Giving USA ... Now What?
- Chris B.
- Jul 1
- 2 min read
When I was a full-time fundraiser, I would read industry reports like Giving USA with some degree of apprehension. Reading about national fundraising trends made me wonder if my plans needed to change. After all, once the report was released, there was a flurry of headlines and findings:
😟 Number of donors is declining.
😟Mega donors are on the rise.
😟Giving is flat (or dropping).
So I would read the reports and the analysis of the reports and try to determine what (if any) changes I should make to my strategies and plans. This could be tricky - after all, these reports are rear-view mirror looks at the industry as a whole. They reflect national trends that the average nonprofit can't easily influence or control.
Now, after the release of the most recent version of the Giving USA report, I'm happy to provide three actions you can take today that will help you use fundraising trends to shape your strategy.
(TL;DR, Keep Calm and Call Your Donors)
The finding: Charitable giving totaled $617.2 billion in 2025.
The action: Thank and celebrate. Your supporters are generous people. Regardless of their gift size or frequency, giving to a nonprofit is an act of generosity. Calling your donors to thank them is a great way to recognize them for being a generous friend and supporter to your cause.
The finding: 7 percent of all donations were from corporations. 10 percent came from bequests.
The action: Two actions here. First, if you're not working on a planned giving strategy, now's a good time to start. Groups like Give 10 and your local community foundation can help you get started. Second, this finding might help remind that well-meaning board member (who wants you to call Amazon for a donation) that corporate giving isn't the big driver of philanthropy.
The finding: Individual giving grew, though trailed total giving.
The action: Call your donors. Call them to invite them to events. Call them to thank them. Call them to give them updates on your cause. Center your fundraising efforts on inviting individuals to support your cause - and show your supporters how they are a part of something bigger.
If your fundraising systems aren't helping you focus on individual giving, I can help with that, too. Use the link below to set up a call!
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