Nonprofit Donations: Who, Where and When

Understanding the patterns of charitable giving can be a challenge. There are numerous factors that nonprofits have to take into account when planning for fundraising campaigns. Three of the central, driving questions that form the basis of nonprofit strategies include:


● Who gives the most and with the greatest frequency?

● Where can nonprofits find the most valuable sources for giving?

● When are the best times to make fundraising appeals?


The answers to these questions can form the basis of a fundraising action plan. First Nonprofit Group’s latest infographic highlights some of the broader national trends that serve as a benchmark for charitable organizations across the U.S.

Consider the following facts and figures:


Generational differences

While 72 percent of overall giving stems from individual donations, the two largest generations – baby boomers and millennials – follow their own distinct patterns. The former is the most active donor group, contributing 43 percent of all donations in the U.S., while the latter tends to spread the wealth, giving to an average of 3.3 organizations.

Giving communities

Despite the vastness of the U.S., one-sixth of all nonprofits are based out of California or New York. However, the most charitable locations per capita are Utah and Washington, D.C. There are also specific charitable categories that tend to garner more funding than others. These include international affairs and education.

Year-end drive

Although many nonprofits hold fundraisers throughout the year, roughly one-third of all donations happen during the holiday season: October, November and December. In fact, charitable organizations regularly receive one-fifth of all contributions during December alone.

Nonprofits often need help managing their finances to ensure they make the most of the revenue they earn through charitable contributions.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers.