The latest philanthropy data from the Giving USA 2024 report reveals a complex landscape where total charitable giving reached $557.16 billion in 2023, growing by 1.9% in current dollars but declining by 2.1% when adjusted for inflation . This trend reflects ongoing challenges in the sector, particularly with individual giving shrinking as a share of total contributions, while foundation giving has increased from 6% to 19% over the past four decades . Economic factors, including recent inflation, have played a major role in shaping donor behavior, with many turning to donor-advised funds (DAFs) and foundations for structured giving .
In The Essential Fundraiser’s Handbook, Lisa Z G. emphasizes the importance of adapting to these shifts by diversifying funding sources and engaging with new donor demographics. Her recommendations for leveraging monthly giving programs and building deeper relationships with younger donors align with the report’s findings on the growing influence of Millennials and Gen Z, who prioritize social justice and impact . Nonprofits that embrace these strategies, as Greer suggests, can better navigate the evolving philanthropic environment and improve donor retention and engagement.
Key trends:
Total giving: $557.16 billion in 2023, with an inflation-adjusted decline.
Shift from individual giving to foundations.
Rising popularity of donor-advised funds.
Generational focus on social justice and transparency.
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