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GIVINGPULSE
Q3 2024 REPORT

A HOLISTIC LOOK AT TRENDS IN GIVING BEHAVIOR AND PERSPECTIVES

July to September 2024






TABLE OF CONTENTS

Executive Summary

Part 1: Generosity-Related Behaviors

Part 2: Generosity Trends at a Glance

Part 3: Keys Groups of Interest

Part 4: GivingTuesday, Year-End Giving, and Spontaneity

Part 5: How the World and Crises Affect Giving




EXECUTIVE SUMMARY



About the survey

Since 2022, GivingTuesday has conducted a weekly cross-sectional online survey
of Americans that tracks generous actions in the past week and their associated
attitudes and worldview. These findings relate to Q3 of 2024.



What we’re learning

The Q3 GivingPulse report shows how generous people can be when asked.  In this
quarter, we saw more people giving as rates of solicitation rise, and we saw
increased engagement across in-person and online channels.  Volunteerism rates
were up and GivingTuesday awareness was strong, with over half of those aware
saying they have a plan to participate this year.  Spontaneous givers are
especially ready to give if reached more effectively and recurring donors remain
highly engaged across various forms of support.  This momentum gives us a solid
foundation to drive impactful giving as we enter the year-end season.



Key Findings

♥ In this quarter, more people recalled being asked to give, and as a result,
more people are giving.

 * Monthly and weekly solicitation rates have rebounded after hitting a low
   point in Q2.  28% of people recalled being asked to give in the last 7 days.

 * Giving in any form and giving money remain stable compared with last quarter
   and last year at 61% and 33% of respondents, respectively.

 * Volunteering increased 10% compared with Q2 (slight increase of 5%
   year-over-year), up to 26% of respondents

 * People continue to respond to being asked at a relatively stable rate.  35%
   of those solicited responded with generosity, which is in line with
   previously reported solicitation response rates.

 * Spontaneous givers are just as responsive to solicitation as those who
   pre-plan their giving. Their behavior in Q3 suggests that they are just as,
   if not more, open to collective giving moments such as political giving
   leading up to the US election and #GivingTuesday. Spontaneous givers are the
   majority of all givers, and harnessing the momentum of the year-end giving
   season is an opportunity to engage this subset of donors.

 * The gap continues to close between in-person and online monetary donation
   methods, with the use of direct and indirect online donations increasing 10%
   and 17% respectively compared with Q2. In-person donation methods were
   particularly popular during Q4 2023.  It remains to be seen if this trend
   will reverse during this year’s giving season


♥ GivingTuesday is creating opportunities for different kinds of givers to
participate.

 * 34% of respondents reported they were aware of GivingTuesday in the quarter
   that precedes it.  Among those who are aware of GivingTuesday, over half
   reported that it inspires them to be more giving, and that half are planning
   to participate this year.  Givers who are GivingTuesday aware, and are making
   a plan to participate, are also more likely to be volunteering and more
   likely to be giving recurring donations.  

 * Spontaneous givers who know about GivingTuesday are also important to
   consider as many of them are already giving money in Q3.  63% of spontaneous,
   GivingTuesday-aware givers say they could afford to give more than they do.
   
   

♥ Recurring donors give in many different ways beyond money.

 * Recurring monetary donors are some of the most generous donors in the
   GivingPulse dataset: they volunteer, participate in workplace giving, give
   political donations, and engage with nonprofits significantly more than their
   non-recurring counterparts. 

 * In Q3, recurring donors were more likely than non-recurring donors to say
   they could afford to give more than they do (74% vs. 52%), but they were not
   more likely to say they intended to give more in the future. Given their
   preference for planned giving, the question remains as to how recurring
   donors can be most effectively engaged in an ongoing manner such that they
   either plan to increase their giving, or decide to spontaneously “top up”
   their generosity.

> “Generosity is thriving across communities, and trends from GivingPulse Q3
> highlight once again that the social sector has an opportunity to meet donors
> where they are by creating multiple pathways to engagement. Even in times of
> uncertainty, it’s clear people want to do good for their communities. Donors,
> volunteers, and other supporters are integral to the health of our communities
> — consistently inviting them to participate is critical for driving collective
> support during pivotal moments like year-end campaigns and beyond.”

— Asha Curran, CEO, GivingTuesday




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RESOURCES.

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Part 1


GENEROSITY-RELATED BEHAVIORS



Each week, we ask 100 people across the USA what generous actions they undertook
within the previous 7 days, for a combined sample of 1200 people each quarter.
These actions could include giving money, time (volunteering), items, or
advocating for causes or groups. We also ask people to distinguish whether they
gave to a formal registered charity, an informal group, or an individual, and
whether they contributed locally, nationally, or internationally.


