💥 MobilePay is booming, AI is optimizing outreach, and legacy giving is breaking records. Here are 9 major insights every nonprofit should know — and the big questions they raise for the future of giving.
👏 Huge credit to ISOBRO and Wilke for producing Fundraisinganalysen 2025 — a report that not only delivers an unprecedented deep dive into the Danish fundraising landscape, but also sets a new standard for how data can drive strategy in the nonprofit sector.
Here are the most important takeaways and why they matter:
1. Size and Type Shape Everything
Large organizations raise nearly 50 times more than small ones. Religious groups outperform in generosity, while nature and health orgs lead in legacy income.
🧠 Lesson: Peer-group benchmarking is essential. Compare apples to apples — and tailor your strategy accordingly.
2. Kirkelige Organisations Defy Donation Norms
With average one-time donations of DKK 4,709, church-based groups far exceed the average of DKK 577. They also lead in regular giving and payment service contributions.
🔍 Why it matters: High-trust relationships and community roots may explain the results — offering a model worth studying.
3. Legacies (Arv) Are Lucrative — and Volatile
The average legacy tops DKK 743,000, and total income from legacies is rising fast — up 84% year over year. But orgs only average about 14 cases annually.
💡 What to watch: Fewer, larger legacies = more risk. Diversification and planned giving strategies are key.
4. Digital Recurring Giving Is the Future
MobilePay Subscriptions grew by 32%, while traditional Betalingsservice agreements declined slightly. Fixed supporters now give an average of DKK 1,169/year.
📱 Strategic move: Prioritize mobile-friendly, low-friction giving options — especially for younger donors.
5. CRM, AI, and Automation Take Center Stage
Organizations are heavily investing in CRM upgrades, marketing automation, and AI-powered segmentation, with examples like Danish Refugee Council already using tools like Allyy to optimize Direct Mail.
🚀 Takeaway: Smart tech isn’t optional anymore. It’s your edge in personalization, efficiency, and scale.
6. Social Media: Great for Engagement, Not Always for Income
While nearly 98% of SoMe ad budgets go to Meta, the actual income doesn’t always justify the cost. The focus is more on awareness and engagement than direct conversions.
⚖️ So what? Invest wisely. Not all channels perform equally, and impact isn’t always measured in kroner alone.
7. Face-to-Face is Shrinking, but Telemarketing Holds Strong
Telemarketing accounts for 61% of new member acquisition, while Door2Door is almost extinct. When used, though, it yields high-volume results.
📞 Key insight: High-touch still works — but only if done strategically and at scale.
8. Second-Hand Shops = Big Opportunity (for Some)
Only a few engage in thrift store fundraising, but those who do earn impressive profits — DKK 10.4 million in annual surplus across 25 shops.
🏪 Should you consider it? Maybe — if your brand fits and you have the operational muscle.
9. Lead Generation is Getting Smarter
Gamification and newsletter strategies are helping orgs — especially health and medium-sized ones — convert followers into actionable leads. Some report SoMe-to-lead rates of up to 40%.
🎮 Why care: Innovation in engagement directly feeds your donor pipeline.
🧠 Final Thought: This Is a Snapshot — The Story Keeps Evolving
As the sector shifts toward loyalty over one-time gifts, and as big bequests and digital infrastructure take hold, nonprofits are grappling with new questions:
How will donors evolve in a mobile, subscription-first world?
And what will it take to build deeper, lasting relationships in that environment?
This report offers a vital moment of clarity — but the real work is in what happens next.
🎧 Want to Go Deeper?
If this article has sparked your curiosity, there’s more where that came from.
📄 If you want to read the full report — packed with data, benchmarks, and detailed breakdowns — you can click here to access the full Fundraisinganalysen 2025.
🎙️ Or tune in to “our“ podcast episode where we dive into our favorite insights from the report. In just 18 minutes, we unpack what the data really means for your strategy, your donors, and the future of fundraising in Denmark.
From bequests to MobilePay, from AI to engagement strategies — this is your essential recap, with expert commentary and real-world takeaways.
