In recent years, the landscape of generosity in America has undergone significant transformation. While the total funding for nonprofits continues to rise, data shows that fewer Americans are engaging in giving and volunteering. To address this pressing issue, The Generosity Commission recently released its capstone report, “Everyday Actions, Extraordinary Potential: The Power of Giving and Volunteering.” This analysis not only highlights the current state of generosity but also offers a set of actionable recommendations aimed at empowering nonprofits, foundations, companies and policy makers to help promote and protect generosity.
In my role as Blackbaud’s vice president of customer success and as a member of the board of directors of the Giving Institute, I have the unique privilege of witnessing firsthand the incredible impact nonprofits have on our communities. I’m excited to share some key insights from this report that I believe can help us all drive greater impact and ensure long-term sustainability in the sector.
Increasing the Depth and Breadth of Data on Giving and Volunteering
One of the clearest takeaways from the report is the need for better data. Too often, we overlook informal methods of giving—such as mutual aid networks, crowdfunding, or even peer-to-peer fundraising—because they aren’t being tracked in traditional ways. As a sector, we must commit to understanding the full spectrum of generosity
At Blackbaud, we’ve seen how leveraging advanced analytics can uncover critical insights into donor behavior. When we dig deeper into the data, we can personalize outreach, foster stronger connections, and ultimately engage more supporters. I encourage you to think expansively about your data—every donor interaction is an opportunity to learn more about what inspires people to give so that we can reach donors with the right messages at the right time.
Closing the Generosity Evidence-to-Practice Gap
I often hear from nonprofit leaders the importance not just of having research data available, but resources that help them apply it to their organizations. The Generosity Commission’s report highlights the importance of making research more accessible and actionable. By investing in training and resources, nonprofits can adopt data-driven strategies that enhance participation from givers and volunteers. This approach ensures that organizations are not just informed but equipped to implement best practices effectively.
At Blackbaud, we are dedicated to empowering our customers with educational content, webinars and tools that translate research into practice and data into insights. We’re committed to helping social impact organizations develop robust, evidence-based approaches to boost their fundraising efforts and volunteer programs, including through the Blackbaud Institute and Blackbaud University.
Encouraging Public Figures to Promote Generosity
Leaders across sectors have the power to shape norms and inspire action. By openly sharing their own experiences with giving and volunteering, they can amplify your organization’s message and reach broader audiences. Some tips from the Generosity Commission report include:
- Engaging celebrities, community leaders, and influencers in your campaigns to highlight the positive impacts of generosity and normalize the act of giving, making it more accessible and attractive to potential supporters.
- Utilizing social media platforms, community events, and other channels to feature these stories.
By lifting up influential voices, we can build a culture of generosity that attracts more supporters and fosters long-term engagement.
Empowering The Next Generation of Givers and Volunteers
I’m especially passionate about engaging young people in philanthropy. Their energy, creativity, and passion are unmatched. But to truly harness their potential, we need to empower them. This means not just asking them to give or volunteer but giving them a seat at the table. The Blackbaud Institute’s recent report about Gen Z’s approach to philanthropy showed that by involving them early, we’re not only securing future supporters but nurturing a lifelong commitment to generosity.
Nonprofits that invest in leadership opportunities for youth see a return on that investment for years to come. From mentorship programs to gamified volunteer experiences, there are countless ways to engage the next generation.
Leveraging All of Philanthropy’s Resources
Philanthropy offers more than just financial support. It’s about relationships, expertise and shared goals. Social impact organizations should engage with funders as partners in the mission to strengthen generosity. This means not only seeking financial support but also collaborating with funders to use their influence, networks, and knowledge to drive change.
At Blackbaud, we’ve seen the powerful impact of connecting nonprofits with the broader philanthropic community. Our solutions are designed to facilitate these connections, helping nonprofits engage with donors in meaningful ways. Together, we can develop strategies that not only meet immediate needs but also build long-term, sustainable impact.
Reinforcing the Leading Role of Businesses
For business leaders and corporations—it’s crucial to share how you are getting involved and giving back. Companies in particular are in a position to help incentivize more individuals to get involved in acts of generosity because businesses are natural conveners of everyday givers and volunteers through their broad employee bases.
Businesses can help educate their employees on the key issues facing their communities and the work nonprofit organizations and other networks of generosity are doing to make their communities stronger. As an added benefit, companies with corporate social responsibility (CSR) programs see increases in employee engagement and productivity, and a reduction in staff turnover by up to 50%. And the impact of CSR programs may be even greater for our youngest employees. Blackbaud Institute research found that 57% of Gen Zers say that it’s important to them that their workplace has a volunteering program.
When we commit to supporting the values of our staff through their giving and volunteering, we build a strong team of people invested for the long term—this is a strategy we are passionate about at Blackbaud and is at the core of our approach to corporate social responsibility. It is a smart business decision during a time when talent acquisition and retention is on every CEO’s mind. Business leaders can also lead by example and use their platform to speak publicly about their own giving and volunteering. Having such leaders demonstrate their engagement within their respective communities sends a message to employees that their engagement is encouraged and supported.
Fostering Inclusive Strategies to Engage Diverse Communities in Generosity
Another area that sits at the foundation of the Generosity Commission’s report is the importance of reflecting the full diversity of America to build a thriving culture of generosity. To truly drive impact, we must develop strategies that engage all communities.
It’s critical to create culturally relevant programs that speak to the unique experiences of different communities. This could mean translating materials, celebrating cultural milestones, or simply showing up in the spaces where these communities are already gathering.
The Blackbaud Institute has found that encouraging and capturing spontaneous giving is an excellent place to begin diversifying your donor base, because the majority of spontaneous givers are younger donors and donors of color. We’re approaching a significant shift in donor demographics with Generation X entering their 60s and Baby Boomers turning 80. We’ll soon witness this generational change play out in charitable giving, while at the same time the U.S. continues to grow increasingly racially diverse. By understanding the giving behaviors and expectations of younger generations and donors from varied backgrounds, you are ensuring the longevity of your fundraising efforts. Investing strategically in attracting spontaneous gifts and nurturing these new donor relationships can help to diversify your donor base and yield substantial long-term benefits.
At the end of the day, inclusion is about making every individual feel valued and heard—and ensuring that generosity is accessible to all.
The Future of Generosity
As we move forward, I encourage all of us to reflect on these insights and consider how we can apply them in our own organizations and communities. The future of generosity depends on our ability to adapt, innovate, and inspire. Together, I’m confident we can create a more generous and connected world.
To learn more, you can download the full Generosity Commission report here and see all nine of the Commission’s recommendations.
