Fundraising Lessons from 50 Years of Reinvention: What Nonprofits Can Learn from SNL

Fifty years. That’s a lifetime of reinvention, audience engagement, and cultural impact. The recent Saturday Night Live 50th Anniversary Special was more than just a night of nostalgia — it was a masterclass in longevity and adaptability. And if you’re in nonprofit fundraising, there are profound lessons to be learned about donor engagement, sustainability, and staying relevant.

So, what can 50 years of reinvention teach us about modern fundraising?

Good Fundraising Evolves with the Times

Think back to 1975: No internet. No social media. No smartphones. Yet, somehow, SNL managed not just to survive but thrive, changing with the times while staying true to its core. Fundraising isn’t much different. Donors in the 1970s sent checks in the mail. Today, they’re donating through text, DAFs, and digital ads. If your strategy hasn’t evolved with donor behaviors and expectations, you’re falling behind.

Just like SNL embraced new channels, nonprofits must too. When Lazy Sunday went viral, YouTube traffic jumped 83% — forcing NBC to rethink how digital platforms could extend the life of content. Fundraising works the same way: expanding to new platforms can amplify reach and engagement.

Lesson: Fundraising must evolve. Adopt new giving methods, use AI and data-driven insights, and engage donors across multiple channels.

Donor Diversification

One of SNL’s biggest strengths has been its ability to diversify its cast, writers, and audience. From the beginning, the show broke barriers — Garrett Morris became the first Black performer in late-night television as part of SNL’s original cast, and three of the first seven cast members were women, including Jane Curtin and Gilda Radner. Over the years, SNL has continued to evolve, introducing a variety of voices—Kenan Thompson, Maya Rudolph, Bowen Yang, Cecily Strong, Punky Johnson, and more. Just like SNL reflects the world around it, your donor base should, too.

Lesson: Donor diversity strengthens your nonprofit’s future. Expand your donor base by engaging younger generations, BIPOC donors, and emerging philanthropists with targeted messaging and outreach.

Your Fundraising Cast Needs a Balance of Veterans and New Talent

The 50th anniversary show saw legends return — Steve Martin, Eddie Murphy, Tina Fey, Martin Short — while fresh faces like Marcello Hernández and Chloe Fineman held their own. Successful fundraising programs need a balance, too. Longtime sustainers and major donors are crucial, but first-time and younger donors will carry your mission forward.

Lesson: Are you actively engaging younger donors, or depending on the same donors from decades past? Hopefully, the answer is yes. Balance veteran supporters with new donors.

Signature Moments Build Legacy

Oh, No, Mr. Bill. Cheeseburger, Cheeseburger. More cowbell. The Californians. Matt Foley living in a van down by the river. These moments stick because they are authentic, memorable, and shareable. Nonprofits should create their own signature moments.

Lesson: Are your campaigns making a lasting impression? Use powerful storytelling, donor engagement experiences, and bold creative to make your mission unforgettable.

First-Time Donors Need a Great Experience

The 50th anniversary opened with an emotional musical tribute — Paul Simon and Sabrina Carpenter duetted on Simon’s “Homeward Bound.” A perfect mix of nostalgia and new energy.

First impressions matter. Just like a powerful opening can set the tone for an unforgettable event, a donor’s first experience with your organization can define their future engagement.

If a first-time donor never hears back, they won’t return. But a well-crafted thank-you message, a thoughtful donor journey, and personalized engagement? That’s your key to retention.

Lesson: Don’t make first-time donors feel like an afterthought. A thoughtful, well-designed donor experience turns first-time givers into lifelong supporters.

Smart Partnerships Keep the Mission Going

Did you catch that the classic SNL commercial parodies during the special were actually sponsored this time? Volkswagen, Maybelline, and others turned sketches into subtle (and hilarious) product placements. Smart partnerships aren’t just for TV shows — nonprofits can benefit from corporate sponsorships and strategic alliances, too.

Beyond traditional sponsorships, influencer marketing is another powerful tool. Just like SNL has used celebrity hosts and guest appearances for decades, nonprofits can amplify their message by partnering with influencers who align with their mission. Whether a well-known advocate sharing your campaign or a micro-influencer driving grassroots engagement, tapping into these networks can significantly expand your reach.

Lesson: Align with corporate sponsors, influencers, and partners that enhance your mission without sacrificing authenticity. Strategic collaborations expand reach, build credibility, and drive revenue.

Engage Your Donors Beyond the Ask

The SNL audience isn’t just watching — they’re part of the show. Their laughter, reactions, and unexpected moments shape the experience. The best nonprofits embrace this same dynamic. Fundraising isn’t just about asking for donations; it’s about making supporters feel like they belong to something bigger.

Lesson: Are you engaging donors beyond the ask? Give them more than a transaction — share behind-the-scenes content, impact stories, and interactive experiences that strengthen their connection to your mission.

Recognizing the People Who Make It Happen

One of the most touching moments of SNL’s 50th special was how it honored the unsung heroes — the backstage crew, writers, and longtime staff who have quietly shaped the show’s success. It was a reminder that while stars get the spotlight, the foundation of any great institution is the people who work tirelessly behind the scenes.

Fundraising has its own unsung heroes — longtime donors, program staff, and dedicated volunteers — who keep the mission alive.

Lesson: Who are the behind-the-scenes champions of your nonprofit? Acknowledging their contributions strengthens their connection to your mission and reinforces their vital role in your success.

Fundraising That Stands the Test of Time

Fifty years of SNL teaches us that longevity isn’t about luck — it’s about constant reinvention, deep audience understanding, and the ability to stay culturally relevant. Nonprofits that embrace change, value innovation, engage diverse donors, and create meaningful connections will continue to thrive until their vision is realized. So, fundraisers: How are you ensuring your mission remains relevant and compelling for the next 50 years? Because the organizations that adapt, engage, and inspire are the ones that stand the test of time.