2025 Nonprofit PR Trends You Can’t Ignore

The nonprofit world isn't just changing — it's transforming. New technologies, shifting donor expectations, and a more crowded media landscape are pushing organizations to rethink how they connect, communicate, and create impact.

Sticking to the old playbook isn’t enough anymore. Donors want real stories, real action, and real transparency. At the same time, nonprofits have more tools than ever to build relationships, amplify their missions, and inspire action — if they know how to use them.

From AI-powered storytelling to more personalized outreach and radically transparent messaging, the future of nonprofit PR is fast, digital, and driven by trust. The stakes are higher, but so is the opportunity. PR isn't just about good press anymore — it's about community, credibility, and staying relevant in a world of constant noise.
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This year, mastering public relations isn’t optional; it’s critical to survival and growth. Let’s dive into the top nonprofit PR trends you simply can’t afford to ignore — and how you can turn them into opportunities for your organization.

The Top Nonprofit PR Trends Shaping 2025

To stay ahead this year, nonprofits need to understand where PR is heading — and adjust their strategies accordingly. Here are the biggest trends you need to know, along with simple tips to start applying them right away:

1. AI Is Becoming a Game Changer

Artificial Intelligence (AI) is no longer just a buzzword — it's a practical tool that's helping nonprofits work smarter. A 2024 study from Nonprofit Tech for Good found that 82% of nonprofits are already using AI informally, mostly for creating content like emails and social media posts. Even more impressive, 30% said AI actually helped boost their fundraising revenue.
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Action Tip: Start small. Use AI tools to draft donor emails, organize your contacts, or even predict which campaigns will perform best.

2. Personalization Isn’t a Nice-to-Have — It’s Expected

Generic “dear donor” messages are out. People expect nonprofits to know their interests and talk to them like individuals. According to Wild Apricot, personalized messages are directly tied to higher donor retention and deeper engagement.

Action Tip: Use simple CRM tools to track donor preferences and customize your emails and campaigns. Small touches — like mentioning a donor's past support — go a long way.

3. Video Content Is Driving Deeper Connections

If you’re not using video yet, 2025 is the year to start. A report from Nonprofit Resource Hub shows that short, emotional videos are now some of the highest-performing content across digital platforms. And they don’t need to be professionally produced — authenticity matters more than perfection.
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Action Tip: Film a quick thank-you message, a behind-the-scenes look at your work, or a success story. Share it on Instagram, YouTube, and TikTok.

4. SMS Is Taking Center Stage

Texts aren’t just for friends anymore. Nonprofits are seeing massive success with SMS campaigns. According to NonProfit PRO, text messages have open rates as high as 98% — way higher than email.

Action Tip: Build a permission-based SMS list and use it for quick updates, urgent donation requests, or event reminders. Keep your texts short, clear, and action-driven.

5. Radical Transparency Is Building Trust

Today’s donors expect more than polished stories. They want honesty — the wins and the challenges. Research from 5WPR highlights that nonprofits that openly share their financials, program results, and lessons learned are gaining more loyal support.

Action Tip: Share regular updates, even if the news isn’t perfect. Realness builds stronger relationships than perfection ever could.

6. Your Board Members Are Your Best PR Team

Board members can be powerful ambassadors, but many aren’t being used to their full potential. Magnetize Agency notes that organizations actively engaging their boards in outreach are seeing bigger event turnouts and stronger donor networks.
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Action Tip: Give your board members short scripts, social media templates, and talking points so they can easily share your mission with their networks.

7. Internal Communication Is a Priority

The talent crunch is real. According to Urban Institute, nonprofit leaders rank staffing and retention as one of their top concerns for 2025. Strong internal communication isn’t just a "nice touch" — it's key to keeping your best people.
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Action Tip: Hold regular team check-ins, celebrate both big and small wins, and establish clear feedback channels. Happy teams also lead to better external PR.

8. Multi-Channel Strategies Are the New Standard

Relying on just email or Facebook isn’t enough anymore. Successful nonprofits are blending email, social media, websites, text messaging, and traditional media for stronger, more consistent outreach (NonProfit PRO).

Action Tip: Map out your campaign messaging and adjust it slightly for each channel — same core message, different formats based on where your audience is.

9. Smart Use of Data Is a Superpower

Data is powerful — but only if you use it. Surprisingly, while 90% of nonprofits collect data, only 5% actually use it to inform real decisions (Wild Apricot).
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Action Tip: Set simple KPIs like email open rates or social media engagement, review them monthly, and tweak your strategies based on real numbers.

10. Community Building Matters More Than Ever

Big donations are great, but strong communities are priceless. Nonprofits that focus on building real, local engagement are seeing longer-term growth. Supporters want to feel like part of something bigger, not just be another name on a list (NonProfit PRO).
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Action Tip: Host community events, open houses, or virtual forums. Make it easy for people to interact not just with you — but with each other.

Top 3 PR Firms That Help Nonprofits Lead the Conversation

In a crowded communications landscape, choosing the right PR partner can make or break your nonprofit’s ability to stand out, build trust, and drive impact. If you’re looking for a firm that truly understands the unique needs of mission-driven organizations, here are three standout agencies to consider:

1. Anat Gerstein, Inc.

A go-to for nonprofits across New York and beyond, Anat Gerstein, Inc. focuses exclusively on organizations doing good — and helps them tell their stories clearly, consistently, and creatively. Their team blends media savvy with strategic chops, and they’ve built a reputation for getting real results where it matters most: in communities, in policy, and in the press.

2. Mission North

With a strong focus on purpose-driven brands and social impact, Mission North offers communications strategies that mix earned media, content creation, and digital storytelling. They’ve worked with tech-for-good companies and nonprofits to help reshape public narratives and scale visibility.

3. 5 Borough Communications

And of course — us. The talented team at 5 Borough Communications partners with nonprofits and social impact orgs that want more than just headlines. We help you lead conversations with clarity, strategy, and just the right amount of bold. Media relations, brand messaging, crisis comms, thought leadership — we do it all with purpose, and we do it with heart.

Final Thoughts

Final ThoughtsThe nonprofit PR landscape in 2025 is full of both challenges and incredible opportunities. It’s not about chasing every new trend — it’s about staying connected, being authentic, and using the right tools to tell your story.

Organizations that lean into transparency, embrace technology, and genuinely build community will stand out and make a bigger impact.

If you start now, you won’t just keep up — you’ll lead the way.