Understanding How Donors Make Giving Decisions

Donors will give to organizations that demonstrate impact and efficacy, those actively engaged in communication and education, and personalized donor engagement.

They will contribute to organizations with clear and consistent communication.

Donors acknowledge the shift to virtual interactions and the need to use more digital technologies was framed as inevitable.

They understand the perceived lack of impact can be responsible for a decline in giving.

Donors believe strong, compelling marketing communicating impact, and follow-up communication with donors after a gift was made, helped participants feel that an organization was reputable.

National Philanthropic Trust

◦ Americans gave $484.85 billion in 2021, a 4% increase from 2020.

◦ Corporate giving in 2021 increased to $21.08 billion—a 23.8% increase from 2020.

◦ Foundation giving in 2021 increased to $90.88 billion—a 3.4% increase from 2020.

◦ Giving by bequest in 2021 was $46.01 billion - a 7.3% decline from 2020.

◦ In 2021, the largest source of charitable giving came from individuals, who gave 67% of all donations.

Set Your Priorities

◦ You are looking at finding donors interested in and capable of giving to your campaign from:

◦ Individuals | $326.87 billion in 2021

◦ Foundations | $90.88 billion in 2021

◦ Bequests | $46.01 billion in 2021

◦ Corporations | $21.08 billion in 2021

◦ Every nonprofit is different (including types of donors), so focus your efforts accordingly.

◦ Be on the lookout for new statistics.