The Pentera Blog
Report: Donors Continue Giving Generously as 2022 Comes to an End
Despite their concerns about the economy, donors say they will be at least as generous in 2022 as they were the year before—according to a new survey by Classy, an online giving platform.
According to the survey of 1,000 donors, 90% said they will give more or the same amount to causes they care about in 2022—up from 83% and 84% respectively in 2020 and 2021. This comes despite the fact that 49% expressed pessimism about the economy and 39% said they had to make changes or sacrifices in their lifestyles to ensure they had funds available to contribute.
“If the organization is continuously helping areas or people in need, then I will continue to help them,” one of the surveyed donors identified as a Gen X female said. “It’s important to give back each year.”
Timely appeals for contributions linked to notable news events inspired much of 2022’s giving, according to the report. Many donors sought out ways to make a positive difference amid news concerning international human rights, climate change, women’s rights and reproductive health, and disability rights.
The survey categorized donors into two major groups: loyal donors and passive donors. It found that loyal donors (those who have given to the same organization in at least three out of the past five years) were twice as likely to increase their giving in 2022 compared with passive donors, who show less consistent patterns of giving. Individual contributions from loyal donors were also about four times those of passive donors.
The survey also analyzed charitable giving according to generation. It found that Baby Boomers and Gen Xers were more likely to be loyal donors than younger generations (Gen Z and Millennials); however, it also found younger donors were 38% more likely to change their lifestyles to make room for charitable donations. It also found that the younger donors were three times as likely as older donors to advocate on a charitable organization’s behalf.
To see the full report, click here.
