In a year marked by uncertainty and sudden change, nonprofits are being asked to do more with less.
Against this backdrop, nearly 1,000 nonprofit professionals representing more than 600 organizations gathered at the Hilton San Diego Bayfront for the 2025 San Diego Fundraising Conference presented by PNC Bank.
Over two energizing days, some of the brightest minds in fundraising came together to get to the heart of what philanthropy truly means: people connecting with people.
The Generosity Crisis is Real
Dr. Una Osili shared research that shows overall giving remains strong, averaging about $2,581 per donor household, but the share of U.S. households that give has steadily declined over the past two decades.
Fewer donors mean nonprofits must stretch every gift further, making it essential to deepen engagement with existing supporters and to find new ways to inspire first-time givers.
Shift from Raising Money to Building Connection
In his keynote, Nathan Chappell – author, AI inventor and thought leader on the future of generosity – challenged a fundamental assumption about fundraising.
“Nonprofits are no longer in the business of raising money,” Chappell said. “They’re in the business of building connection.”
Instead of chasing scarce dollars and “treating donors like ATMs”, he urged organizations to re-center on belonging and shared purpose, inviting people into something they cannot achieve alone.
By focusing on authentic relationships and shared purpose, nonprofits can create the sense of belonging and community that sustains giving even in uncertain times.
Gather with Purpose
Author and facilitator Priya Parker reminds us that memorable gatherings don’t happen by accident, they’re designed. For fundraisers, that means being explicit about why you’re bringing people together and shaping every element to serve that purpose.
Move beyond hosting ‘just another event’, instead, create a curated experience that helps donors and community members feel seen, useful and connected.
When every choice – from the first welcome email to the final in-person goodbye – reflects a clear purpose, gatherings become engines of belonging and shared commitment.
Care For the Fundraiser, Sustain the Mission
In her keynote, Mallory Erickson, founder of Practivated, reminded us that fundraising is deeply personal work. She urged nonprofit professionals to pause, ground themselves and care for their own well-being – noting that clarity comes from a centered state, not constant reaction.
“Fundraising has always been hard, and it’s only really getting harder,” she said. “People who are mission-driven and care so much about their work are even more emotionally exposed to the turbulence we’re dealing with right now.”
Rather than telling staff to “toughen up,” she encouraged organizations to normalize strong emotions and equip teams with tools to manage stress and build resilience.
Supporting the people who do this work isn’t optional. It’s essential to sustain the mission.
Use Technology Thoughtfully, Keep the Human Touch
Technology and AI are transforming fundraising, from donor management systems to personalized stewardship. Several conference speakers shared how timing and personalization can make or break donor relationships.
The takeaway: tools are only as good as the processes and care behind them.
Nonprofits should embrace technology to streamline data and deepen insight, but never at the expense of authentic connection. Thoughtful systems, timely follow-up and a personal voice remain the heart of trust and lasting generosity.
Moving Forward
As more than 80% of San Diegans (and countless Americans) benefit from nonprofits every year, the strength of local charities matters to all who call San Diego home.
The San Diego Fundraising Conference presented by PNC Bank underscored that the future of philanthropy isn’t about bigger budgets, it’s about stronger connections and sharper focus.
Whether through deeper donor relationships, gatherings designed with purpose or thoughtful use of technology, nonprofits will thrive by centering people and caring for the professionals who make the work possible.
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