The Cause+Effect Podcast The Fundraising Signals You Can't Ignore in 2026 | Rick Dunham & Joshua Crowther
Mar 5, 2026
Joshua Crowther, VP at Dunham+Company who focuses on practical fundraising tactics. Rick Dunham, Founder and Chairman and long‑time nonprofit research leader. They discuss rising numbers of donors saying they may give less, why direct mail still matters, text messaging as an underused channel, and the need to educate supporters about 2026 tax changes.
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Fear Of The Future Is Driving Planned Gift Reductions
- Donor forecasts to give less rose from ~18% to 24% for 2026 driven by fear of the economy rather than personal finances.
- Many donors report improved personal finances but with heightened anxiety about future instability, so reduced giving is precautionary not settled.
Religiously Engaged Donors Buck The Trend
- Religiously engaged donors (weekly+ attendance) report more financial struggle but actually plan to give the same or more.
- This group shows opposite behavior to general market donors: only ~13% plan to give less versus 24% overall.
Direct Mail Triggers Twice The Online Revenue
- Direct mail still drives donor response and prompts significant online giving that organizations often misattribute.
- Only ~22% respond by mailed check; ~47% go online after receiving mail, and indirect online revenue can double direct mail reply revenue.