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Us","url":"\/about-us\/"},{"title":"Closing the Giving Gap: 2025 Trends to Drive Your Year-End Strategy","url":"\/about-us\/nonprofit-resources\/2025-trends-to-drive-giving-season-strategy\/"}]}

Key Giving Season Highlights from 2025:

Charitable giving reached an all-time high in 2025, but smaller nonprofits experienced declines in contributions. This highlights the importance of a strategic approach to year-end fundraising.

Total U.S. giving in 2025

$600B+

An all-time high

Annual revenue received in Q4

36.1%

18% in December alone

Online giving growth

+11%

Peaked at 15% in November

- A historic milestone: In 2025, charitable giving in the United States surpassed the $600 billion mark for the first time. 

- Sector growth: A 10% increase in contributions was seen across education, public-society benefit, environmental, and animal welfare causes.

- The Q4 dependency: Nonprofits received 36.1% of their annual revenue in Q4, with 18% of that total revenue arriving in December alone.

- Digital dominance: Online giving grew 11% year-over-year and peaked at 15% in November.

Closing the Giving Gap: 2025 Trends to Drive Your Year-End Strategy

With Giving Season fast approaching, it's worth taking a look back at the giving trends from the 2025 fiscal year. Looking at the data gives us a better picture of how and where donors gave, which causes saw growth, and where some organizations experienced a decline in contributions.

In this article, we'll take a look back at some of the biggest highlights from last year's giving and what they could mean for this year's Giving Season. We will also share a few things organizations, particularly smaller ones that experience a decline in donations, can consider when planning their Giving Season messaging.

Key Highlights:

- In 2025, Charitable Giving in the United States passed the 600 billion mark for the first time.

- A 10% increase in contributions was seen across education, public-society benefit, environmental, and animal welfare causes.

- In Q4, 36.1% of annual revenue for Nonprofits was received, with 18% of that revenue arriving in December.

- Online giving grew 11% year-over-year and peaked at 15% in November.

The takeaway is clear: donors are still giving, and Giving Season remains an important opportunity for organizations to connect with them. For organizations preparing for Giving Season, these trends underscore the importance of having a clear, compelling message in place before donors begin making their year-end giving decisions.

The Giving Gap:

While  the average gift size has nearly doubled, from $727 in 2016 to $1,345 in 2026, this growth is not experienced equally

In 2025, on average, larger organizations saw an 11% increase, and mid-sized organizations experienced a 2% increase. However, small organizations experienced a 6.4% decline.

This difference becomes even more apparent when looking at average gift size. Since 2022, larger organizations have averaged $2,000 per gift, compared to $461 for smaller organizations.

To help close that gap, smaller organizations can leverage a few targeted strategies this season:
- Prioritize and nurture relationships with existing donors. Use Giving Season to deepen relations with current donors rather than focusing mostly on acquiring new donors or securing major gifts.

- Make matching gifts part of your Giving Season strategy. Build awareness around and encourage employee match programs to improve donor contributions.

- Keep your charity profile up to date. Complete and regularly update your profiles on platforms like Charity Navigator. Donors routinely use these databases to vet organizations before making year-end contributions.

- Benchmark against your peers. Evaluate your peers and look for opportunities to strengthen your organization’s presence and performance. The new Star Rating Report in your nonprofit portal dashboard makes it easier for you to see how your organization compares with its peers.

- Keep your call to action simple. Give donors one clear next step and avoid asking them to navigate too many choices. A focused call to action can help reduce decision fatigue and make it easier for donors to act.

- Lead with one compelling story. Instead of overwhelming donors with statistics, focus on one person, community, or outcome that clearly demonstrates the impact of a donor's support.

We hope reflecting on these numbers has gotten you excited about what’s to come this Giving Season, and that these few tips will help you with your campaign strategy this season. Here’s to another year of making a difference.

P.S. If you haven’t checked it out yet, you can view the recordings from our Giving Summit with FreeWill and GivingTuesday here.