Blackbaud Institute, 2024 Trends in Giving

The Blackbaud Institute released its 2024 Trends in Giving Spotlight report. From are the Key Findings:

Total Overall Giving Levels Returned Near Pandemic-Era Highs.
While 2023 was a year of the sector regaining stability, with giving remaining relatively flat, 2024 saw a 1.9% year-over-year increase in overall giving that brought the sector’s total accumulated growth over the last six years close to the record peak set during the COVID-19 pandemic.

Online Giving Topped Its Pandemic-Era Peak.
Similarly, online giving growth was accelerated during the pandemic, followed by relative decreases in 2022 and stability in 2023, but 2024’s year-over-year growth of 2.2 % brought the accumulated growth to a new record level.

Healthcare Organizations Led the Way.
The majority of subsectors saw growth in 2024, in both overall and online giving. When looking at top overall performers by subsector, Healthcare led the way with an 11.3% increase in overall giving year-over-year, followed by Animal Welfare with a 7.1% increase, and Environmental with a 5.6% increase.

The U.S. Presidential Election Did Not Deter End of Year Giving to Nonprofits.
34% of all giving in 2024 occurred in the last three months of the year, keeping with the trends of the past decade and the past two election cycles. The Animal Welfare, K–12 Education, and Healthcare subsectors received the largest percentage of their giving in the last three months of the year.

Individual Givers Set a Record.
The mean individual gift across the sector set a new record of $937. In addition, the mean online gift was $197, remaining within a stable range that exceeds pre-pandemic giving.

Lloyd Mayer