Giving Trends
Giving is changing. According to The Generosity Commission, economic challenges and concerns about nonprofit transparency have made some people hesitant to give in recent years. Younger generations, in particular, are also starting to prefer direct, informal giving methods like crowdfunding and peer-to-peer support, making it harder for traditional nonprofits to secure their support. As giving patterns shift, nonprofits must adapt to keep connecting with today’s donors.
For those who donate to nonprofits, motivations vary widely—from supporting causes due to personal experiences, to building community connections. A recent report on “How and Why We Give” from Hattaway Communications categorizes six types of givers, each driven by unique motivations:
- Super Givers: “It’s my duty to support my community and faith—it’s who I am.”
- Connection Seekers: “Giving helps me connect with others and feel part of something bigger.”
- Next-Generation Doers: “Giving aligns with my values and helps me grow personally and socially.”
- Civic-Minded Hopefuls: “I believe small actions can lead to meaningful social change.”
- Show-me Scrutinizers: “I want to see real impact in my community and know my contribution matters.”
- Apathetic Non-Givers: “I don’t feel compelled to give because I believe supporting others is the government’s role.”
Why This Matters
To effectively reach today’s donors, nonprofits must understand what drives them and adapt. For example, “Connection Seekers” value social bonds, whereas “Show-Me Scrutinizers” need transparency. By recognizing these differences, nonprofits can make donors feel truly valued and connected.
In an era of personalized experiences, nonprofits that speak directly to their donors’ hearts—through transparency or flexible giving options—build trust and deeper relationships. This approach fosters a culture of generosity that resonates personally, encouraging donors to stay engaged and make a lasting impact.
Next Steps
1. Identify Donor Motivations: Review the six types of givers in the Hattaway Report (page 31). Understand what drives your supporters and tailor your approach accordingly.
2. Highlight Local Impact: Show how donations benefit specific communities to appeal to donors who prioritize local impact.
3. Encourage Small Acts of Generosity: Emphasize that every contribution counts, making giving accessible to all supporters.
4. Prioritize Transparency: Clearly communicate how donations are used, addressing concerns about costs and impact, especially for skeptical donors.
Read The Hattaway Report
Read The Generosity Commission Report
We help ministries and nonprofits understand motivations and build meaningful, personalized connections with donors. If you have questions or want to learn more, let’s connect!
Sam Rinearson
Director of Strategy | sam@eaglecom.us