Sector Impact
Giving Breakdown
Fundraising Tactics
Donor Characteristics
Platform & Device
Foundations
Numbers at a Glance
27%
Retention rate of first-year offline-only donors[3]
24%
Retention rate of first-year online-only donors[3]
Numbers at a Glance
57%
Retention rate of multi-year offline-only donors[3]
63%
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. In short—there’s a difference between what donors think and what’s actually true. The retention rate for first-year offline-only donors sits at 27%, but that number jumps dramatically for multi-year donors. Click here for a full description of the section.