What This Year’s Giving USA Report Means for Your Fundraising Strategy
The 2025 Giving USA report drops into a fundraising world that feels like it’s changing faster than ever — political pressure, economic swings, natural disasters and cultural shifts are all affecting philanthropy in real time. Still, this annual data dive offers valuable insights you can use to strengthen your strategy right now. We’ve pulled five key takeaways — plus expanded on what each one means for you.
Equity Funding is Under Pressure
Philanthropy’s investment in racial equity is under scrutiny. After the Supreme Court’s affirmative action ruling, courts extended the logic to nonprofit funding in the case against the Fearless Fund, leading to its grant program for Black women entrepreneurs being shut down. Walmart also chose not to renew its five-year $100 million racial equity grants program.
Despite the setbacks, Giving USA notes that many funders are still investing in racial justice, even if they’re using more cautious language.
Action item: Now’s the time to review your public messaging and grant language to ensure you’re advancing equity while staying legally resilient. Check out our blog on equity messaging strategies.
When Crises Hit, Donors Step Up — If You Let Them In
Giving increased across all nonprofit sectors last year, especially for causes with urgent needs, including disaster relief, humanitarian aid, LGBTQ+ rights and reproductive rights. “Public Society Benefit” giving reached its second-highest inflation-adjusted total in 40 years.
This surge shows donors want to help when it matters most.
Action item: Keep your supporters informed not just about wins, but about real-time challenges. Reach out to them as you navigate changes in programs, funding or current events. Strengthen your donation systems, so you're ready to accept and mobilize support during a surge in attention.
AI Is Here — And Funders Are Using It
Eighty-one percent of foundations are using AI, according to a 2024 survey by the Technology Association of Grantmakers. While most use it for content generation or transcription, some have started using it to classify grant applications.
Action item: Assume AI might be reading your proposal. Mirror the funder’s keywords and priorities, check that all application boxes are checked and make your case clearly and concisely.
Millennials Like Mail (Yes, Really)
According to Giving USA’s special report on generational giving, Millennials and Boomers showed the biggest growth in giving last year. Surprisingly, Millennials were the generation most likely to respond to direct mail appeals. Even so, all generations were more likely to give through email.
Action item: Don’t toss your direct mail plan, but make it part of a multi-channel approach. Segment by generation, and test what works best for your audience.
Donor-Advised Funds Aren’t Just for the Ultra-Wealthy
DAF usage is growing fast, with the first-ever national DAF giving day in October 2024 and more user-friendly donation tools becoming available. The DAF Research Collaborative reports that most DAF donors are not ultra-high net worth: 45 percent earn between $200,000 and $499,999; 22 percent earn $100,000–$199,999.
Action item: Make sure your supporters know you can accept DAF gifts. When you receive one, reach out to the institution to learn more about the donor and steward them like any other individual supporter. Building relationships with DAF fund advisors might help put your organization in front of new donors, but nothing beats cultivating donors directly.
Wrapping Up: Don’t Wait for the Next Report
The Giving USA report is a snapshot of what’s behind us, but its real value lies in how you apply it. Whether it’s adjusting your messaging, prepping your systems or rethinking donor engagement, these trends point to one truth: Nonprofits that adapt quickly will raise more — and accomplish more. Take one of these action items into your next staff meeting or board conversation and turn insight into impact.