Self-Reported Donors
Findings from The Next Generation of American Giving show that, with the exception of Baby Boomers, since 2013 each generation has seen a decline in the percentage of cohort members who say they give to charity. This trend agrees with a growing body of research suggesting that even as total dollars donated grows, the population of givers is contracting. With wealth concentrated in fewer and fewer hands, this trend is hardly surprising.
With a declining donor population, organizations should continue to prioritize retention and sustainer programs that focus on stewarding existing supporters and welcoming them deeper into the folds of your work.
