donation, or staying informed—the more likely people are to stay involved. 

Are you creating a seamless experience or unknowingly driving members away? Take the 3-minute Community Effort Score Quiz below to find out.