AFP 2025 Wrap-Up: Midlevel and DAF Are Bright Spots in Challenging Times

This year’s AFP ICON carried an unmistakable sense of urgency. With headlines warning of a possible recession and many fundraisers feeling softness in their efforts, the gathering in Seattle became more than a professional development event. It became a strategy huddle.

Even before 2025’s challenges took hold, the data was sobering. Several new reports show that 2024 was another year of stagnation: while total dollars raised held steady, donor counts continued to fall—down again after a 4.4% decline the year before.

So what can nonprofits do to grow when growth feels out of reach? Two themes were loud and clear: double down on retention—especially among high-value segments like midlevel donors—and get serious about donor-advised funds (DAFs).

Midlevel Isn’t the Middle Anymore—It’s the Core

Sea Change Strategies’ latest Mini Missing Middle Report builds on a robust study of nearly 6,000 midlevel donors across 36 nonprofits. The findings are as clear as they are compelling: midlevel donors are disproportionately valuable, remarkably loyal, and structurally under-resourced.

• Nearly 90% say they are very likely to renew their gift.

• Over 50% have been giving to their organization for more than a decade.

• And many are already giving at their personal ceiling, making retention and stewardship the most powerful levers for impact.

Organizations like Earthjustice and American Rivers are reaping the rewards of strategic midlevel investment.

Earthjustice’s Justice Partners program stands out for its commitment to nuance. Rather than treating midlevel donors as a single bloc, they’ve implemented a seven-part, multichannel qualification series that helps them segment donors based on behavior and preferences. The result? A clear understanding of who wants a deep, ongoing relationship—and who prefers a lighter-touch and less robust approach. This lets Earthjustice tailor engagement strategies accordingly, increasing both satisfaction and retention.

The International Rescue Committee’s Rescue Collective takes a similarly intentional approach—while also planting seeds for long-term growth. By positioning planned giving as a natural next step for committed midlevel donors under the same Rescue Collective brand, they’ve created a cohesive pipeline that deepens engagement and increases lifetime value.

American Rivers has found success through a mix of emotion and authenticity. Their mission-driven storytelling—like compelling time-lapse videos of dam removals—paired with thoughtful, old-school touches like thank-you calls, has helped turn $2,500 donors into $10,000 champions.

The bottom line? Midlevel donors offer not just financial stability, but deep emotional investment.

DAFs: The Secret Weapon for Midlevel Growth

Donor-Advised Funds (DAFs) were another hot topic at AFP—and for good reason. DAF giving has surged in moments of crisis, including 2008, COVID-19, and again in early 2024. For organizations who already have strong midlevel programs, DAFs offer a powerful tool for unlocking larger gifts, especially from donors who have liquidity but need time or tax incentives to give.

Here’s what you need to know:

• Average DAF account: ~$140,000
  Perfectly aligned with the financial profile of many midlevel donors.

• Payout rate in 2024: 24%
  That’s nearly 5x the required minimum for private foundations.

• Where DAFs are held:
  75% are held at national sponsors like Fidelity Charitable, Schwab, and Vanguard. The remaining 25% are with community foundations, religious orgs, or white-label services like Wells Fargo using Schwab platforms.

• DAF donors are planned giving prospects:
  They’re required to name successor beneficiaries—so make the case for being named in their legacy plans.

For fundraisers, this means updating giving pages and donor outreach with DAF-friendly language—and being intentional about thanking DAF donors. Don’t overlook them. Fewer than 4% of DAF grants are truly anonymous, which means there’s ample opportunity to build real relationships with these donors and turn transactional gifts into lasting support.

Takeaway: In Flat Times, Deep Relationships Pay Off

If there’s one lesson from AFP 2025, it’s this: fundraising is no longer about playing the volume game. It’s about doubling down on your most committed audiences—those who have already said “yes,” even if just once. That means:

• Prioritizing midlevel retention over chasing new acquisition.

• Educating donors about DAFs and making it easy to give through them.

• Positioning midlevel donors for planned giving and long-term investment.

• Taking the long view on upgrades from grassroots and into major giving.

As one fundraiser put it during a breakout session, “Flat years don’t have to mean flat fundraising. They just mean we have to go deeper, not wider.”