Giving USA: Beyond the Numbers—5 Strategic Moves for Navigating Philanthropy’s New Reality 

The numbers tell a story of resilience and rebound. Charitable giving in the U.S. reached $592.5 billion in 2024—a 6.3% increase that marks a strong recovery from recent challenges. But for nonprofit leaders, the critical question isn’t where we’ve been. It’s where we’re going. 

In our recent webinar analyzing the latest Giving USA report, we explored how organizations can turn these data points into forward-looking strategy. The ground is shifting: economic volatility, evolving donor expectations, fast-moving technology, and a complex federal policy environment demand more than static plans. What’s required now is strategic adaptability—the ability to lead through uncertainty with clarity, flexibility, and purpose. 

The Reality Check: What the Data Really Says 

While the top-line growth is encouraging, a deeper dive reveals persistent concentration of giving. Individual giving rose 8.2%, yet that growth is largely driven by major donors—just seven mega-gifts accounted for $11.72 billion. The top of the donor pyramid continues to carry the weight. 

Subsector performance tells an important story about donor priorities: 

• Public society benefit: +19.5% 
• Education: +13.2% 
• International affairs: +17.7% 

These spikes suggest increasing donor interest in equity, global connection, and institutional advancement—trends that warrant close attention. 

Corporate giving also rose, fueled by GDP growth and healthy pre-tax profits. Foundation giving, however, remained flat when adjusted for inflation. 

The Challenge: Planning for the Unknown 

As one of our higher education clients observed, “The first half of 2025 feels a lot like the first half of 2020.” The common thread? Uncertainty. The sector faces unpredictable policy shifts, economic headwinds, and potential cuts to federal funding that could ripple across all nonprofits. 

History tells us that in volatile times, donors prioritize helping people over institutional needs. Endowment and facilities giving often slows as donors prioritize immediate, human-centered impact. 

So what should your organization do now? 

Today’s philanthropic strategy must be rooted in policy awareness, risk management, operational agility, donor education, and advocacy. Philanthropy isn’t just about resourcing your mission—it’s about protecting it. 

We’ve reviewed the data, synthesized our experts’ insights, and outlined five strategic moves to help you lead with intention in 2025 and beyond. This framework isn’t prescriptive—it’s adaptable, designed to help you navigate the complexity ahead. 

5 Strategic Moves for Today’s Fundraising Leaders 

1. Re-Center on Donor Resilience and Retention 

Economic optimism can drive giving, but retention is what sustains it. With 56% of all dollars coming from large gifts and the number of individual donors continuing to shrink, retention has never been more critical. 

What to do: 

• Use data to personalize: Analyze donor motivations, giving history, and preferred channels to tailor outreach. 
• Segment with intent: Create distinct experiences for first-time, recurring, and major donors. 
• Eliminate friction: Make giving as easy as shopping online—for first-time and repeat donors. 
• Steward year-round: Don’t save gratitude and impact storytelling solely for campaigns. 
• Blend multi-year asks: Combine annual, planned, and major gift conversations to build deeper donor commitment. 

2. Align Fundraising with Market-Driven Opportunity Areas 

Successful fundraising increasingly focuses on donor intent—not just institutional need. 

Action steps: 

• Elevate donor-centric values: Highlight mission priorities that reflect what donors care about—climate, civic engagement, global equity. 
• Reframe program impact: Position existing programs through a donor-values lens. 
  • A student success fund? Frame it as civic engagement. 
  • Maternal care? Position it as a global health initiative. 
  • DEI initiative? Highlight its role in strengthening democracy.

Donors give more—and give longer—when their values are clearly reflected in your work. 

3. Activate Adaptive Campaign Strategies 

The traditional five- to ten-year campaign playbook may not reflect today’s campaign realities. With donor pacing, inflation, DAFs, and gift timing at play, campaigns must be flexible by design. 

How to adapt: 

• Build flexibility into goals: Use stretch goals, phased approaches, or focused priority initiatives. 
• Try sprint campaigns: Tackle urgent needs like financial aid through short, targeted efforts. 
• Think blended: Combine philanthropy with government or NGO funding. 
• Forecast in real-time: Let real-time data inform decisions. 
• Reassess your model: Is it still the right fit? Postpone public launches if needed and focus messaging on impact over dollar goals. 

4. Double Down on Corporate and Foundation Partnerships 

Corporate giving rose over 9% in 2024. Foundation assets remain at record highs. Yet many organizations leave this potential on the table. 

How to tap in: 

• Map to environmental, social, and governance (ESG) goals: Align your priorities with corporate social responsibility strategies. 
• Customize your approach: Tailor proposals to foundation strategies and values. 
• Co-create solutions: Look for shared challenges where multi-year and co-investment opportunities can be pursued. You’ll boost both brands’ visibility. 
• Build for trust: Reliability and clarity are the hallmarks of every strong partnership. 

Intentional partnership design can unlock significant potential.  

5. Build Infrastructure for DAF and QCD Growth 

DAFs and QCDs have officially moved out of the margins and into the mainstream. But most nonprofits still lack the infrastructure to leverage them effectively. 

Here’s what’s essential: 

• Integrate giving vehicles: Add DAF and QCD options to gift forms, gift agreements, and giving platforms. 
• Train your team: Ensure staff and volunteers understand how these work—and how to think about blended gift scenarios. 
• Streamline processing: Identify DAF gifts faster to avoid stewardship delays. 
• Track and steward: Track DAF/QCD giving and encourage recurring grants to create sustainable, long-term pipelines. 

In some sectors, DAFs make up as much as 50% of annual giving. This is no longer optional. 

Don’t Overlook the Fundamentals 

Planned giving and stewardship remain two of the most underinvested areas across the nonprofit sector. Ironically, they may also be your biggest growth opportunities—regardless of your organization’s size or budget. 

Your Next Move 

The data tells us where we’ve been. But strategy determines where we go. 

Which of these five moves is most urgent for your organization? And more importantly: What’s the first step you’ll take? 

The most successful organizations won’t just survive this moment. They’ll emerge stronger—more connected to their donors, more responsive to the world around them, and more focused on the mission that matters most. 

Because the real question isn’t whether change is coming. It’s whether you’ll lead it—or be led by it. 

This analysis is based on insights from the latest Giving USA report and strategic recommendations shared by Marts&Lundy experts in our recent webinar. For organizations seeking to implement these strategies, remember that successful adaptation requires both policy awareness and operational agility. The path forward isn’t just about raising more money—it’s about building more resilient, responsive, and relationship-centered advancement programs.