2014 Patterns in Giving

Photo credit: HM Revenue & Customs

Earlier in 2015, fundraising expert Penelope Burk released the 2014 Burk Donor Survey, which spoke to 23,000 donors in the US and Canada to determine how donor giving changed in the year and how donors plan to give in the next 12 months. In 2014, donors gave over $335 billion, but 40% said they could have given more, including 50% of the youngest age bracket surveyed, those under 35. A majority (55%) of the people surveyed expect to give the same amount in 2015 as they did the previous year, but many donors expect to give more.

Whether giving the same or more than last year, however, donors are giving smarter. Almost three-quarters of donors surveyed indicated they dislike receiving an appreciation gift. Donors receiving such gifts wonder about the cost and thus whether their donation is being spent well by the charity. Over half of donors (57%) stated they spend more time researching organizations before giving.

Charity Navigator is here to help donors in that research. Our website makes it easy to find information about where donation money goes and has tips on how to give more strategically. Not sure where to start? Using our advanced search feature, you can choose from a list of criteria including size, rating, location, and category, allowing you to find a list of charities to match your giving preferences.


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