Charitable Giving Hits $592.5 Billion in 2024: What Fundraisers Need to Know
For the first time in three years, charitable giving in the U.S. outpaced inflation. According to the newly released Giving USA 2025 report, Americans gave an estimated $592.5 billion to charities in 2024. That marks a 6.3% increase in current dollars and a 3.3% increase when adjusted for inflation. It’s a big deal and a welcome sign of resilience and generosity in the philanthropic sector.
So, what’s behind this rise in giving, and what does it mean for nonprofits and fundraisers?
Individuals Still Lead the Way
Individual donors remain the bedrock of philanthropy, accounting for 66% of all giving at $392.45 billion. Foundation giving followed at $109.81 billion, making up 19%, while bequests and corporate giving contributed 8% and 7%, respectively. While the overall mix hasn’t changed much, the increase in individual giving, up 8.2%, signals renewed confidence. This is likely fueled by stock market gains and rising personal incomes.
But there’s nuance in these optimistic numbers. The bulk of individual giving came from a small group of major donors. Only 3% of individual donors gave three-quarters of the total gifts from individual giving. While it’s great news that giving is up, small and mid-sized donor participation continues to decline, a trend that could challenge long-term sustainability.
Giving Is Broadly Up Across Sectors
The good news doesn’t stop with total dollars. Giving rose across nearly all nonprofit subsectors. Religion remains the largest recipient, taking in 23% of all donations. Human services jumped to the second spot, narrowly edging out education. Other sectors like health, public-societal benefit, and international affairs also saw strong growth with many reaching all-time highs.
That said, giving to religion dipped slightly when adjusted for inflation, and foundation giving was relatively flat. As religious institutions continue to grapple with declining attendance and slower tech adoption, their share of the charitable pie could continue to shrink.
The Economy Helped But So Did Strategic Fundraising
Economic tailwinds like GDP growth and a booming stock market played a big role in boosting giving. But the data also underscores the importance of effective fundraising. Experts stress that storytelling, audience engagement, and donor stewardship are key to tapping into people’s generosity.
"Generosity doesn’t happen by accident," said Gretchen Littlefield, CEO of fundraising tech firm Moore. "When mission, message, and marketing align, people are inspired to give."
That’s a cue for nonprofits to take a closer look at how they’re connecting with supporters. Are you making your case in a compelling way? Are you meeting donors where they are, especially online? These questions matter more than ever.
Opportunities for Growth in 2025
While the 2024 numbers are encouraging, they don’t guarantee a repeat performance. Fundraising leaders warn that 2025 brings its own set of challenges, including economic uncertainty, political turbulence, and shifting donor behaviors.
But there’s also a clear path forward. Experts from Giving Tuesday highlight three big opportunities:
Expand the invitation to give: Many potential donors are simply waiting to be asked. Broadening outreach could unlock billions in untapped support.
Embrace recurring giving: Monthly giving programs are often underutilized but can provide steady revenue and stronger donor relationships.
Fight the seasonal slump: Too many nonprofits go quiet in the middle of the year. Year-round engagement could recapture an estimated $23 billion.
The Takeaway for Fundraisers
The Giving USA 2025 report confirms what many in the sector already sensed: generosity is alive and well. But it also highlights the need to adapt. Major donors are doing the heavy lifting, but the sector’s resilience will depend on engaging a broader, more diverse donor base.
Now is the time to refine your strategy, invest in technology, and focus on building meaningful connections. Whether you’re a one-person development shop or a large fundraising team, the key takeaway is the same: generosity is strong, but it needs to be nurtured.
Looking ahead, fundraisers who stay nimble, tell powerful stories, and make giving easy and rewarding will be best positioned to thrive, no matter what 2025 brings.