EACH OF THE MAJOR TYPES OF GENEROSITY ARE SHOWN BELOW ON A 4-WEEK ROLLING BASIS
COVERING Q3 2024.

Generosity in all its forms has remained stable throughout 2024, with 60-70% of
everyone having performed at least one kind of generosity within the 7 days
prior to being asked. Monetary donations remain flat, and appeared to be at
their lowest rate in September for all of 2024. Advocacy activity decreased more
than other forms of giving. It was down 14% versus the previous quarter (Q2),
and 35% versus Q3 of 2023. Specifically, advocacy on behalf of nonprofit
organizations was down the most, 45% compared to Q3 of 2023.

Some other trends of note:

 * Volunteering up 10% QOQ, volunteering for nonprofits up 20% (+2 points)

 * Distribution of local, national, and international support is nearly
   identical to last quarter

 * Breakdown of giving to one or multiple recipient types is similar to last
   quarter, but giving to only one gift or recipient type has increased YOY (10
   and 12% respectively)



Browse and download all charts from this report on GivingTuesday’s
Visualizations Library!

When we look at combinations of generous actions, we see a yearlong trend
whereby fewer people are giving both money and item donations (19% in Q1, 17% in
Q2, and 14% in Q3), but more people are volunteering (6% in Q1, 7% in Q2, 9% in
Q3). The overall combination of money, items and time remained unchanged – 20%
of everyone does all three. Very little changed in the breakdown of types of
recipients. We saw 4% more giving to both individuals and unregistered groups in
Q3, compared to Q2, but it was otherwise about the same (Figure 1.3 and 1.5).








GIVING BY FORMALITY

Figure 1.5 shows the distribution of support by givers to one recipient type
across the other two recipient types. The breakdown here remains consistent with
previous quarters, with just over half of givers to registered charities also
donating informally, and around two-thirds of informal givers also donating to
registered charities. In Q2, supporters of individuals were slightly more likely
to support registered charities (70% in Q2)  than unregistered groups (62% in
Q2), but this quarter their support was distributed equally across both types
indicating a slight shift towards informal giving overall.






GIVING BY LOCALITY

The percentage of people giving locally, nationally, and internationally appears
to be the same as in the previous quarter.





GIVING BY PEW TYPOLOGY

Given the recent US election, we also looked at whether there were any
differences in generosity trends across the 9 Pew political types in Q3. Giving
patterns are quite similar, though we do see that centrist identities seem to
give informally at the highest rate. These groups (Ambivalent Right, Outsider
Left, Democratic Mainstays) don't identify strongly with a political party,
though they tend to lean towards one or the other. They may also be less likely
to care about whether or not an organization is formally registered. The
Progressive Left appears to support registered charities the least of these
groups, while two centrist factions (Ambivalent Right and Stressed Sideliners)
support registered charities at the highest rate (76%). Volunteering is also
about 20 percent more popular with some groups than others. A majority of
Committed Conservatives, the Ambivalent Right, Outsider Left, and Democratic
Mainstays volunteered in Q3, compared to just 25-36% of the other groups.



--------------------------------------------------------------------------------





Part 2


GENEROSITY TRENDS AT A GLANCE



In Q3, the ways people gave were similar to the previous quarter, except that
advocacy is down compared to last year (-34%) and the previous quarter (-12%).
Crisis giving is down 37% compared to Q3 last year, when wildfires in Hawaii
dominated headlines and crisis awareness overall was at its highest in the past
five quarters, and down 21% compared to last quarter, when seasonal natural
disasters attracted attention. Health and rights-focused organizations received
13% and 16% more support in Q3 versus the previous quarter.

One of the larger changes we see this quarter over last is an increase in people
using the various transaction forms of giving we track. Specifically, giving via
donation platforms is up 51% and direct online donations to nonprofits are up
26%. Only 5-10% of all people use one of these methods, so the smaller sample
sizes can lead to more variance, but all benchmarks moved in the direction of
greater online engagement and a greater proportion of people responding to
solicitation compared to this time last year.




