Is the Giving USA Report Relevant in 2020?

Giving USA released its 2019 report on U.S. philanthropy in June. But is the report relevant in 2020?

Charitable giving reached near record levels in the U.S. in 2019. According to the findings of “Giving USA 2020: The Annual Report on Philanthropy for the Year 2019,” individuals, bequests, foundations and corporations gave an estimated $449.64 billion to U.S. charities.

Adjusted for inflation, total giving increased 2.4% and reached the second highest level on record. That level sits just slightly below the all-time high dollar amount achieved in 2017 and that made past three years of the giving the three highest years on record, according to a press release from Giving USA.

But are those numbers relevant for capital campaigns in 2020?

We don’t know. Giving USA Foundation chairman Rick Dunham said in a news release that these numbers provide “an important baseline for understanding where giving stood at the outset of the current crisis.”

What we do know is that it is important to take a careful look at the current environment and adapt to it. Our fundraising climate is influenced by struggle for racial justice, economic uncertainty and a global health crisis. If you are in a capital campaign, it may be time to adjust goals and assess whether there are pieces of the campaign that resonate more in the current environment.

But most importantly, don’t make the giving decision for your donors. Connect with them, make the case for your organization, and keep the opportunity to give available with following points in mind.

1. Focus: Clarify your nonprofit’s impact

Carefully reassess your case for support, website, appeals and other ancillary materials of a capital campaign. Acknowledge the impact of current crises and address why successfully fundraising for your organization’s capital campaign will positively influence your community. Show the relevance of your mission in today’s world, and the importance of your campaign in current times.

2. Communicate: Your nonprofit’s case for support leads the way

Keep your case for support in front of donors, especially those you have segmented strategically for a specific level of support. It may not be time for the wide public phase of your capital campaign, but it is time to keep the good work you do in front of donors and the public.

Engage virtually and embrace technology as you arrive at ways to communicate creatively. In-person events may be outside your realm right now, but all age groups are engaging with technology at a much higher level because they must. Use this to your advantage. Livestream Facebook updates, send video thank you messages to prospects and donors, or host a virtual happy hour on Zoom with your top prospects.

As you communicate with donors, be empathetic, authentic and understand where they are coming from as they may be suffering during these times too. Use “athletic listening” to open up real dialogue that builds your understanding about the donor and their understanding of your nonprofit.

3. Engage: Give donors the chance to donate

We’ve been saying it to our clients and across the industry we continue to hear it: Don’t stop fundraising during the current crises. Our communities need the support nonprofits provide now more than ever. Allow your donors to make the decision to donate (or not) by continuing to present opportunities to support you.

Readjust goals and communication in light of the environment but keep moving forward. The Giving USA report shows clearly that Americans are generous. Make sure your organization, its mission and its results stay visible to them so that when they are comfortable giving, you are at top-of-mind.

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