It's hard to believe another year is complete.

As we wind down 2024, I’ve enjoyed reflecting on the year that has passed, highlighting the ideas we shared, answering the questions we asked, and seeking better ways to learn from each other.

Before I get into it, thank you for being here. The time you’ve taken out of your schedule to read and engage with this newsletter is a gift to me. I’m grateful for you.

One of the best parts of writing this newsletter is that it records our ideas.

I can review the themes that worked, the ones that failed (there were a few), and my favourite—those that continue to energize me.

Do you remember the ideas that energized you?

In today’s edition of the Social Profit Stack, I’ll highlight the top themes from 2024 and explain why they mattered, helping to prepare us for the upcoming year.

Let’s dig in.

What a Year of Learning Together!

2024 was a combined win! It’s been an incredible year of learning, and we’ve all made an enormous shift in our approach to fundraising.

We explored over 26 topics, from embracing a digital mindset to leveraging automation for donor retention.

One of the hottest reads was in April. I shared "Encouragement Leads Innovation in Your Nonprofit," which was the most opened email this year! (58 % open rate)

I loved that messages of supporting each other while embracing innovation stood out. It shows how we like to get things done.

A close second saw 56% of you open the email Ignite Engagement With A Simple Thank You Page.

It’s incredible how several themes helped us focus on what works in online fundraising.

Key Themes That Shaped 2024

Theme 1: Engagement is Everything

This year, creating deeper online donor connections was a central theme in my writing.

Whether through personalized thank-you pages or strategies to elevate the donor journey, engagement drove results.

One standout was email #11, Elevate Your Donors' Online Journey, which generated a 32% click-through rate.

This one inspired dozens of you to share success stories about how minor tweaks to your website or communications increased repeat donations.

Theme 2: Automation Drives Results

Many of you embraced automation this year to streamline your fundraising efforts and elevate your impact.

Emails like #23, Explore Automation: A Direct Line to More Impact and #16, Unlock New Donor Retention with Email Automation, sparked incredible conversations.

The results speak for themselves. Nonprofits who use automated email sequences reported saving 5+ hours per week on repetitive tasks, freeing up time for deeper donor engagement.

Even better, organizations that added personalized welcome sequences saw an average 20% increase in first-year donor retention—proof that automation can work wonders when paired with personalized messaging.

Theme 3: Personalization Creates Lasting Impact

Personalization emerged as a game-changer in 2024, with emails like Amplify Your Impact: 6 Personalization Techniques to Boost Engagement leading the charge.

Nonprofits that tested donor emails with personalized subject lines or tailored content saw open rates increase by up to 40% compared to generic emails.

One reader reported that incorporating a milestone into donor communications led to more donations from long-time supporters who felt that touch was appreciated.

Theme 4: Innovation Begins with a Digital Mindset

Shifting how we think about digital tools and strategies was another powerful takeaway.

Email #20, Embrace a Digital Mindset, showed how nonprofits can move beyond adopting new tools to using data and analytics to inform decisions and guide strategy.

For example, organizations that tested AI-driven prompts reported improved efficiency in crafting donor appeals, cutting writing time in half while maintaining strong donor engagement.

Always remember that using innovation isn’t about perfection but experimenting and growing.

Looking Ahead to 2025

This year showed us that innovation and purpose can result in extraordinary results. Let’s keep the momentum going!

I’ll continue sharing tools, strategies, and insights to support your growth as a digital-first nonprofit.

And yes, we’ll continue building on the themes you loved most this year that can deepen donor relationships, save time with automation, and amplify impact through creative, digital-first approaches.

Are there specific strategies from these themes that you’d like to explore further? Let me know. I’d love to tailor content that helps you achieve your goals in 2025!

Thanks again for reading the Social Profit Stack. I’m excited to see what we can do together!

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Link 💜

Get Your 2024 LinkedIn Unwrapped with this new tool called Cleve. See how you crushed it on LinkedIn this year! Discover your top posts, key trends, insights, and who your LinkedIn buddies are 🤫

Rather than see a link soup, you can review the emails I mentioned above by visiting my Kit profile. Read the ones you missed, or review the good stuff again.

Do me a favour—I'd love more nonprofit pros to find us! If you love this email (or you feel it needs improvement), please share a review here. I'm ready!