How U.S. Charitable Dollars Were Divided in 2024 and What That Means for Your Fundraising Mix

Every June, Giving USA drops the data of American generosity across nonprofits for the previous year. The newest Giving USA 2025 report shows that charitable giving hit $592.5 billion in 2024, a 6.3 percent jump in current dollars (3.3 percent after inflation).

Some of real value in looking at this data comes from seeing where those dollars originated. Here is where the money really came from so you can see how your own organization stacks up from where philanthropic dollars are coming from overall.

1. Individuals — $392.45 billion (~66% of ALL giving)

Individual people and couples via checks, credit cards, stock, and other assets still supply roughly two‑thirds of U.S. philanthropy. Individual giving grew 8.2 percent last year (5.1 percent after inflation).

• Retention > Acquisition: national donor counts (total number of actual people giving) are falling even as dollars rise, so utilizing lifetime value from the people who already know and love you is critical.

• Mid‑level Giving is the feeder system/donor pipeline you shouldn’t ignore: gifts in the $1k–$10k band fuel both major‑gift and planned‑giving pipelines.

2. Foundations — $109.81 billion (~19%)

Independent, family, corporate, and community foundations crossed the $100 billion line for a third straight year. Up 2.4 percent in nominal dollars but flat after inflation.

• 5‑percent payout clock: private foundations must distribute 5 percent of assets annually anyways. So help them hit the quota with outcome‑ready and tailored proposals if you are going to go this route.

• Most successful multi‑year, unrestricted grants start with a warm introduction.

3. Bequests — $45.84 billion (~ 8%)

Legacy gifts dipped 1.6 percent in current dollars (4.4 percent after inflation) but still account for almost one in every twelve philanthropic dollars.

• Posting clear bequest language and adding a “✓ I’ve included you in my estate plans” or “do we owe you another thank you?” checkbox to every appeals and communications can go a long way with how large the average planned gift is.

• Donor testimonials explaining why they included your mission outperform legal jargon about how.

• Track current bequest revenue as well as known expectancies, even if it’s a binary “yes” or “no” of who has said they are in your will. If bequests are under 5 percent of revenue, you might be leaving money on the table!

4. Corporations — $44.40 billion (~7%)

Corporate cash, in‑kind, and corporate‑foundation grants hit a record high, thanks to strong GDP growth and pre‑tax profits.

• Frame impact projects in the language companies use for mission alignment

• Take advantage of the employer match!

• In‑kind counts. Track the fair‑market value of pro bono services and product donations.

While individuals still drive the most revenue for all nonprofits across the country, the fastest‑growing lanes are planned gifts (bequests) and corporate partnerships. If there is very little alignment in your nonprofit’s numbers compared to the national figures, there might be some areas where you are leaving money on the table! Use the national mix to frame realistic, aspirational targets for your own portfolio.

Looking to raise more money for your nonprofit? Send us a message and we would be happy to learn more about your nonprofit!