Fundraising from the affluent

We are very proud of our CIA prospect identification system in which C = Capacity, I = Interest and A = Access.

Most professional and volunteer nonprofit leaders immediately pounce on the wealth factor. It shouldn’t be overlooked that the two other components of the system are essential as well.

Just because someone has a lot of money doesn’t mean they’re going to be interested in supporting your cause. And even if there is such interest, you will be challenged to scale walls and clear obstacles to make an appeal as directly as possible, preferably face-to-face, an uber daunting task.

Successful nonprofits of all different sizes, missions, and parts of the country embrace data-driven strategy and tactics. In that spirit, we enjoyed and enormously benefited from deep diving into Bank of America and Indiana University Lilly Family School of Philanthropy’s 2025 Bank of America Study of Philanthropy: Charitable Giving by Affluent Households — their 10th study in our biennial series examining the philanthropic behaviors of affluent households in the U.S.

It is rich with findings, timely updates, and insights on those at the higher levels of the American wealth totem pole.

For perspective, the 2025 study is based on a nationally representative sample of 1,514 U.S. households with a net worth of more than $1 million (excluding primary residence) and/or annual household income of $200,000 or more. Respondents reported an average net worth of $24.2 million (median $2 million) and an average income of $571,876 (median $350,000). While they lead extraordinarily comfortable lives they shouldn’t be confused with the mega-billionaires who grab all the headlines for making mega-gifts.

The group studied provides a much more realistic prospect pool that your organization may be able to reach and avoid the traffic jams surrounding the wagons of multi-billionaires. Based on many of the study conclusions and our experiences in the field, here are 10 recommendations for developing effective approaches for discovery, cultivation, solicitation and stewardship of this elite circle of high wealth individuals.

1. The wealthy are more philanthropic: In 2024, 81% of affluent households made charitable contributions, with donors giving an average of $33,219 to charity — more than 10 times the level of the general population. Needless to say, this is directly related to their ability to do so. It’s also significant that 73% of affluent families with wealth under $1 million made charitable contributions compared to less than half of the general population.
2. Personal values are the strongest motivator for charitable giving: 68% of affluent donors are guided by their personal values or beliefs, while 57% are motivated by their interest in specific issue areas. This deep personal connection to giving help explains why 87% of donors report finding their charitable giving personally fulfilling.
3. The top three causes supported are basic needs (43%) and religious services/development (38%), with health care or medical research supported by 24% of donors: In terms of dollars, 39% of total giving went to religious organizations, followed by 16% to basic needs, and 14% to higher education.
4. They welcome volunteering: 43% of affluent individuals volunteer their time and talents to charitable organizations, contributing an average of 120 hours during the year — compared to about 30% of the general population. This opens huge doors of opportunity to engage, enlighten, and showcase the impact of the mission. Volunteers are more likely to give to charity than non-volunteers and make significantly larger gifts, with volunteers giving on average two and a half times more than non-volunteers. We always like to point out that time is more precious than money because it can never be replaced.
5. Couples make decisions jointly: 46% of affluent households make all charitable decisions jointly with their partner/spouse, with another 11% making some but not all giving decisions together. However, relatively few donors (13%) involve their children, grandchildren, or other younger relatives in charitable decision-making. This represents a significant opportunity, especially as affluent respondents plan to leave 75% of their estates to children and grandchildren during the unprecedented $84 trillion wealth transfer projected to take place by 2045.
6. Affluent donors make 18% of their charitable gifts through tax friendly giving vehicles such as family foundations, and donor advised funds (DAFs), up from 11% nine years earlier: Twenty-four percent of affluent households now have a giving vehicle, with 48% of households worth $5 million to $20 million having or planning to establish one within three years.
7. Affluent Americans in so many ways are like the rest of us: For sure, they live in better homes, drive more expensive cars and enjoy fancier lifestyles. But their lives aren’t immune from primal fears such as physical and mental health challenges, family friction, and even running short of funds to cope with catastrophic medical crises.
8. Multiple causes are supported: On average, affluent donor households give to five organizations. This motivates nonprofits to work hard and work smart in acknowledging donors throughout the year and letting them know the impact of gift dollars, going beyond facts and figures and sharing compelling personal testimonials of beneficiaries. They also take advantage of every opportunity to seek advice and counsel on key strategic matters.
9. Waste and excessive spending doesn’t go unnoticed: The use of overly elaborate marketing materials and opulent special events creates lasting negative impressions on the use of gift dollars that can help those in need.
10. Introduce them to your world: Affluent donors don’t need to be wined and dined at the finest restaurants and clubs. They easily get enough of that on their own. Working for institutions of higher education, I was astounded by how much wealthy donors enjoyed just eating in cafeterias along with students. Take your mother’s advice and be yourself. As with any donor, the goal is friendship, and to whatever extent possible avoid acting intimidated and overly subservient. There is so much that everyone enjoys talking about such as favorite foods, sports teams, books, and movies.

None of this is to suggest that we should assign less value to those from other socio-economic backgrounds. It is not unusual for people from modest circumstances to contribute larger percentages of their wealth as the result of affinity for the nonprofit. But those who have more can certainly do more and provide much-needed philanthropic leadership that unlocks exciting opportunities and elevates impact and outreach.