Some YOY benchmarks omitted because we asked the question slightly differently
last year, leading for poor comparability

--------------------------------------------------------------------------------



Part 3


KEY GROUPS OF INTEREST






SOLICITED AND RESPONSE

In Q3, 29% of GivingPulse respondents recalled being solicited in the week prior
to being surveyed and 48% recalled being solicited in the month prior. Both
weekly and monthly solicitation rates saw slight increases in Q3 compared with
last quarter (+10% monthly, +17% weekly) and Q3 of last year (+12% monthly, +11%
weekly). Q2 solicitation rates were notably low in contrast to the preceding
months, but it is promising that Q3 has seen a boost year-over-year as well.
Among respondents who recalled being solicited, response rates remain unchanged
compared with last quarter at 35%.










RECURRING DONORS

Recurring donor rates remain relatively unchanged this quarter compared with Q2
2024 and Q3 2023, after 15 months of little to no long term shifts.

We have previously looked at who recurring donors are, in terms of their
demographic profile. This quarter, we take a deeper look at what other
generosity behaviors recurring donors engage in.

In Q3, recurring monetary donors are more likely than non-recurring monetary
donors to:

 * Participate in workplace giving (43% vs. 17%)

 * Give in other forms to registered orgs (76% vs 51% for money, 89% vs. 72%
   across all forms)

 * Plan their giving in advance instead of acting spontaneously (65% vs. 35%)

 * Volunteer in general (63% vs 43%) and specifically for formal nonprofits (41%
   vs. 17%)

 * Give political donations (30% vs 11%)

This behavioral profile is consistent over the past four quarters.

While recurring donors are much more likely than non-recurring donors to say
they can afford to give more (74% vs. 52%), they are not necessarily more likely
to report having intentions to do so. This is an interesting duality,
particularly when it comes to self-reported intentions. We know that recurring
donors consistently engage in the generosity ecosystem at higher rates than
non-recurring givers, and we also know from Neon One that recurring donors are
sticky – as of this past September, half of the donors who initiated recurring
gifts on GivingTuesday 2022 were still active. These data points indicate there
may be opportunities to engage with recurring donors for additional giving.



Last quarter, we observed that the composition of recipient types supported by
non-recurring donors had shifted away from individuals and towards registered
nonprofits. In Q3, the composition shifted back to relatively equal support
between the two recipient types – 51% of non-recurring donors supporting
registered nonprofits, and 52% supporting individuals. It would appear as though
the shift in Q2 was reflective of the broader decrease in informal support last
quarter, which has since recovered (+9% support for unstructured groups, +12%
support for individuals among monetary donors).







WORKPLACE GIVING

Workplace giving saw a slight boost this quarter after a consistent decrease
since Q4 2023, settling at around 10% of respondents overall (16% of givers).
This represents a 12% increase in respondents from Q2, and a 15% decrease from
Q3 2023.

Within this overall change, workplace giving increased about 23% among people
between the ages of 30 and 50. This group is typically more likely to give in a
workplace setting than other groups, but this quarter they participated in
workplace giving at 2.2x the rate of those under 30 or over 50. Workplace giving
also increased by over 50% among givers who make under $50K per year, hitting
some of its highest levels so far this year (18-20% throughout the quarter). 
This represents a recovery from what was a notable low in Q2, where it appears
many of these givers dropped out of workplace giving programs.







DONATION METHODS



Last quarter we saw that the use of online and mobile donation methods remained
stable quarter-over-quarter while in-person donation methods decreased in
popularity. This quarter, the gap continues to close between in-person and
online donations: online direct and indirect donation methods increased in use
by 10% and 17% respectively. In-person methods, on the other hand, remained
relatively stable with the exception of in-store donations which dropped 14%.
In-store donations were a particularly popular method in Q4 last year, and it
remains to be seen whether the same trend emerges again next quarter.



--------------------------------------------------------------------------------



Part 4


GIVINGTUESDAY, YEAR-END GIVING, AND SPONTANEITY



As we look towards GivingTuesday 2024 and the year-end giving season, Q3 can
provide important context about how people may act during moments of collective
generosity and make decisions surrounding their giving. In the GivingPulse
survey, we ask respondents about whether their most recent act of generosity was
pre-planned in advance or decided spontaneously “in the moment”. A pre-planned
decision to give may refer to a gift that is set up in advance, like a recurring
donation, or an act of generosity that is premeditated and executed at a later
occasion.  

In Q3 and throughout the year, spontaneous giving is consistently more popular
overall. This quarter, 57% of givers reported that their most recent act of
generosity was decided spontaneously, while 43% reported pre-planning,
relatively unchanged compared with the previous quarter. Looking at trends over
the past year, spontaneous giving was consistently prominent throughout Q4 2023
and Q1 2024, at 61% of overall giving in Q4. Near the end of this past quarter
we again observe an uptick in spontaneous giving heading into Q4.

