Nonprofit Hub Radio Universal Charitable Deduction: What Nonprofits Need to Know Now
Mar 6, 2026
Joshua Crowther, Vice President at Dunham+Company and nonprofit fundraising strategist, outlines recent tax law tweaks and donor research. He explains the SALT increase and a new universal charitable deduction. He highlights low donor awareness, generational impacts on itemizing, and practical messaging tactics nonprofits can use to boost giving.
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Tax Changes Restore Charitable Incentives
- The tax system is designed to incentivize charitable giving by letting donors reduce taxable income through deductions.
- Changes in SALT and the new universal charitable deduction restore tax incentives lost after the 2017 standard deduction expansion, unlocking potential giving.
Awareness Is The Biggest Barrier
- Only 25% of existing donors knew about the new tax changes, so awareness is the primary barrier to uptake.
- After learning about the universal charitable deduction many donors signaled willingness to give more, showing awareness alone can increase contributions.
Use Tax Message To Convert Non-Donors
- Target non-donors with the tax accessibility message because one-third said they'd give after learning about the universal deduction.
- Prioritize outreach that highlights tax benefit as an accessibility lever to convert sideline prospects.
