The most read Candid insights articles in 2024: Fundraising, AI, and diversity 

Thank you for being a regular reader of Candid insights, which we launched as a new platform earlier this year. As 2024 draws to a close, we wanted to share some of the most read articles we published this year. 

Fundraising and AI 

Nonprofit fundraising in an election year is especially tough. What can fundraisers do? by Chris Maddocks, Blue State. Not surprisingly, the Candid insights article with the most pageviews brings together two hot topics, one cyclical and one perennial: elections and nonprofit fundraising. Ways to bolster nonprofit fundraising in an election year include tailoring and targeting messaging, diversifying outreach, and embracing data-driven decisions. For the next election cycle and beyond, nonprofits need to diversify outreach channels and messages and expand their audience. 

3 GivingTuesday strategies for year-end nonprofit fundraising by Celeste Flores and Samir Khan, GivingTuesday. GivingTuesday should be part of a year-round fundraising plan: Try focusing on an untapped group of potential donors or a specific program or project; offer multiple entry points and options for engagement, beyond financial contributions; and promote a monthly giving program that makes it easy for people to set up recurring donations. 

To bot or not to bot: Using generative AI in grantwriting by David Holmes and Kristin Hanlin, Candid. There’s no doubt that the impact of generative AI was top of mind for many across all sectors, but for nonprofit fundraisers, that is the question. This Candid insights article discusses the basics of what generative AI is, how it can be useful in a grantwriting context, and how to use the content it generates with caution.  Now, the other question is… 

Where do foundations stand on AI-generated grant proposals? by Guy Mika, Candid. Naturally, we were curious to know how grantmakers felt about the use of generative AI in funding applications. In its annual survey of foundation giving trends, Candid finds 57% of grantmakers didn’t know whether they’d received applications created with generative AI, only 10% accepted or planned to accept them, and 67% were undecided. “We are agnostic to the tools that applicants use to create grant applications,” one survey comment said. “Whether assisted by AI or not, applicants need to articulate their needs and alignment with our areas of giving in order to receive favorable assessment.” 

Is your nonprofit organization ‘grant-ready’? by Lori Guidry, Candid. Regardless of whether a nonprofit uses generative AI to write applications, it has to have the necessary understanding, capacity, and infrastructure to apply for foundation grants, which are largely restricted to program expenses. Find out what you need to know before you get started, what the minimum requirements are, and where to learn more. 

Mitigating future risks: Why your organization should have an AI policy by Astrid Vinje, Candid. Of course, the impact of AI use is not limited to grantwriting. Candid’s contracts and compliance manager explains how an AI policy can help maximize the benefits of using these tools—by proactively mitigating risks inherent in AI, establishing clear operational standards and procedures, and preparing for the future.  

Beyond efficiency: A human-first AI adoption strategy by Beth Kanter, author, and Allison Fine, Every.org. According to the authors of The Smart Nonprofit: Staying Human-Centered in an Age of AI, the human risks of over-reliance on AI tools for time and cost efficiency include exacerbating the burnout crisis and eroding internal collaboration and communication. Putting humans first while using AI tools would mean redefining “productivity”; disrupting job tasks, not eliminating jobs; and investing in “soft skills.”  

Diversity, equity, and inclusion 

In addition to fundraising and AI, topics that recur in our most read Candid insights articles are organizational diversity and diversity, equity, and inclusion (DEI) efforts:  

What to know about U.S. nonprofit sector demographics by Kyoko Uchida, Candid. Based on data from 59,550 public charities that shared demographic data between July 2019 and January 2024, Candid’s report The state of diversity in the U.S. nonprofit sector asks questions such as: Are staff, leaders, and board members equally diverse? How do majority BIPOC-led (Black, Indigenous, and people of color) nonprofits fare compared with majority white-led ones? 

Co-leadership: A path to more diverse, sustainable nonprofits? by Cathleen Clerkin, Candid. Candid data suggests that co-leadership models are becoming increasingly common—adopted to increase capacity, efficiency, and transparency in their operations; to allow for a broader range of identities; and/or to divide leadership duties to reduce burnout, build equity, and support working families. “[S]mall community-based organizations may be more likely to see co-leadership as a way to advance their social justice missions by prioritizing power sharing and fostering BIPOC and women’s leadership,” writes Clerkin. 

The data is in: DEI strategies can benefit all by Frances Kunreuther and Mecedes Brown, Building Movement Project. BMP’s survey on nonprofit workplace DEI programs found that not only were BIPOC (Black, Indigenous, and people of color) respondents more likely than white respondents to rate DEI strategies as effective; the more DEI strategies an organization employed, the higher both BIPOC and white respondents rated their workplace experience. 

Centering communities: Leaning into participatory grantmaking to increase equity by Candace Burton, Boston Foundation. Participatory grantmaking, as one element of shifting power from funders to grantees and communities, was another emerging theme this year. In this Candid insights article, Burton illustrates the rationale behind it, its role in trust-based philanthropy, and its positive impact on the foundation’s engagement with the community. 

Candid resources 

Also among the most read Candid insights articles were several that featured our research and other resources. Here are a few:  

Candid’s 2024 Nonprofit Compensation Report: Executive compensation is on the rise, but not for everyone by Parshya Kavoosi, Candid. The annual study finds that the gender pay gap has widened at larger organizations, even as median compensation at the top is rising. 

Kickstart a successful fundraising year with Candid Seals of Transparency by Keomony Sen, Candid. Any nonprofit can earn a Bronze, Silver, Gold, or Platinum Seal by demonstrating its commitment to transparency and sharing information about its mission, programs, financials, leadership, and/or goals and metrics. This Candid insights article details how to earn a seal and increase visibility and, in turn, fundraising potential.  

9 free eBooks to help you brush up on basics and build new skills by Katy Klein, Candid. Did you know Candid has a library of eBooks and audiobooks that can help you achieve your goals as a nonprofit professional? Check out these titles—whether you’re brushing up on core skills, leveling up your leadership skills, or venturing beyond your comfort zone to get ahead of the curve on new technology. 

Whether you’re looking for thought leadership and analysis on sector trends and issues, data-driven insights, or advice and training resources, Candid insights’ goal is to support your mission-driven success. We look forward to another year of sharing unique perspectives, research findings, and best practices in 2025.