The Giving USA Info That Should Fire You Up: A Conversation with BetterUnite

The Giving USA Info That Should Fire You Up: A Conversation with BetterUnite

You may be thinking… “Another Giving USA report. More statistics. But what does this actually mean for MY organization?”

We had that exact conversation last week with our friends at fundraising software service BetterUnite. And honestly? What started as a routine data review turned into something much more interesting.

Here’s what we learned from the latest giving data, what we’re seeing with our clients right now, and why you should be excited about your fundraising prospects.

1. Charitable Giving Remains Strong—Even as Nonprofits Face New Challenges

Charitable giving reached $592.5 billion in 2024—an impressive 8.2% increase before adjusting for inflation. That’s a strong signal of continued donor generosity, even in the face of uncertainty.

And yet, we know many nonprofit leaders and fundraisers are feeling anxious about the road ahead. From where we sit, working closely with clients across the country, we’re seeing real headwinds: more than 20,000 nonprofit jobs eliminated this year, along with the sudden cancellation of key federal funding streams.

The ripple effects of these shifts are just beginning to emerge. No one yet knows exactly how the loss of billions in public funding will affect philanthropy overall in 2025, so be careful when setting goals for this current year.

Your Major Donors Are Ready for Bigger Conversations

Here’s what our capital campaign consulting team is seeing on the ground: your most committed donors are not pulling back. In fact, many are leaning in!

Across campaigns, feasibility studies, and major gift programs, we’re hearing the same thing from our clients’ most generous supporters:
“How can we help you do more?”

That’s a powerful mindset—and it’s your green light to move forward with confidence.

Now is the time to engage your high-capacity donors in bigger, bolder conversations. Don’t hold back!

With the right strategy, you can deepen relationships, unlock leadership-level gifts, and fuel your mission, even in a changing landscape.

2. Fundraising Trends: Fewer Donors, Bigger Gifts

Many of us see how today’s giving landscape is changing. While overall dollars raised remain strong, the overall number of donors is declining. It’s a huge shift! 

That’s the story behind the data—fewer individuals are giving, but those who do are giving more. This trend has been happening over the past 10 years or so.

The shift to larger dollars is especially visible in major gift fundraising. High-net-worth donors are stepping up with larger contributions, often to fill funding gaps or advance bold initiatives they believe in. 

But it also means fundraisers must work harder to build deeper relationships with a smaller pool of supporters.

It’s not about casting a wider net—it’s about showing up in meaningful ways for the donors who are already most committed to your mission.

Remember, you can raise more money by focusing on a smaller number of donors. Why? Because you can give them the attention they deserve.

What This Means for Your Major Gift Strategy

Now more than ever, your fundraising success hinges on how well you engage your top donors. We’ve been reminding everyone to keep their donors close! 

If you’re not prioritizing high-touch cultivation, personalized stewardship, and ongoing gift conversations, you’re leaving potential transformational gifts on the table.

Our consulting team is helping clients focus their efforts where it count. That means rethinking donor portfolios, analyzing prospects based on the potential timing of their gifts.

When you invest time in real relationships, and devote your team to long-term donor engagement—you can gain loyal major donors who will stick with you for the long run.

Yes, the giving landscape is narrowing—but for prepared organizations, this is an opportunity.

With the right approach, you can deepen trust, inspire larger investments, and build a major gift program that thrives, even in a shifting environment.

3. What About the Upcoming $70 trillion Wealth Transfer? 

Why Planned Giving Belongs in Your Core Fundraising Strategy

Everyone’s talking about planned giving—and for good reason. As more donors look for meaningful, long-term ways to support the causes they care about, smart organizations are positioning themselves now to be part of those legacy conversations.

At Gail Perry Group, we’re seeing renewed interest in planned giving across the sector. Many of our clients are looking to strengthen their legacy pipelines—not by launching complex new initiatives, but by weaving legacy messaging into the everyday rhythm of donor communications.

Planned Giving Strategy Tip: Integrate Legacy Messaging Year-Round

Don’t silo your planned giving program—make it part of your fundraising strategy.

Here’s what we recommend: Make planned giving part of your core fundraising and stewardship strategy year-round. These messages should not be siloed in a niche program or treated as an afterthought.

When legacy language is integrated naturally into your appeals, newsletters, and donor conversations, it becomes easier—and more effective—to plant the seed for future gifts.

The results can be transformational. We have clients who are securing six-figure bequest commitments simply by introducing the idea in a thoughtful, low-pressure way. No complicated legal talk. No awkward scripts. Just a simple question like:

“Have you ever thought about including our organization in your will?”

It’s that easy. Most donors say yes—or at least, they’re open to learning more. The real surprise? Sadly, most organizations never ask.

4.   Next-Gen Donors: How Millennials and Gen Z Are Shaping the Future of Fundraising

Fundraising in 2025 looks different, and your emerging donors are leading the way.

Millennials and Gen Z donors are deeply committed to making a difference, but they often struggle to connect with traditional nonprofit appeals. 

These donors give to causes, not institutions. This is a huge insight. These younger people are motivated by their personal values, activism, and their community, and they are not necessarily loyal to institutions. 

That doesn’t mean they won’t give generously. It does mean that your messaging, platforms, and stewardship strategies need to evolve to meet THEIR (not your) communications preferences. 

Fundraising Strategies for Engaging Gen Z and Millennial Donors

To inspire giving from these younger generation donors, you need to speak their language—and meet them where they are. Here’s what our team recommends:

• Lead with the cause, not the organization.
  Frame your appeal around the mission or issue at hand, rather than promoting your brand or institution. Use language like “Join the movement” or “Be part of the change” to invite action. These donors want to feel like they’re contributing to something bigger than themselves.
• Be authentic, transparent, and real.
  Gen Z and Millennials are super quick to spot inauthentic messaging. They respond best to straightforward, honest communication in a relatable voice (like all donors!). 

Ditch the jargon and corporate tone. Get rid of the formal, dignified “nonprofit-speak”. Instead, share real stories with them that show how they can make an impact.

• Create engaging content on the right platforms.
  Because these generations are digital natives, you can reach them on Instagram, TikTok, and X (formerly Twitter. These platforms make it easy to deliver visually compelling, bite-sized content that’s easily shareable. You can highlight specific causes, campaigns, or success stories—and, remember, it can be both fun AND interesting!

• Empower peer-to-peer fundraising.
  It’s interesting to see that these donors really do respond to peer-to-peer asks. We’ve known for a while that social influence can definitely drive giving behavior. 

In fact, 79% of Gen Z donors say they’re more likely to give when asked by a friend or family member.

Bottom Line: Trends in Giving USA Data

Our consulting team is seeing incredible gifts happen right now, everywhere we look. So many major donors are ready to help with major capital campaigns and initiatives. The question is: are you and your team?

Start with the donor relationships you already have – right in-house. That’s where you can make magic happen.

Why not go see your top supporters and encourage bold, meaningful conversations with your donors who care the most? 

Want the full conversation? Watch our complete discussion with BetterUnite here. Huge thanks to BetterUnite for having us!

Ready to put this into action? Email us to schedule a free strategy call. Let’s fire up your fundraising!