Having served on more than 45 nonprofit boards — many here in San Diego — I’ve had a front-row seat to how the nonprofit landscape has evolved over time, both locally and beyond. From healthcare and youth development to leadership organizations and trade associations, I’ve seen firsthand the challenges nonprofits face and the incredible impact they can have when given the right support.
Some things haven’t changed much over the years. Fundraising is still the biggest challenge, especially for smaller organizations. Donations, sponsorships, and grants remain the lifeblood. And those that rely heavily on federal funding may be bracing for changes as national priorities shift. That level of uncertainty isn’t new — but it feels more urgent in today’s landscape.
The larger, more established nonprofits generally continue to thrive. They have deeper infrastructure, strong brand recognition, and access to professional talent that smaller groups often can’t afford. They’re better positioned to weather economic shifts and to adapt their strategies. But even these organizations are facing new questions about relevance and engagement.
San Diego is also changing — and so are the people we serve. Our demographics are shifting. Donor expectations are evolving. Community needs look different than they did even five or ten years ago. That means every nonprofit — large or small — should be taking a hard look at their mission, their programming, and how they connect with stakeholders.
Are their programs still meaningful to the communities they serve? Do events still inspire the kind of involvement and support they once did? And perhaps most importantly: are they making it easy and worthwhile for people to get involved?
In many cases, the answer is “not quite.” Today’s volunteers, donors, and board members are stretched thin. Post-pandemic fatigue is real. People are more selective about where they spend their time and money. Traditional tactics like newsletters and annual galas are no longer enough — organizations must embrace social media and other digital tools to stay visible and relevant in people’s lives.
Another shift worth noting: some national organizations are consolidating local chapters into centralized national structures. While this may offer efficiency, it often leaves communities feeling disconnected — with less local involvement, less tailored programming, and, frankly, less commitment. When decisions are made far from the communities being served, the connection to mission and impact can fade.
Still, I remain hopeful. San Diego has no shortage of passionate, capable leaders who want to make a difference. I’ve seen it firsthand — from building community centers to reimagining outreach efforts. What nonprofits need now is support, creativity, and a willingness to adapt.
That means rethinking strategy. Updating outreach. Bringing in new voices. And being open to doing things differently than before.
Our nonprofits are the heart of this region. They provide services, connection, and opportunity. But to keep doing that, they need to meet this moment — not just with passion, but with purpose and adaptability.
Maggie T. Watkins is a San Diego-based nonprofit board leader and professional services consultant.
