Meet the Everyday Donor: 2026 Report
Discover what inspires everyday generosity and gain insights to help you build trust, demonstrate impact, and strengthen lasting donor relationships.
Our research investigated a few fundamental questions: Why do donors still give to charity? What influences their decisions to stop? What shaped their journey of generosity?
Summary
While major gifts dominate headlines and command fundraising attention, American philanthropy also depends on millions of everyday donors whose smaller contributions collectively sustain universities, hospitals, community organizations, and other causes.
In our newest study, we surveyed 1,000 everyday Americans to understand why they give, what shapes their decisions, and what strengthens or reduces their commitment.
Five themes emerged:
This report offers both a snapshot of today’s everyday donor and practical guidance for translating these insights into stronger fundraising programs.
More Resources
Confidence matters
Coming Soon
Storytelling is
foundational
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Philanthropy starts
at home
Coming Soon
Recurring giving is for everyone
Coming Soon
