The Next Big Shift in Fundraising? It's Already in Your DNA
A Letter from Eli Silva, CEO of G-Lab
Dear CRD Community,
Sometimes, the most profound insights come from the most straightforward observations. At this year's CRD Conference, as I watched hundreds of development professionals eagerly discuss AI, data ecosystems, and digital transformation, something struck me: every technological revolution in human history has presented us with the same fundamental question: How do we maintain authentic human connection in an increasingly automated world?
The Beautiful Paradox of 2025
Here's what fascinates me: while everyone is searching for "the next big shift" in fundraising technology, we're witnessing a return to our most fundamental truth - relationships matter more than ever. Every technological leap humanity has taken—from the printing press to social media—has simultaneously connected and disconnected us. Paperbacks became digital books, offering infinite libraries but taking away the tactile experience of turning a page. Social platforms have made global connections possible but sometimes disconnected us from those closest to us.
This tension was palpable in every conversation at the conference. As we navigate the era of AI-powered solutions, there's an underlying anxiety: Will technology replace human connection? As demonstrated by our ALM Division's remarkable results, the answer is quite the opposite.
When Technology Serves Relationships
During our workshop on "Setting up a Digital Fundraising Ecosystem in 2025," our Digital Fundraising Ecosystem Team Leader, Nick Leggiero-Silva, and ALM's Communications and Marketing Director, Aimee Murray, shared something extraordinary. When we use technology to enhance rather than replace human connection, the numbers speak for themselves. The ALM Division's digital donations grew to over $1 million, with email-attributed donations increasing by more than 30%.
But here's what matters: behind these numbers are genuine relationships. Over 5,500 donors chose to connect with the Salvation Army's mission through digital channels. Each represents a transaction and a relationship strengthened through personalized communication and meaningful engagement.
What sets apart organizations that thrive in this digital age? Our workshop revealed five key insights that we'll be exploring in depth over the next few days:
Authenticity Trumps Automation
While AI can craft perfect messages, donors increasingly value authentic, human communication.
The question isn't "How can we automate?" but "How can we be more genuinely human at scale?"
Data as a Bridge, Not a Barrier
Modern data analytics should bring us closer to our donors, not create distance
(You'll be amazed by how the ALM Division turned data silos into donor relationships - stay tuned for the entire case study on day three of this series)
The New Meaning of Personalization
Beyond "Dear [First Name]"—today's donors expect truly personalized experiences
Our workshop revealed how breaking down data silos led to unprecedented donor engagement.
Community in the Digital Age
Digital tools can strengthen community bonds when used thoughtfully
The conference itself demonstrated how technology can enhance, not replace, physical community
The Role of AI in Relationship Building
AI should augment human capabilities, not replace them
Success lies in finding the right balance between automation and personal touch
Your Journey to Relationship-First Fundraising
The insights shared at the CRD Conference were too valuable to contain in a single article. That's why we're embarking on a three-day journey to explore the future of fundraising:
Tomorrow (Day 2):
The essential tools keeping our remote teams connected and thriving
Exclusive access to our 2025 Annual Report Template
Practical strategies for balancing technology and personal touch
Day 3 (The Complete Blueprint):
Full ALM case study revealing how they achieved over $1 million in digital donations
Step-by-step implementation guide for your organization
Access to our complete CRD presentation
A Return to What Matters
Marketing trends for 2025 confirm what we've always known: relationships are the most valuable currency in fundraising. Data-driven personalization, AI-assisted communication, and human-centric approaches aren't just optional—they're essential for organizations that want to thrive. These trends don't introduce anything new; they amplify a principle as old as time: relationships matter.
At G-Lab, we understand that AI isn't just about insights but relationships. It's about understanding human behavior, preferences, and needs more deeply. Whether aligning remote teams or reactivating donors after decades of silence, our work remains rooted in the idea that technology is a servant of connection.
Join the Conversation
We're just beginning this journey of discovering how technology can deepen our connections with donors, volunteers, and communities. I invite you to:
Share your thoughts and experiences in the comments below
Follow G-Lab on LinkedIn for daily insights and updates on this series
Watch your inbox tomorrow for exclusive tools and templates
The future of fundraising isn't about choosing between technology and human connection—it's about using one to enhance the other. Stay tuned as we reveal exactly how in the coming days.
With gratitude,
Eli Silva
CEO, G-Lab