Looking more specifically towards GivingTuesday 2024, 34% of respondents
reported that they were aware of GivingTuesday this past quarter. Over half of
those aware of the event reported that it inspires them to be more giving, and
that they had participated or planned to participate in at least one way. One
difference that stands out about GivingTuesday-aware respondents in Q3 is that
they are much more likely to have pre-planned their most recent generosity in
advance, as opposed to deciding spontaneously – 49% of those aware of
GivingTuesday reported pre-planning, compared with 40% of those unaware of
GivingTuesday.

Pre-planned givers are more likely to engage multiple ways and more intensely
(i.e. donating higher dollar values) when they give. Compared with spontaneous
givers, pre-planned givers are:

 * More likely to give to registered nonprofit organizations (75% vs. 62%)

 * More likely to give recurring donations (24% vs. 10% of givers)

 * More likely to be volunteers (26% vs. 14%), either by identity or actual
   recent participation

 * More likely to support religious causes (31% vs. 15%)

 * More likely to support rights-based causes (45% vs. 27%)




Pre-planned givers make up an integral part of the nonprofit ecosystem, and a
large subset of potential GivingTuesday and year-end givers. But many people are
not thinking about GivingTuesday quite yet, and may or may not have considered
their year-end giving plan beyond that. Given the popularity of spontaneous
decision making around year-end 2023, it is important to consider what the
behavior of this subgroup might look like in the coming months.

When we look at spontaneous givers who were aware of GivingTuesday in Q3, they
were more likely than those who were unaware to:

 * Give money to registered nonprofits (30% vs. 20%)

 * Give to a political campaign or figure (19% vs. 7%)

 * Be a recurring donor (19% vs. 6%)

 * Initiate a generous movement or initiative (23% vs. 6%)

 * Say they could afford to give more than they do (63% vs. 41%)



That is to say, a significant portion of recent spontaneous generosity was
exhibited by those who are aware of GivingTuesday. This does not mean that these
people were motivated directly by GivingTuesday, since these activities occurred
during Q3. This relationship could also imply that the people who were already
doing these things more often tended to be attracted to GivingTuesday, or at
least more "plugged in," and therefore more aware of the event. Regardless,
there is still a significant relationship between generosity and GivingTuesday
awareness beyond just the day.

There are also behaviors that do not differ between pre-planned and spontaneous
givers. Among solicited givers generally speaking, there was no significant
difference in response rate between those who give spontaneously and those who
pre-planned their recent giving this quarter. And in the lead up to the US
election, spontaneous givers in Q3 were approximately equally likely to give to
political causes as pre-planned givers (11% vs. 13%), showing that they were
just as mobilized during this moment of collective civic participation.

While pre-planners may remain the typical targets of nonprofit engagement, there
is strong evidence to suggest that those who decide to give in the moment can
and will rise to the occasion when the opportunity to give presents itself.
GivingTuesday and the end-of-year giving season is one such opportunity.



Additionally, planning to give on or participate in GivingTuesday does not
preclude one from choosing to give later as well. Givers who make a plan do not
necessarily plan all of their giving. In fact, Neon One reports that the vast
majority of donors (about 80% of in 2023) who initiate a recurring monthly gift
on GivingTuesday make another donation to the same organization before the end
of the year. We know from Section 3 that recurring donors give back in a
multitude of other ways beyond just their recurring donations, and are an
example of a type of giver that have capacity to give more if targeted with the
correct prompt.

At present, we don’t know how the GivingTuesday to year-end period will look
this year, but if there is a repeat of the sustained spontaneous giving behavior
that we had last year, then this could be a prime period for harnessing that
energy amongst potential and existing donors.



--------------------------------------------------------------------------------



Part 5


HOW WORLD EVENTS AND CRISES AFFECT GIVING






CRISIS AND AWARENESS

We ask respondents if they were aware of any recent crises or world events, and
if so, that actions they took to respond with generosity. With natural disasters
from Summer having left the news cycle, no singular crisis or event captured
widespread attention in Q3, 2024. 

 * Overall crisis awareness reached its lowest point in 2024 in the first half
   of September

 * Most dominant crisis was Hurricane Beryl and Hurricane Helene right at the
   end of the quarter, also subsequent flooding

 * Other crises mentioned include remnants of tornado season and the
   assassination attempts made on President Donald Trump




Of those identifying a crisis, the percentage of people who either ignored,
intended to respond, or had already responded with generosity was exactly the
same as the previous quarter. Looking further back in time, we saw a slight
increase in those intending to respond, and a corresponding decrease if those
who said they ignored it, compared to the current quarter.




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