U.S. charitable giving recently hit a record high.
Key takeaways
Individual giving remains the largest source of donations but is steadily declining.
Foundations, bequests and DAFs are driving more giving growth.
What is the non-profit outlook?
RSM’s non-profit outlook examines key trends shaping the industry. Recently, U.S. charitable giving hit a record high. But while individual giving remains the largest source of donations, it is steadily declining. Foundations, bequests and DAFs are driving more giving growth.
Non-profit trend #1: Non-profits should plan for a concentrated and uneven fundraising environment
U.S. charitable giving recently hit a record high. While this reflects continued resilience across the non-profit sector, leaders should not assume that fundraising growth is broad-based or evenly distributed. The data points to a giving environment increasingly shaped by market performance, large donors, foundations, bequests and donor advised funds, while participation among everyday donors continues to face pressure.
Non-profit trend #2: The great wealth transfer will create opportunities for philanthropy
The great wealth transfer is already underway, but it is more likely to unfold as a long-term, multistate transition than a sudden windfall. Non-profit leaders who modernize fundraising, strengthen donor relationships, engage women and next-generation donors, and build the right capabilities now will successfully convert this historic shift into lasting, mission-driven support. Those who delay will risk missing one of the most significant philanthropic opportunities in a generation.
Non-profit trend #3: Changing donor communication in a new tax environment
Some tax changes to the charitable contribution deduction rules could affect non-profits and their donors. These changes in giving will evolve in ways that could disrupt established fundraising models. For non-profit leaders, the implication is clear: maintaining traditional communication strategies may not be enough. Growth in the new tax environment will require sharper messaging, smarter segmentation and stronger technology infrastructure.
Non-profit trend #4: The growing popularity of impact investing
Non-profit organizations are working to adapt to the evolving philanthropy landscape of changing federal priorities, international trade modifications and ongoing policy shifts. The dual pressures of rising operational expenses and decreased federal funding are reshaping how non-profits plan, secure resources and deliver programs. While challenging, this creates opportunities for the adoption of innovative strategies, and chief among them is impact investing.
Impact investing is an investment strategy that aims to generate measurable social or environmental benefits alongside financial returns. This approach aligns with the objectives of many non-profit organizations, enabling them to seek investments from individuals or groups interested in their cause.
Non-profit trend #5: Charitable giving will remain resilient
Among the many stressors mounting for non-profit leaders in 2025, one rises to the top: a potential economic downturn roiling their donor base. Many economists now project an economic downturn—if not a full recession—later this year. So what will be the likely impact on non-profits?
Historical data and key positive trends in philanthropy show that non-profits can offset risks related to an economic downturn. Understanding this data and trends is vital for non-profit leaders in planning and executing their organizational budgets and fundraising strategies.
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