Nonprofit Nation with Julia Campbell Giving Is Back: Insights from the 2025 Giving USA Report with Wendy McGrady
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Oct 1, 2025 Wendy McGrady, President and COO of The Curtis Group and Chair of the Giving USA Foundation, shares insights from the 2025 Giving USA Report. She discusses the 6.3% rise in charitable giving and the economic factors behind it, including improved donor confidence. Wendy also explores changing donor behavior post-pandemic, the decline in household giving, and the importance of personalized stewardship for nonprofits. She emphasizes the need for effective messaging to foster deeper donor engagement amidst uncertain times.
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Generosity Extends Beyond Cash
- People show generosity in many forms beyond financial gifts, like volunteering and crowdfunding.
- Different generations favor different giving modes, so engagement strategies must vary by cohort.
Everyday Family Generosity Examples
- Julia describes family volunteering examples: her husband in Cub Scouts and her mother with Meals on Wheels.
- These personal examples illustrate everyday generosity across life stages.
Dollars Up, Donors Down Trend
- The sector faces a “dollars up, donors down” trend: total giving grows while fewer households give.
- Small, recurring donors have declined due to economic pressures like inflation and pandemic effects.