The 2024 Giving USA report was released in July. In the days and weeks since the release, we’ve seen smart thinking and insights (as we always do!) from our counterparts at fundraising consulting agencies. Total charitable giving in 2023 increased by 1.9% in current dollars, but declined by 2.1% when adjusted for inflation. Individuals—giving while living or via bequest—continue to account for the largest share of giving (75% of all dollars contributed).
Fundraising consultants note that in any given year, megagifts (or the lack of them) can cause an annual total to fluctuate, and they encourage a focus on building a reliable and diverse base of supporters.
“Philanthropy transcends mere giving; it’s about forging opportunities, meeting urgent needs, and catalyzing transformative change. The 2024 Giving USA report underscores the need to actively engage women, donors of color, and emerging generations—through targeted outreach programs, inclusive initiatives that reflect the needs and values of these potential donors, and storytelling that showcases impact to foster deeper connections.”
– Brenda B. Asare, President & CEO, Alford Group and Chair, The Giving Institute
Our key take-away: When planning for the coming year, don’t shortchange acquisition, retention, and relationship-building with “everyday” donors and mid-level donors.
- Offer everyday donors an experience of belonging and community.
- Look to repeat donors and mid-level donors to help you round out the story of impact and purpose you are telling to all donors. What do loyal donors at all levels say your impact is? How does participating make them feel? Ask them to allow their testimonial to be shared broadly.
- Think of planned giving materials as an opportunity to educate and equip your donors with information they will value.
Visit givingusa.org to find a free infographic of the 2024 data.
Expanding the Digital Doors for All
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Walk into a restaurant in any big city and ask to sit in the smoking section. Chances are, you’ll get …
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