A decade ago, digital fundraising was often an afterthought, squeezed into someone's already-full job description. Now? It's become essential infrastructure. The shift has been dramatic: in 2020, 54% of nonprofits reported having dedicated digital staff. By 2024, that number climbed to 80%.
The what
This isn't just about hiring people with "digital" in their title. It's about organizations recognizing that online fundraising requires specialized skills, dedicated attention, and strategic focus. Digital staff today handle everything from donation page optimization to email campaigns to emerging payment methods.
When digital was a side hustle, it got side-hustle results. When it became a real job, organizations started seeing real returns.
The why
Donors have changed. They expect seamless online experiences because every other part of their digital life already delivers that. They expect personalized communication because that's what they get from their favorite brands. Meeting these expectations takes time, expertise, and someone whose primary job is making it happen.
Organizations that invested early in digital talent are now seeing compounding benefits: better donor retention, more sophisticated campaigns, and the institutional knowledge that only comes from stability. Digital fundraising isn't getting simpler. It's getting more complex, more competitive, and more important every year.
Should you care?
If you're still treating digital as an add-on responsibility, you're already behind. The organizations that built dedicated digital capacity years ago are now operating at a different level. They're testing, learning, and optimizing while others are still figuring out the basics.
The good news? You don't necessarily need a huge team. You need someone whose job it is to wake up every day thinking about your digital donor experience. Start with one dedicated role if that's what's realistic. Focus on the fundamentals: a strong donation experience, consistent communication, and clean data.
The organizations raising more online aren't doing magic. They just decided digital deserved real attention. The question is whether you're ready to make that same decision.