If you’ve been on the fence about scheduling your next Challenge, now is the time to act. We’ve taken a close look at 2024’s full-year Challenge performance and stacked it against our early 2025 data. The trend is undeniable—GoodUnited’s 2025 Challenges are seeing unprecedented results.

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Two key factors are driving these improved results.

1. First, shifts in government policies are making nonprofits more essential than ever. With federal funding declining, donors recognize that nonprofits are stepping up to fill the gaps. Nearly every sector has been affected, reinforcing the urgency to support these organizations.
2. Second, the decline in political donations has redirected attention back to nonprofits. Political giving reached record highs in late 2024, creating stiff competition for donor dollars through the end of the year. By December, many donors were fatigued, leading to a slowdown in contributions. Now, with political campaigns winding down, donors are refocusing on nonprofit causes.

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Below are five reasons, backed by year-over-year data, proving you can’t afford to wait any longer to launch your next Challenge.

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1. Return on Ad Spend  ROAS) is up 42%—Transforming Challenges Outcomes

Higher ROAS means your ad dollars go further. We’ve seen Return on Ad Spend spike by an average of 42% across recent 2025 Challenge campaigns.

• Example in Action: A mid-size advocacy organization hosted two Challenges in 2024 that had a 119%.  In 2025 they’ve already hosted two challenges with an average of 371% ROAS.  A whopping increase of 211%!

Key Takeaway: If you can capture better returns on Facebook ads now, seize that momentum. Nimble nonprofits who invest in ads while ROAS trends up will see a windfall in results.

2. Cost Per Lead (CPL) Is Down 20%

Better targeting plus the passing of the election has driven down CPL by around 20%. In fact, an astonishing 31% of all 2025 Challenges had a CPL below $5.

• Real-World Win: Another mid-size advocacy organization ran six challenges in 2024 with an average CPL of $6.72.  In 2025 their CPL is down to $2.55. A 62% decrease!

Key Takeaway: A lower CPL is more than just a budget-friendly metric—it means a bigger base of potential donors, volunteers, and fundraisers eager to be part of your mission.

3. More Leads AND Higher Conversion: Quality Is Up

Volume alone doesn’t guarantee results, but our data shows a 9% rise in fundraiser activation rates (the percentage of sign-ups who become active fundraisers) in 2025. In other words, the new supporters you’ll bring in are more likely to fundraise and receive their first donation.

• Proof Point: Would you believe it if we told you that one large health-related organization increased their fundraiser conversion by 467% in 2025?  Well that’s exactly what happened to this organization. In 2024 they hosted three challenges with an average fundraiser conversion of 11%.  In 2025 their fundraiser conversion exploded to 65%

Key Takeaway: If you pair a strong theme with clear fundraising prompts, more participants will engage—giving you higher-quality donors without sacrificing quantity.

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4. Average Raised Per Participant Remains Steady—Even as You Scale

The last thing you want is a flood of participants who raise less individually. Luckily, average revenue per participant remains stable (with a slight 2–3% bump in some cases).

• How It Looks in Practice: A mid-sized nonprofit worried that an influx of participants might water down passion and reduce per-participant giving. Instead, they discovered that it remained consistent to 2024 results. Their secret? Personal messaging, clear calls to action, and regular check-ins from start to finish.

Key Takeaway: Scaling participant numbers doesn’t mean sacrificing the “personal touch.” Nurture supporters with targeted engagement so everyone feels like a VIP.

5. Former Underperformers Are Seeing Major Rebounds

Think your last Challenge missed the mark? Data shows a 15% year-over-year rebound among groups that struggled in the past.

• Bounce-Back Story: One team nearly canceled its annual Challenge after a disappointing run. They decided instead to revitalize the event with personal Messenger follow-ups, personalized shout-outs to top fundraisers, and clearer impact statements on where donations go. Result? They doubled last year’s totals—showing that a few tactical changes can inspire a major turnaround.

Key Takeaway: Underperforming campaigns often reveal exactly what not to do. Fix weak spots—like impersonal messaging or poor follow-up—and you’ll transform a lackluster Challenge into a revenue-driving, momentum-building event.

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Why Wait? Book Your Next Challenge Today In Order to Take Advantage of this Unique Point in Time

The numbers are shouting for your attention:

• ROAS is higher—your ad dollars work overtime.
• CPL is lower—you’ll add more supporters without breaking the bank.
• Participant volumes and conversion rates are growing—without cannibalizing per-person giving.
• Last year’s struggles can become this year’s successes if you act soon

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Urgency Matters: Ad costs and platform algorithms can change in a flash. The data is on your side right now, and nonprofits that move quickly will capture the upside of these trends.

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Bottom Line: A Challenge is your fastest route to deeper engagement, new supporters, and higher revenue. Don’t leave funds and awareness on the table by postponing. There’s no better time than now to set the stage for a record-breaking 2025.

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Ready to Take the Next Step?

Get your next Challenge up and running—before your competitors see these trends and act first.

Whether you’re aiming for a major comeback or hoping to ride the wave of success you’ve already seen, the data makes it clear: 2025 is your window of opportunity. Don’t let it slip by.

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