Year-over-Year Overall Giving
In 2019, overall charitable giving increased 1.0% on a year-over-year basis.1 According to the Charitable Giving Report, this marked the eighth consecutive year with an increase in charitable giving. It appears that giving levels normalized following several years of significant growth induced by widescale political momentum, natural disasters, and more in 2016 and 2017. This is demonstrated by a broader view of fundraising over the last 36 months ending in December 2019, which revealed a 5.1% increase in overall giving over the last three years. A longitudinal view of giving provides a more representative perspective of what is happening with charitable giving across the United States.
Overall Giving by Organization Size
In 2019, large nonprofits with annual total fundraising amounting to more than $10 million experienced a -0.7% decrease in year-over-year giving; medium-sized organizations with annual fundraising revenue between $1 and $10 million experienced a 3.2% increase; and small nonprofits with less than $1 million in annual fundraising revenue increased by 2.2% year over year.
For more information on this topic, please visit: Online Giving by Organization Size
Overall Giving by Month
A look at giving trends by month shows that December remains the largest month for giving across the year. In December 2019, 18.0% of all gifts were donated; June 2019 was the second highest month for giving with 14.0% of all gifts donated.
2019 continued multiyear trends in monthly giving. October, November, and December continue to represent 33.0% of all charitable giving. While end of year campaigns raked in a significant portion of charitable dollars, June continued to drive giving due to end of fiscal year fundraising campaigns. Knowledge of these monthly giving patterns can ensure that you are prepared to leverage the opportunities across the year to maximize campaign performance.
For more information on this topic, please visit: Online Giving by Month
Overall Giving by Subsector
According to the Charitable Giving Report, Animal Welfare organizations had the largest growth in overall giving in 2019, growing by 11.6%. Environment, Public and Society Benefit, Faith-Based, and Human Services organizations also experienced significant growth in overall giving compared to 2018. As with overall giving trends, an examination of longitudinal trends can yield even greater context for these numbers. Across the last three-years, nonprofit organizations in the Environment, Animal Welfare, International, and Public and Society Benefit subsectors experienced the best three-year trend performance.
For more information on this topic, please visit: Online Giving by Subsector