Three Takeaways From Giving USA’s 2026 Report—And What They Mean For Your Campaign
The Giving USA 2026 Annual Report on Philanthropy is out today, with key findings on the state of philanthropy last year.
First, the big news. Giving totaled $617.20 billion in 2025, marking the first time giving has surpassed $600 billion. Philanthropy was driven by individuals and foundations, but bequests also saw a significant increase.
There’s a lot of other data to parse and nuance to consider, and the Heller Fundraising Group is here to help you make sense of it all. Today, we’re focusing on three takeaways, what they mean for your campaign and fundraising efforts, and what you should do next.
Individual giving continues to lead
Last year, individual giving made up 64% of charitable giving, with bequests contributing an additional 10% (more on that later). Individual donors continue to make up a significant chunk of philanthropy, with the help of strong financial markets, disposable income and consumer spending. Even with some personal uncertainty about the economy, donors all over the country still feel called to support the organizations and missions they believe in.
However, we see an opportunity for growth—particularly among everyday donors.
The report shows a growing trend towards a concentration of giving. In its 2026 report, Giving USA defines a “mega gift” as $600 million or more, and these supersized gifts totaled $22 billion—contributing to the growth in individual giving. Meanwhile, nonprofits are struggling to retain micro, small and mid-sized donors, and their giving is on the decline.
Our advice? Individual giving is clearly where the money is, so invest in donor engagement across the giving spectrum. With a broader approach, you can build a robust donor base and foster critical long-term relationships. Campaigns especially offer an opportunity to identify and cultivate mid-level donors who might someday become major donors and vocal advocates.
Has the Great Wealth Transfer arrived? Maybe.
Fundraising professionals have long been looking for clues that the Great Wealth Transfer—a shift in wealth from Baby Boomers to the next generation—is under way. Bequests are a key indicator of this shift, but they’re highly variable from year to year. However, for three of the last four years, Giving USA has shown growth of 20% or more. And, when looking back at the last 10 years, growth in bequests outperformed overall giving by almost 10%.
It's possible we’re starting to see the start of the Great Wealth Transfer, but we need to keep watching the data to know for sure.
Regardless, though, you can prepare for this eventual shift by making multigenerational giving—within donor families and across your broader donor base—a tenet of your campaign strategy. And if you’re not already factoring legacy and planned giving into your campaign, this is your sign to do so.
Giving to religious organizations is on the decline
Religious organizations still lead in charitable giving, but their share has been on the decline and that pace has quickened in recent years. This shift from religious to secular giving has been happening for decades, and tracks with national trends in religious affiliation and participation more broadly.
If you represent a faith-based organization, fear not. Among our synagogue and other faith-based clients, we continue to see individuals making the largest gifts of their lifetime, driven by their values and community ties.
This trend simply means the old models of philanthropy don’t work anymore. You can’t rely on members giving because it’s expected of them. You have to make a strong case, rooted in a shared vision, that your organization is where donors should choose to invest their philanthropy. You need a more strategic approach to giving and a strong culture of philanthropy is vital.
We’re here to help
The philanthropic landscape is changing quickly. If you need a partner to help you understand the shifts and make the right next steps, we’re here for you. Set up a free strategy session to talk more about what these giving trends might mean for you—or any other challenges you might be worried about.