Giving USA 2025 Report is here—and the message is clear: Fundraising is growing, but the donor base is shrinking.
Here are key insights from 2024 that will help nonprofit leaders take action:
Total charitable giving hit $592.5B—up 6.3% in current dollars.
Donor counts dropped 4.5%, continuing a 4-year decline
Gifts under $100 fell 8.8%—a red flag for trust and engagement
New donor retention? Just 18.4%
At the same time:
Individual giving rose 5.1% (adjusted)
Corporate giving surged 6.0%—driven by CSR and employee engagement
Mega-gifts totaled $11.7B—but nonprofits are becoming more dependent on fewer, larger donors
These key sectors grew the most:
Education (+9.9%)
Public-Society Benefit (+16.1%)
Human Services (+2.0%)
Religion (-1.0%)
So what does this mean for your fundraising strategy?
Deepen Relationships: Retention Over Acquisition
In today’s fundraising landscape, building trust beats chasing new leads. Acquiring new donors is becoming more challenging and costly—but your greatest asset is already with you: the people who believe in your mission. Rather than spreading your energy thin trying to grow your base, lean into the relationships you’ve already begun.
Let your current donors feel seen, heard, and appreciated. Show them the difference their gift made—not in generic terms, but in the language of their values and hopes. This isn’t just about stewardship. It’s about respect, empathy, and trust. That’s what moves donors to stay, and stay generous.
Inspire Trust Through Transparency and Storytelling
A thank-you is just the start. Today’s donors want to be part of something bigger than themselves. They want to see the impact of their giving—and feel it. Invite them in. Share authentic stories of transformation, real people, real voices, and behind-the-scenes moments.
Let your donors see themselves as co-creators of change. When trust is high and connection is genuine, donors don’t just give again—they give more, and with deeper commitment. Fundraising doesn’t move at the speed of tactics—it moves at the speed of trust.
Don’t Overlook the Heart of Your Base
While major donors are often front of mind, your small and mid-level supporters are the steady heartbeat of your mission. They show up year after year, volunteer, and amplify your message. They matter.
The key is not scale, but sincerity. Every donor at every level deserves to feel like they matter—because they do. Personalized stewardship doesn’t require huge budgets; it requires intention and care. Relationships grow where people feel valued.
Contextualize Your Messaging to Economic Momentum
When the economy is strong, people feel confident—and more generous. Use this moment to align your messaging with where growth is happening. Tailor your outreach by paying attention to economic signals and trends in corporate performance.
Remember: not all sectors thrive equally. Look at which industries are growing and what your donors—especially corporate partners—might be focused on. Thoughtful alignment shows donors you're paying attention, and that you’re worthy of their trust.
Partner with Purpose: Corporate Alignment Through Shared Values
The most impactful corporate partnerships aren’t transactional—they’re relational. Corporations are seeking purpose-driven ways to engage employees and invest in communities. Meet them there.
Focus on values you both care about—mental health, food security, community resilience—and create meaningful opportunities for collaboration, not just check-writing. Invite their teams to volunteer, advocate, and be part of your story. When missions and values align, so do results.