How to Put the Latest Giving Trends to Work for You
August 2026
Have you thought about what you might do differently because of Giving USA’s giving trends report released this summer? Beyond just glancing at the numbers, let’s see what this year’s report can do for you!
I see the data points in the Giving USA 2026 Annual Report shouting out more strategy opportunities than I have in recent years, and I’m sharing my top takeaways with you now so you can determine how these insights might alter your plans for this year:
- Talk about planned giving.
The 20% surge in bequests in 2025 was behind this year’s increase in giving. Beyond the number of estate gifts that “matured” this year, I also see this as an indication that more of us are talking about the value of planned gifts and their direct impact on a nonprofit’s sustainability. Let this be your prompt to inject more planned giving topics into conversations with your most loyal supporters.
How?
Start by asking a long-time annual donor: “Have you ever considered endowing your annual gift?” And don’t limit that conversation to older donors. This growth is a sure sign that the great wealth transfer is real, it is beginning now, and we need to pay attention to those who are inheriting wealth by incorporating planned giving strategies in all generations.
- Identify potential major givers.
Strong markets are also a major factor in the increase in mega and major gifts. We know that in our K-economy, those at the top of the K lines on the graph are benefitting from that market growth and are able to make larger gifts and more of them as a result.
Remember that this data also includes mega gifts ($19B among individual donors and a $3B bequest), which Giving USA defines as gifts of $600M+, causing a growing reliance on those very high-end donors.
How?
Pay attention to both capacity and inclination. Rank your top 100 according to those affinity ratings and let that research dictate where you concentrate your time.
- Build a pipeline of individual donors.
Giving USA estimates that 87% of all giving comes from individuals (accounting for giving from bequests, family foundations, DAFs, etc. which also come from individuals). Yet, the data tells us that the broad base of individual donors is continuing to shrink. We know that fewer people are making gifts, and those who do give are giving larger amounts. AFP’s Fundraising Effectiveness Project report concurs with revenue gains concentrated in larger gifts, while the number of donors giving less than $1,000 has stagnated or declined.
Paying attention to major givers, however; does not mean ignoring mid-tier donors. They are your future, even as this data reflects a time of many families navigating uncertainty amidst low consumer sentiment in our mixed direction K-economy. Despite that uncertainty, remember that the numbers show that generosity held, and donors continue to give their dollars and their trust. Investing your time in building up that mid-tier giving level will pay-off in the long run.
How?
Remember that generosity is resilient. Take your capacity and inclination research to the next level to start building your pipeline of mid-tier donors who could be your future major givers. Choose target markets to segment out and craft customized messaging to appeal directly to them by investing in intentional donor engagement strategies.
- Get to know foundation leaders.
Giving by foundations grew 5.7%, representing 15 consecutive years of year-over-year increases largely due to market growth. In addition to individuals, it just makes sense to pay close attention to grantmakers who could support your mission at a higher level when they are giving more each year.
How?
Sometimes nonprofits are reluctant to contact foundation leaders. That can be a costly mistake. Remember, foundations are staffed by people who want to help their communities. Generally, they want to meet you. Have you established connections with the people making decisions about giving at foundations where your nonprofit is most aligned? Do your research and strategize the best way to reach out and get to know them.
Data for its own sake is just numbers. Take it from this English major, there are lessons in the data. Follow the trends and let them lead your strategy development in taking your ideas into successful data-informed concepts.
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