Key Findings from the Latest Giving Experience Study: How Social Donors Are Shaping the Future of Giving

The latest edition of the Giving Experience Study is here, packed with fresh insights into what motivates social donors, how they engage with nonprofits, and where the future of social giving is headed. This is the fifth year of our research, and we’re seeing some powerful trends that signal optimism for the nonprofit sector. With 1 in 5 U.S. adults self-identifying as social donors—that’s over 51 million people—nonprofits need to understand this group if they want to build long-term loyalty.

First off, what do we mean by a social donor? They’re the amazing people who:

• Donate to or attend a fundraising event like a gala, golf tournament, or similar event,
• Donate to, bid during, or attend a nonprofit auction,
• Sponsor someone or participate in a peer-to-peer fundraising event like a run, walk, or ride, or
• Donate or requeste donations as part of a fundraising challenge, occasion, or giving day.

Let’s dive into the key findings of this year’s study and what they mean for your organization.

Social Donors Are More Generous Despite Economic Pressures

Even amidst economic uncertainty, social donors are stepping up in a big way. This year, 37% of social donors reported giving more than usual — showing a commitment to the causes they care about that’s incredibly promising for nonprofits.

The average social donation amount also increased by 12%, now at $191. This resilient generosity shows that nonprofits can still count on the goodwill of social donors, even in tough times. 

The Financial Influence of Gen Z Is Growing

Gen Z is really starting to make its mark in philanthropy. This year, Gen Z donors made up 10% of the social donor pool, up from last year. Their financial power is also growing, with their average annual donation total jumping 130% since 2022 to $1,155, and their average social donation amount increasing 17% to $197. 

Impact is key for Gen Z — almost half of them gave in response to a current issue or need.  

With this in mind, make sure you highlight your mission, organization’s history, current goals, and impact on your community in all your communications. Remind your donors of your Why — your unique cause story — and sing it from the mountaintops across channels (especially ones that reach Gen Z donors!) 

This year, we also added a new motivator: innovation. And 6 in 10 Gen Z donors said they gave because a nonprofit showed innovation and adaptability in tackling challenges. Showcase how your nonprofit is addressing challenges in creative ways. Highlighting your new, innovative approaches can inspire and attract this generation to support your cause. 

Gen Z’s commitment to timely causes, social advocacy, and new ways of giving sets them apart. Nonprofits that can connect with their values and offer accessible, impactful ways to engage will be in a great position to foster their generosity for years to come. 

Auctions Are a Path to Long-Term Donor Engagement

We included new, auction-specific data this year, and it paints a bright picture for nonprofits. 83% of auction participants said they’re interested in becoming regular annual donors, and 64% expressed interest in monthly giving. 

Additionally, 58% said they’d likely make a one-time donation within the next 12 months. And with an average auction gift of $529, it’s clear that auctions aren’t just effective for raising funds in the moment — they’re also a great way to create long-term donor relationships. 

After your next auction, make sure to follow up with attendees in a personalized way, thanking them for their participation and providing them with easy ways to stay connected and contribute further. Specifically: 

• Acknowledge their interest in giving: Given the high level of interest in regular giving, include an invitation to join your monthly giving program. This could be as simple as sending a follow-up email with a link to sign up or a personalized note explaining the impact of monthly donations.
• Highlight the impact of their auction gift: Remind participants how their contribution is already making a difference, and encourage them to consider increasing their involvement, either through a one-time donation or by becoming annual donors.
• Provide opportunities for ongoing engagement: Create a clear and compelling call to action, such as a special campaign or a giving day, where they can contribute again and further solidify their commitment to your cause.

By following up strategically, you can transition auction participants into long-term, loyal donors, deepening their connection to your mission and encouraging future giving.

The Top Generosity Motivators: Trust, Mission, and Ease

Once again, trust, mission, and ease remain the top generosity motivators for social donors. These three factors were nearly tied in the top 3 spots and are crucial drivers behind why people give.  

Each component plays a critical role, forming the backbone of successful donor engagement and encouraging both initial and ongoing support.

• Ease encompasses both the simplicity and immediacy of the giving process. It’s about making donations simple and enabling donors to give in the moment when they’re most inspired — whether through a single click or a digital wallet transaction
• Trust ensures that donors believe their contributions will be handled responsibly.
• Mission connects them emotionally to the cause.

Beyond the top three generosity motivators, immediacy—being able to give in the moment—and impact were also highly influential, with 60% or more of social donors citing these as reasons behind their giving. Additionally, more than half of donors said an inclusive, welcoming event or campaign motivated them to give.

Social Giving Broadens Access to Philanthropy

Social giving continues to be a key way to engage younger and more diverse donors, groups that are often under-represented in traditional giving channels. Gen Z grew to 10% of the social donor pool, Black donors now represent 17%, rebounding from a dip last year, and Hispanic donors are at 23%, up from 17% in 2022.

These groups all over-index in social giving compared to their representation in the general population, highlighting just how important it is for social giving to be inclusive and community focused. 

Inclusivity and welcoming experiences remain key, with 55% of social donors citing this as a generosity motivator, a 10-point increase from last year. Social giving is proving to be an important way to engage underrepresented groups and build diverse communities of support. 

Looking Ahead: How to Engage Social Donors

These findings highlight the importance of understanding and adapting to the evolving needs of social donors. Nonprofits that focus on making giving easy, building trust, and demonstrating clear impact—while maintaining ongoing communication beyond event attendance or one-time donations—will be best positioned to engage and retain these donors for the long term. With younger and more diverse donors at the forefront of social giving, inclusive and responsive fundraising strategies are crucial to creating lasting connections and fostering sustained generosity. 

Want to Learn More?

For a deeper dive into the data, download the full fifth edition of the 2024 Giving Experience Study and discover how your organization can harness these insights to strengthen social donor relationships and drive impact in the year ahead. 

• Today’s Donors by Giving Type: Facts to Grow Generosity: Navigate and understand the motivations of social giving to engage today’s donors and raise more.
• How to Engage Gen Z Donors: Download this infographic to learn how to personalize event experiences, emphasize the value of donor impact, and leverage social media presence effectively.
• Must-Have Strategies to Reach & Convert Donors in All Generations: Explore motivations behind a generation’s giving and learn recommendations to engage them.