Sector Impact

Giving Breakdown

Fundraising Tactics

Donor Characteristics

Platform & Device

Foundations

Numbers at a Glance

79%

Average percentage of donor satisfaction[6]

Numbers at a Glance

75%

Percentage of donors that believe they give more or the same as others[6]

Numbers at a Glance

72%

Percentage of donors that give less than the average[6]

Numbers at a Glance

31%

Retention rate of first-year offline-only donors[3]

25%

Retention rate of first-year online-only donors[3]

Numbers at a Glance

61%

Retention rate of multi-year offline-only donors[3]

64%

Retention rate of multi-year online-only donors[3]

Numbers at a Glance

49%

Percentage of donors that are concerned about how organizations use the money[6]

Numbers at a Glance

50%

Percentage of donors that say personalization of thank you is more important than speed[7]

Generation Breakdown

Millennials

51%—Percentage of Millennials that donates to charity
$591 amount a Millennial donor gives annually
3.5—Average number of charities supported by Millennial donors
43%—Percentage of Millennial donors who would give via social media[8]

Generation Breakdown

Generation X

55%—Percentage of Generation X that donates to charity
$921 amount a Generation X donor gives annually
3.8—Average number of charities supported by Generation X donors
43%—Percentage of Generation X donors who have given through workplace giving
20%—Percentage of Generation X donors who plan to increase their giving in the coming year[8]

Generation Breakdown

Boomers

75%—Percentage of Boomers that donate to charity
$1,061—Average amount a Boomer donor gives annually
4.2—Average number of charities supported by Boomer donors
41%—Percentage of total giving donated by Boomers
38%—Percentage of Boomer donors who have made a donation that was matched by their employer[8]

Generation Breakdown

Matures

78%—Percentage of Matures that donate to charity
$1,235—Average amount a Mature donor gives annually
6.3—Average number of charities supported by Mature donors
54%—Percentage of Mature donors who say they would not consider adding planned gifts to their wills or estate plans at this point[8]

Philanthropy Today Doesn't Match America's Future

Philanthropy Today

73% Caucasian
9% African American
11% Hispanics
5% Asians[9]

United States
Projected Population

55% Caucasian
13% African Americans
22% Hispanics
6% Asians[9]

Racial and Ethnic Breakdown

Hispanic

Generational
  • 7% Matures
  • 30% Boomers
  • 33% Generation X
  • 30%Millenials
52%—Percentage of Hispanic donors who say that most of the giving they do is spontaneous and based on who asks them and/or what pulls at their heartstrings
55%—Percentage of Hispanic donors who say they prefer appeals in English[9]

Racial and Ethnic Breakdown

African American

Gernerational
  • 13% Matures
  • 45% Boomers
  • 22% Generation X
  • 20% Millenials
75%—Percentage of African-American donors who say giving to their place of worship is important
20%—Percentage of African-American donors who say they would support more organizations if asked more often[9]

Racial and Ethnic Breakdown

Asian

Generational
  • 13% Matures
  • 33% Boomers
  • 29% Generation X
  • 25% Millenials
49%—Percentage of Asian donors who say they are more likely to support a nonprofit when their friends and family ask them to
40%—Percentage of Asian donors who say they always visit a nonprofit’s website before becoming a supporter[9]

75% of Americans who give believe they give more or the same amount as others, but studies have found that, in reality, 72% give less than the average. The retention rate for first-year donors sits just over 30%, but that number jumps dramatically for multi-year donors. The numbers clearly show that focusing on the second gift and driving retention of multi-year donors makes a dramatic difference. Click here for a full description of the section.