Giving through uncertainty: A new direction for nonprofits

Trends that will close out this year

• Philanthropy hit a record high in 2024, with Americans donating $593 billion, a 6.3% year-over-year increase, even as the number of individual donors declined, continuing the trend of concentrated giving by fewer households.
• New data from Huron’s Philanthropic Forecast survey fielded in July 2025 reveals cautious optimism, with most Americans planning to be generous through the end of the year, though slightly fewer intend to donate financially with a greater emphasis on nonmonetary support like volunteering and goods donations.
• Nonprofits must act on these signals now by adapting philanthropic strategies, refining messaging, and fostering donor trust to sustain and broaden engagement amid evolving economic conditions and donor expectations.

As economic currents shift and societal needs grow more complex, many nonprofits are wondering: Where is philanthropy headed? At a time when uncertainty permeates the national mood, Americans are still demonstrating a strong, if evolving, commitment to giving. But the road ahead may not follow the same trajectory that has long guided nonprofit strategies.

The market is changing, and donors’ habits are following suit. Uncovering their intentions can help shed light on the future of philanthropy and what truly inspires donors to give, especially in the context of a volatile climate. Findings from Giving USA's The Annual Report on Philanthropy and Huron’s latest survey can ground nonprofits and point them in a strategic direction backed by data and market insights.

The latest Giving USA report tells a story of both resilience and recalibration. Americans gave an unprecedented $593 billion to charity in 2024, a 6.3% increase over the prior year and, crucially, the first time in several years that giving outpaced inflation. On the surface, that figure celebrates generosity in full force. Yet beneath this milestone lies a deeper trend that nonprofit leaders cannot afford to ignore: The number of donors continues to shrink.

Per the Fundraising Effectiveness Project, in 2024, 4.5% fewer individuals contributed to charity compared to 2023. Even more striking: just 3.1% of donor households were responsible for nearly 78% of all giving.¹ We are witnessing the continued acceleration of a “dollars up, donors down” era — one that may challenge the long-term sustainability of many organizations.

To better understand what lies ahead, Huron’s advancement and fundraising team developed The Philanthropic Forecast, a new snapshot survey of all Americans² to better understand their giving behavior and expectations for the remainder of 2025. The findings resulted in a nuanced blend of optimism and restraint.

While nearly three-quarters of Americans intend to give time, money, or goods in the second half of the year, early warning signs suggest a cooling in traditional monetary contributions:

• Compared to the first six months of the year, 5% fewer respondents plan to give money to nonprofits in the next six months.
• Broader generosity is also softening, with 62.9% of respondents planning to give or volunteer in the next six months compared to the 64.4% who had reported doing so from January to June.
• While fewer respondents plan to give monetarily, more anticipate increasing volunteer activity and giving nonmonetary donations of food, clothing, and other items.

In short, Americans are still committed to helping, but they’re reassessing how they give.

This isn’t just a momentary dip. It’s a directional signal. And nonprofits should be preparing now to meet donors where they are.

To sustain momentum and broaden support, nonprofit organizations must adapt swiftly and thoughtfully.

Here’s how:

1. Broaden philanthropic strategies

Donors are seeking meaningful engagement that fits their current economic reality. This means offering flexible ways to give, including time, skills, and in-kind donations, alongside financial contributions.

2. Reframe messaging

Now is the time to double down on storytelling that connects giving to tangible impact. Transparency, gratitude, and empathy will resonate more deeply with donors navigating economic uncertainty.

3. Prioritize donor segments

With a shrinking base but concentrated giving, nonprofits must nurture high-value donors while also creating on-ramps for new supporters. Understanding the motivations and barriers for each group is key.

4. Foster trust and connection

Philanthropy thrives when donors feel confident in where their money is going. Trust-building through stewardship, consistent communication, and demonstrated impact will continue to be paramount.

Both the Giving USA data and Huron’s Philanthropic Forecast survey illuminate a powerful throughline: generosity remains deeply rooted in the American spirit. The challenge, and opportunity, for nonprofit leaders is to harness this spirit with strategies attuned to real-time donor sentiment.

In a year where fewer people may give financially, yet many remain eager to support causes they care about, organizations that lead with agility, empathy, and authenticity will be best positioned to thrive. By translating cautious optimism into meaningful action, nonprofits can ensure that generosity not only endures but expands, uplifting communities across the nation.

Brian Aitken, Max Chandler, and Dana Gresko all supported this article.

Endnotes

1. Fundraising Effectiveness Project, FEP quarterly fundraising report: Q4 2024, Association of Fundraising Professionals, 2024

2. Fielded within NORC's AmeriSpeak Omnibus Survey