Nonprofit Lowdown Ep. 368: "What Happened in 2025?"

Host: Rhea Wong
Date: December 15, 2025

Episode Overview

In this solo episode, Rhea Wong offers a reflection on the tumultuous year that was 2025 for nonprofits. She discusses the impact of global events, economic instability, challenges to DEI (Diversity, Equity, and Inclusion), donor fatigue, the proliferation of AI, and rising burnout among nonprofit leaders. With a forward-looking lens, Rhea distills these experiences into five actionable trends and predicts what successful fundraising and nonprofit leadership will look like in 2026. The episode is peppered with encouragement, practical advice, and Rhea's signature candid style.

Key Discussion Points & Insights

1. Setting the Scene: The Pressure Cooker of 2025

[02:00–05:00]

• Rhea opens with a candid acknowledgment of the “crazy,” “unprecedented” year, citing economic instability, funding cuts, attacks on DEI, and foreign wars.
• Emotional toll and burnout in the sector are at an all-time high.
• She emphasizes self-compassion:
  • Quote: “If you didn’t accomplish quite as much as you wanted to...remember that we’re working in extraordinary circumstances. The fact that you were able to do what you could do is in and of itself a bit of a miracle.” [03:52]

2. Trend #1: Quality Conversations Are the New Currency

[06:00–12:00]

• “Depth beats volume and relationships are going to beat reach.”
• Mass email blasts are referred to as “dead;” the sector (and donors in particular) crave authentic, intimate, and thoughtful conversations.
• Action points:
  • Identify top 20 donors/prospects and schedule short, non-ask “temperature check” conversations.
  • Use current events or updates as a natural reason to reconnect.
• Memorable phrase: “In order to scale, you have to do things that don’t scale. And what is the work if not having conversations?” [08:35]
• Fundraisers need to “listen with intention, with no agenda other than to truly listen to what is here and what is not being said.” [11:45]

3. Trend #2: AI as the Essential Force Multiplier

[12:01–17:00]

• AI is now “a required competency for 2026,” but without strategy, it merely creates “more noise and you’re looking for signal.”
• AI won’t replace fundraisers—“someone who knows how to use AI is coming to take your job.”
• Use AI to “remove administrative drag so you can focus on relationship.”
• Action points:
  • Pick one time-consuming process (e.g., proposal drafting, donor research, thank-you letters) to automate with AI.
  • Free up saved hours for donor conversations.

Quote: “AI will not replace fundraisers...AI is not coming to take your job. Someone who knows how to use AI is coming to take your job.” [13:45]

4. Trend #3: Leverage is Greater Than Expansion

[17:01–22:00]

• Rhea admits to suffering from “Shiny Object Syndrome” but underscores that the winners in 2025-2026 are “doubling down on existing strengths instead of chasing new strategies.”
• References Jim Collins’ "Good to Great" — be the hedgehog, not the fox.
• Action points:
  • Run a "leverage audit": What worked in 2024-25? Which donors/programs have ongoing momentum?
  • Choose one proven strategy to double down on in Q1.
• Quote: “You don’t have to chase all of the new shiny things. You just have to figure out what works and do more of it.” [19:30]

5. Trend #4: The Contributor/Correspondent Era – Collaboration Over Competition

[22:01–26:30]

• Influence is shifting from “thought leadership” to recurring collaboration with trusted contributors.
• Co-created content, panels, and cross-promotion are powerful donor amplifiers and trust builders.
• Rhea shares her personal story of her 10x Crew, a supportive alliance of nonprofit leaders, as an example of the amplifier effect of collaborations.
• Action points:
  • Identify three partners—corporate, nonprofit, foundation, or community—to co-create donor value (e.g., joint updates, roundtables).
  • “You’re building your ecosystem. Do not go alone.”
• Quote: “If you marry one of us, you marry all of us...there’s an exposure effect where they then get to know the work of a lot of us. Powerful amplifier.” [25:10]

6. Trend #5: Identity Before Strategy – Clarity is the Only Moat Left

[26:31–32:00]

• 2025 “exposed shaky positioning and scattered messaging.”
• Two organizations can have the same strategy; the one with a clear identity, purpose, voice, and conviction will always win.
• Donors have “TikTok-length” attention spans; confused donors do not give.
• Action points:
  • Answer: (a) What does our organization stand for that is non-negotiable? (b) What future are we inviting donors into? (c) Why should donors trust us now?
  • Use clear proof and ROI language, especially for major donors: “If this, then this,” backed by data.
• Quote: “You want to become a category of one because of the clarity of your conviction. You want to have a mission that feels inevitable.” [29:10]

Recap: 2025 Was the Wake-Up Year

[32:01–34:00]

• Rhea predicts an uptick in nonprofit mergers/acquisitions as pressure points rise.
• The essentials for success in 2026: Clarity, trust, relationships, and focus.
• Final tip: "Pick one trend, act on it this week, and your 2026 fundraiser will thank you.” [33:45]

Notable Quotes & Memorable Moments

• On burnout and grace:
  “The fact that you were able to do what you could do is in and of itself a bit of a miracle.” [03:52]
• On personal connection:
  “Depth beats volume and relationships are going to beat reach.” [06:10]
• On AI proficiency:
  “AI is not coming to take your job. Someone who knows how to use AI is coming to take your job.” [13:45]
• On focus:
  “You don’t have the time, you don’t have the emotional bandwidth, you don’t have the energy to do all of the things. Just do one or two things exceptionally well.” [20:10]
• On collaboration:
  “If you marry one of us, you marry all of us.” [25:10]
• On clarity:
  “Donors are looking for clarity. They’re looking for conviction. They’re looking for a bold point of view.” [28:55] “If you don’t know who you are and why you matter, donors will not either.” [29:30]

Timestamps for Key Segments

• [00:00–02:00] – Introduction, reason for reflection
• [02:00–05:00] – The “pressure cooker” year and emotional labor
• [06:00–12:00] – Quality conversations vs. reach; donor engagement advice
• [12:01–17:00] – AI’s impact and practical AI adoption
• [17:01–22:00] – Simplification, leverage, and focus
• [22:01–26:30] – Collaboration as an amplifier
• [26:31–32:00] – Clarity, the trust recession, and powerful messaging
• [32:01–34:00] – Year-end wrap, urgency, and final call to action

Takeaways for Nonprofit Leaders

• Take stock of the unique pressures of 2025; acknowledge your accomplishments in the context of global instability and sector burnout.
• In 2026, success will favor those who invest in authentic conversations, harness AI strategically, double down on their strengths, collaborate for greater reach, and communicate with absolute clarity.
• Action now: Pick one of Rhea’s trends and implement a related action this week to set your organization up for a resilient and effective 2026.

For more tools, resources, and support, visit Rhea Wong’s website or subscribe to her newsletter as mentioned at the top of the show.