Highlights from Giving USA’s 2026 Report
Recently, Giving USA released its 2026 charitable giving report. Giving USA, produced through a partnership between the Giving Institute and the Indiana University Lilly Family School of Philanthropy, remains the nation's most comprehensive and longest-running annual study of charitable giving. Local fundraisers across the country benefit from understanding the national giving trends that impact local communities.
One of the most encouraging findings from this year’s data was that charitable giving reached an all-time high of $617.2 billion in 2025, a 5.7% increase from the previous year and a 3% increase after adjusting for inflation. Despite declining ongoing economic uncertainty, Americans continued to demonstrate remarkable generosity. Individual donors remained the largest source of giving, accounting for 64% of all contributions, yet foundations and corporations also experienced growth. This data reflects the understanding that people continue to give because they believe in the causes that matter most to them, even during difficult economic times.
The data also highlights two emerging trends.
Number of individuals giving continues to decrease: In 2025 and over the last few years, the number of individual donors has continued to decrease, despite growth of overall giving. This suggests that donors with wealth capacity continue to experience financial growth due to the continued strength of the stock market, while many middle-income donors may be feeling financial pressure. As a result, nonprofits were encouraged to focus more intentionally on donor engagement, retention, and personalized stewardship of major donors.
The Great Wealth Transfer is in full swing: Second, bequest giving rose nearly 19% during the year, reinforcing the growing importance of planned giving. Although some very large gifts influenced the numbers, AWC recommends that nonprofits of all sizes should maintain a legacy-giving program and focus efforts on educating donors about these opportunities.
The USA Giving Report also highlighted changes in 2025 where charitable dollars are being directed. Religion remained at the top of the giving categories, while human services organizations moved into second place, surpassing educational institutions. This shift proves concern remains for housing, food insecurity, health care, and other essential needs.
AWC encourages organizations to strengthen ties with existing supporters, invest in mid-level donor programs while not losing focus on major donors, and remember that philanthropy remains rooted in personal relationships. Generosity of donors remains strong, and nonprofits that communicate their impact effectively will be positioned well for the future.
