2025 in Review: Purpose Is Not A Luxury, It’s Fuel.
As we close out 2025, we find ourselves reflecting on a year defined by change, creativity, and a renewed push toward purpose. Across every conversation, workshop, boardroom, and strategic planning session, one theme kept rising above the noise: organizational leaders are hungry to deepen their impact, boldly, sustainably, and with intention.
Below is a look at the resonant trends we witnessed this year, what they taught us, and what we’re bringing with us into 2026 when it comes to culture, strategy, and operational efficiency.
Culture
The Trend:
Impact Over Output: Nonprofits this year shifted from “what we offer” to “why it matters.” Mission-driven language, clear storytelling, and a focus on meaning, belonging, and impact became central to how organizations communicated with their communities. The message was unmistakable: clarity and purpose resonate more than ever.
What We Learned:
Returning to Our ‘Why’ Is More Necessary Than Ever: In a year defined by rapid change, many leaders felt depleted. But 2025 offered a critical reminder: reconnecting with our purpose, individually, organizationally, and communally, restores energy and meaning. Purpose is not a luxury; it’s fuel.
Clarity Quiets the Chaos: We saw firsthand how in-person convening, transparent communication, well-defined priorities, and shared expectations strengthened collaboration and created calmer teams. Clarity isn’t just a management tool. It’s a gift.
What We’re Taking into 2026:
Connection Is the New Competitive Advantage: Remote and hybrid work aren’t going anywhere, and this year reaffirmed that even the strongest strategies falter when teams feel disconnected. In 2026, we’re doubling down on helping organizations strengthen alignment, build connection, and cultivate shared conviction. When people feel part of something bigger, the work accelerates.
Patience and Hope, A Partnership That Matters: This year reminded us that meaningful progress demands both steadiness and optimism. Patience keeps us grounded through complexity; hope propels us toward possibility. Together, they reinforce that the long game is still worth playing.
STRATEGY
The Trend:
A Surge in Creative Revenue Models: We saw organizations leaning into new, imaginative approaches to revenue generation, beyond traditional philanthropy. From earned-income strategies to endowment building and hybrid funding models, there’s growing curiosity around building long-term sustainability without compromising mission. This energy has been both exciting and deeply encouraging.
What We Learned:
One Size Fits No One: No framework works universally. Every organization comes with its own systems, history, culture, and constraints. The most successful partnerships this year were the ones where we went deep– listening first, learning second, designing third. Strategic customization is the only path to meaningful, lasting change.
Don’t Abandon the Middle: While major donors and broad-based giving programs tend to get the spotlight, 2025 reminded us of the power of the mid-level donor. These donors often show up with Time, Talent, and Treasure, an unstoppable combination. Rooted in the idea of shared responsibility, this group remains essential to organizational resilience.
What We’re Taking into 2026
Lead With Accountability, Integrity, and Resilience: These are the words we’re carrying forward. Accountability for doing the difficult work and asking hard questions. Integrity in staying true to our values, ethics, and our clients’ missions. Resilience in helping teams build the frameworks that allow them to navigate uncertainty and emerge stronger.
OPERATIONAL EFFICIENCY
The Trend:
AI as a Strategic Accelerator: AI didn’t diminish expertise this year; it expanded its reach. From summarizing stakeholder interviews to drafting donor communications and preparing board materials, teams utilized AI to move faster while preserving their voice, ethics, and wisdom. The real value wasn’t automation; it was freeing up time for deepening relationships, purpose-driven strategic planning, and more time for fun and play.
What We Learned
Prioritization of Resources: In challenging economic, social sector, and workplace realities, non-profit organizational teams are stretched thin as they struggle to prioritize where to focus their limited time, talent, and financial resources. Leadership teams increasingly desire interventions to bring about greater clarity, strategic prioritization, and interdisciplinary collaboration to deepen impact and advance work.
What We’re Taking into 2026
Stay Curious, Stay Courageous: AI is reshaping how we think, plan, and create, but our challenge is not simply to keep up with technology. It’s to remain lifelong learners, refusing complacency. The opportunity lies in using these tools intentionally so we can show up as sharper, more thoughtful versions of ourselves.
Strengthening the Backbone: Mission and energy inspire, but operational strength sustains. The sometimes boring backbone work (systems, governance, staff structures, decision-making frameworks) is what allows organizations not only to survive but to thrive. This is the work that fortifies impact.
Looking Ahead
2026 already feels like a year of possibility. Our commitment to our clients, our community, and our collective future is to continue showing up with clarity, honesty, creativity, and heart. Thank you for trusting us to be a partner in your work this year. We are grateful for you, inspired by you, and energized by what lies ahead.
Here’s to a year of reimagining, aligning, and flourishing. Onward!
With gratitude to ABW Partners Consultants and Strategic Partners who contributed to this piece: Jenna Corman Mandel, Shoshi Rothschild, Jamie Walman, Andrea B. Wasserman