New research shows Americans are still in generous mood | Opinion
, reveals more than 84% of donors expect their charitable giving to stay the same or increase this year.
This year, there is widespread pessimism about the economy, with those over the age of 45 being the most downbeat. Only 1% of those surveyed say they expect the U.S. economy to grow “a lot” this year. But that doesn’t appear to be dampening people’s enthusiasm to support their favorite charities. Our study shows the majority of donors appear to be shrugging off the impact of the rising cost of living as far as their giving is concerned. Small donors are likely to keep up their current giving level. And big donors are likely to give slightly more than they did last year.While Americans remain positive about supporting overseas aid in places like Ukraine and other international relief and development efforts, “local” is the main focus right now.
Donor perception of need is the No. 1 force driving donations. It’s vital to clearly communicate urgency and show donors how they can be the heroes.
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