Taking the Pulse of GENEROSITY.

The Giving Signals Report

2026 Fundraising Trends for Nonprofits:
What donors are telling you and how to respond.

Download the report

See the full list of Giving Signals, and how to respond.

Missed signals
hold opportunities
to bring donors
closer to the cause.

Set aside the noise of the headlines. Our latest research found that giving signals are everywhere, and they point to a hopeful and confident future for nonprofits.

Explore the highlights, then download the full report to see what earns donors' support, signals you may be missing, and how to unleash generosity across generations.

Report Overview

Signals are only STRONG if you identify them.

By listening to donors, you can shape what's next.

TRUST
How do today's donors judge whether a nonprofit is effective?
MOTIVATION
How do giving motivations vary between younger and older donors?
MILLENNIALS
In what ways are Millennial donors changing the giving landscape?
NEED
How do public funding pullbacks shape donor perceptions of nonprofits' role?
FRICTION
What roadblocks in the giving experience get in the way of generosity?
PROOF
How can nonprofits build donor confidence to ensure a “yes”?
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Learn how your organization is responding to the signals donors are sending.

TAKE THE GIVING SIGNALS QUIZ
Missed signal

Are you overlooking
Millennial donors?THEY'RE NOT A NICHE—
THEY'RE A POWERHOUSE.

Despite unfair accusations of frivolous spending, Millennials are now leaders in generosity. 75% say they expect to donate more this year than last year, versus 49% of Gen X and 36% of Baby Boomers+.

MILLENNIALS
GEN X
BABY
BOOMERS+
GEN Z
ONLINE ADVERTISING
23%
of donors discover nonprofits through online ads
Social Media
68%
of Millennials follow a nonprofit on social media
CHANNEL MIX
54%
of donors engage with nonprofits across 3+ channels
Donor-Advised Funds
42%
increase in DAF grants to nonprofits year over year
NONPROFITS' ROLE
91%
of donors say nonprofits are key to meeting needs when public funding shrinks
Storytelling
77%
of donors say personal stories motivate them to give
FEES & TIPS
70%
of donors say tip prompts make them reconsider giving
Donors
85%
of donors plan to maintain or increase giving this year
FUNDRAISING
62%
of nonprofits plan to expand digital fundraising efforts
ONLINE ADVERTISING
23%
of donors discover nonprofits through online ads
Social Media
68%
of Millennials follow a nonprofit on social media
CHANNEL MIX
54%
of donors engage with nonprofits across 3+ channels
Donor-Advised Funds
42%
increase in DAF grants to nonprofits year over year
NONPROFITS' ROLE
91%
of donors say nonprofits are key to meeting needs when public funding shrinks
Storytelling
77%
of donors say personal stories motivate them to give
FEES & TIPS
70%
of donors say tip prompts make them reconsider giving
Donors
85%
of donors plan to maintain or increase giving this year
FUNDRAISING
62%
of nonprofits plan to expand digital fundraising efforts

Want to share the findings with your leadership?

DOWNLOAD THE (TBD) HANDOUT
Strong signal

Do your donor
appeals offer proof?MAKE THE CASE,
SECURE THE GIFT.

Donor trust is steady and strong, but clarity is key to unlocking generosity. Nonprofits often lead with mission, need, and community—all powerful. But donors also want to know where the money goes, and see proof of impact.

DOWNLOAD THE REPORT
Crossed signal

Is the donor journey being derailed?HIDDEN FEES DO A NUMBER ON TRUST.

Unexpected fees and tips can stop generosity in its tracks. Fees are unavoidable and solved with transparency up front, but tips are discretionary, pull focus from the gift, and are best turned off.

44%
of nonprofits invite donors to add a tip to their gift
70%
of donors say tip prompts make them reconsider giving
79%
of donors say unexpected fees make them reconsider giving

Learn how your organization is responding to the signals donors are sending.

TAKE THE GIVING SIGNALS QUIZ

Want to share the findings with your leadership?

DOWNLOAD THE (TBD) HANDOUT
“I am motivated to give because people need more help than ever right now.”
Sandra GivemoreProject Coordinator,
ABC Company
The report

Download the report to see the full list of Giving Signals, and how to respond.

Signals
Opportunities
Actions