Trends to Watch from Giving USA 2025

Giving USA, the most comprehensive annual report on charitable giving in the United States, recently released its study highlighting 2024 data. Americans gave an estimated $592.50 billion to charitable organizations last year, a 3.3% increase from 2023 when adjusted for inflation.

What the Data Tells Us

Dr. Una Osili from the Lilly School of Philanthropy joined philanthropic and nonprofit professionals to highlight key insights from Giving USA 2025. Her presentation touched on data points from the report that explore charitable giving across the country in 2024, including:

• Individuals comprised two-thirds of all charitable giving.
• Strong market performance, low unemployment rates and stabilized inflation all contributed to the growth of charitable giving.
• All sectors saw growth in current dollars, with the top sectors including religion (23%), human services (14%) and education (14%).
• Charitable giving has increased over the years based on long-term trends.

Opportunities that Influence Future Giving

Dr. Osili shared an optimistic perspective on the future of philanthropy. As Generation Z steps into the workforce and baby boomers retire, the philanthropic landscape is undergoing a generational shift. While different causes may resonate with each generation, philanthropy consistently connects and strengthens communities. Several key trends and opportunities are shaping what giving will look like in the years ahead.

Generosity remains a defining trait of households across the United States.
Americans have always recognized the important work of charities, making generosity core to America’s values. To continue trending upwards, Dr. Osili encouraged intentional conversations about philanthropy with family and friends. Whether it’s sharing where you volunteer or the charitable events you attend, talking about your involvement helps inspire future giving, including engaging the next generation in philanthropy.

Despite economic fluctuations, charitable giving continues to be consistent.
Over the years, philanthropy has continued to grow steadily when adjusted for inflation. During unpredictable times, Dr. Osili emphasized the importance of maintaining strong relationships with charities and highlighted the benefits of using a donor-advised fund since those dollars are already set aside for charitable giving.

Technology is reshaping the way people engage with philanthropy.
As technology continues to be an essential part of daily life, it also transforms how individuals give and connect with charitable causes. From using social media to spread the word to exploring information about charities online, technology empowers donors to make informed and immediate decisions. Online giving has continued to grow in popularity, especially due to its convenience, whether through a nonprofit’s website or tools like our own online portal.

The future of philanthropy looks bright, and our team at Greater Horizons is here to help you achieve your philanthropic goals. Contact us at info@greaterhorizons.org to learn more about the opportunities for making a charitable impact.

Authored by: Mariah Roady, Philanthropic Advisor