Using Wiland and GivingSignals to Navigate 2025’s Fundraising Pinch

The nonprofit sector is entering the second half of 2025 with serious headwinds: a shrinking donor pool, rising costs, and a volatile political and economic environment. With donor counts down 15% since January 2023, increased postage costs, cuts to government funding, and consumer confidence at record lows, nonprofits are being asked to do the impossible—raise more money with fewer resources. 

At Wiland, we believe that the smartest way forward is through data-driven fundraising. And our GivingSignals™ solution was built specifically to help nonprofits meet this moment. 

A Challenging Landscape—And an Urgent Opportunity 

The fundraising boom of the COVID era is long gone. Today, nonprofits are seeing: 

• Fewer donors: Another 6% decline in donor counts in 2024. 

• Higher costs: Postage for nonprofit marketing mail has risen by up to 9.5%. 

• Reduced budgets: Cuts to federal and international nonprofit funding. 

• Economic uncertainty: Market volatility and low consumer confidence make giving less predictable. 

But while donor counts are shrinking, not all is lost. In fact, the latest data shows that donors giving $500+ actually increased their gift count by 8% in 2024. The challenge is finding more of these high-value supporters—and keeping them engaged. That’s where smarter data driven fundraising strategies make all the difference. 

4 Ways  GivingSignals Builds Smarter Fundraising Campaigns 

Wiland’s GivingSignals product is designed to help nonprofit marketers make every dollar count by harnessing the power of predictive data. Here’s how: 

1. Optimize Your Donor Contact Strategy 

Most nonprofits still follow a one-size-fits-all outreach cadence, often mailing donors up to 20 times a year, even when most donors only give twice. GivingSignals uses seasonality and behavioral modeling to identify when each donor is most likely to give, allowing you to cut waste without cutting donors. 

Result: Reach donors at the right time with fewer appeals, saving $1.20–$1.80 per donor per dropped mailing.  

2. Stop Over-Suppressing Your Best Prospects 

It’s common for nonprofits to over-suppress names from acquisition campaigns, often removing past donors who aren’t actively being cultivated. This outdated practice removes high-potential donors before they even see your message. 

GivingSignals helps you audit and streamline your suppression files, ensuring that only the truly ineligible names are excluded. Everyone else stays in play. 

Result: Increase response rates by bringing your best prospects back into the fold. 

3. Uncover Hidden High-Value Donors 

Within your existing donor file are future sustainers, mid-level, and major donors—you just have to find them. GivingSignals combines Wiland’s vast cooperative database of giving transactions, demographic data, and behavioral insights to identify these high-value prospects. 

Result: Spend pennies to uncover donors who will deliver long-term value, without blowing your budget. 

4. Enhance Direct Mail with Digital Touchpoints 

GivingSignals enables precision targeting for digital fundraising tactics like: 

• Programmatic display and social ads to reinforce your appeals. 

• CTV campaigns for high-value donor engagement. 

• Peer-to-peer texting, which boasts 90%+ delivery rates and strong donor response. 

Result: Layer digital on top of direct mail to boost performance—without a major budget increase. 

Leverage GivingSignals to Make Every Marketing Dollar Work Harder 

In a time when every fundraising dollar matters more than ever, Wiland’s GivingSignals helps nonprofits work smarter, not harder. By leveraging predictive data and deep donor insights, organizations can execute a robust data-driven fundraising strategy that identify their most likely givers, optimize their outreach, and build stronger donor relationships. 

The bottom line? You don’t need a bigger budget. You need better data. 

Let us show you how GivingSignals can help you raise more with less. Visit www.wiland.com/nonprofits/ or contact us to learn how you can put data to work in your fundraising program. 

Wiland is the marketing data company that nonprofits trust to help them navigate uncertainty and drive sustainable growth.