4 Takeaways from Giving USA 2026 (and what it means for your nonprofit)

The Giving USA report was released in June, and our fundraising team has spent the last few weeks reviewing the data and understanding how it applies to our clients. 

I want to start on an optimistic note: despite the tough economy and unprecedented government funding cuts, philanthropy continues to be strong in the U.S. Although consumer confidence is at an all-time low, giving still hit a record high. While philanthropy alone will be unable to cover these government funding gaps, donors and nonprofit leaders continue to show up and give to support their communities. Although there is still so much work to be done, that makes me feel hopeful. 

Now let’s get into some of the biggest trends revealed by Giving USA–and what it means for your nonprofit: 

1. We’re seeing a rise in mega donors and a drop in smaller and mid-level donors. Total giving hit $617.2 billion–the largest number ever recorded. While individual giving slightly dropped statistically, individuals still account for two thirds of all giving. Individuals direct the majority of all charitable dollars, but what the typical donor is doing isn’t necessarily reflective of where the dollars are going due to a rise in mega donors. 
   
   Our recommendation: Although total giving hit a record high this year, we can’t operate successful organizations without our smaller and mid-level donors. With fewer donors, it’s important to strengthen your annual fund to bring in new donors and prioritize stewardship to retain them. 

2. Bequest giving is up, and we’re seeing the start of a generational wealth transfer. As the boomer generation retires and begins to transfer their assets, bequest giving has been steadily growing for the last decade. Some of this bequest giving is hidden–donors are writing DAFs into trusts or using beneficiary designations instead of updating a will, so it doesn’t look like a traditional bequest. 
   
   Our recommendation: If you don't have a bequest program, or haven't had the legacy conversation with your donors yet, now's the time. 
   ‍
3. ‍DAFs are becoming the front door for giving. More and more dollars are getting routed through DAFs and community foundations rather than directly to nonprofits. That's a big reason the "public-society benefit" category looks so strong this year; it includes the big DAF sponsors like Fidelity and Schwab, plus United Way, Jewish Federations, and other grantmaking orgs. 
   
   ‍Our recommendation: We recommend ensuring you are on the radar of the people and institutions who house and distribute DAFs such as community foundations, not just individual donors. 
   ‍
4. ‍We’re seeing sector and generational shifts in where the dollars go. Religion is still the single largest category (23%), but it’s shrinking partially due to the younger generation being less engaged in religious institutions and therefore less inclined to support them philanthropically. Human services has pulled ahead of education as donors continue to prioritize their community and social services post-pandemic. Animals/environment is the fastest growing category, especially for Gen Z, while boomers are still giving most in religion and education. 
   
   ‍Our recommendation: Now is the time to strengthen your case for support and ensure that it resonates with multiple generations. As we mentioned above, it’s important to engage the next generation of donors through offering multiple vehicles of giving, strengthening your digital presence, and making sure you’re searchable through SEO (Search Engine Optimization) and GEO (Generative Engine Optimization).

If you’re feeling motivated to put these changes into action at your organization, our fundraising team is here to support you! To schedule a complimentary Giving USA Next Steps consultation, just email us at info@evolvegg.com.