Year-over-Year Overall Giving
In 2020, overall charitable giving increased 2.0% on a year-over-year basis.1 According to the Charitable Giving Report, this marked the ninth consecutive year with an increase in charitable giving. The overall and digital giving trends in 2020 would be considered quite remarkable in a typical year. But as we all know, 2020 was interrupted by dramatic global events, an economic rollercoaster, withering wildfires and other natural disasters, unprecedented strains on the healthcare system, surging social movements, and political uncertainty. Despite all these headwinds, the generosity of people rose to meet the multitude of challenges.
Taking a longitudinal view of giving trends helps provide a more representative perspective of what is happening with charitable giving in the United States. A three-year view of fundraising from the same organizations revealed a 5.3% growth in overall giving.
Overall Giving by Organization Size
Fundraising by large organizations, with total annual fundraising of more than $10 million, was up 5.3%. Medium-sized organizations, with total annual fundraising between $1 million and $10 million, had an increase of 1.2% on a year-over-year basis. Small nonprofits, with total annual fundraising less than $1 million, experienced a 7.2% decrease in fundraising results compared to 2019.
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 2020, 20.3% of all gifts were donated; June 2020 was the second highest month for giving with 10.2% of all gifts donated.
2020 was a continuation of multi-year trends in monthly giving patterns. October, November, and December continue to represent 36% of charitable giving, which has been true for many years now. While December remains the largest month as a percentage of giving, June continues to drive giving due to end-of-fiscal year fundraising campaigns.
For more information on this topic, please visit: Online Giving by Month
Overall Giving by Subsector
According to the Charitable Giving Report, Human Services organizations had the largest growth in overall giving in 2020, growing by 12.1%. Public and Society Benefit and Faith-Based organizations also experienced growth in overall giving compared to 2019. 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 Human Services, Public and Society Benefit, Faith-Based, and Animal Welfare subsectors experienced the best three-year trend performance.
For more information on this topic, please visit: Online Giving by Subsector