PPB November 2020

suffered financially from the pandemic, most (66 percent) say they do not plan to scale back their charitable giving next year. In fact, 25 percent say they plan to increase their giving. The economy will determine whether people can fulfill their giving goals, but history points to continued generosity. Even after 9/11 and the Great Recession, individuals continued to open their wallets and give their time to help others. The United States is the world’s most generous country—and has been for the past 10 years, according to the World Giving Index. Giving USA notes that in 2019, Americans donated nearly $450 billion to charity, with several sectors—education; public-society benefit; arts, culture and humanities; and environment/animals—seeing double-digit growth. With more than 1.54 million charitable organizations in the United States alone, there are abundant opportunities to give back and make a difference. Promotional products distributors can help charities large and small share their message and mission, cultivate donors and raise funds. From crowdfunding campaigns to programs targeting recurring donors, promotional items allow charities to get in front of their target audience and generate consistent donations. Read on for insight into charitable organizations today and how promotional products can help them become forces in philanthropy. Market Snapshot The charity sector has been dealt a double-whammy of challenges brought on by the pandemic: increased need and decreased resources. Even though donors indicate they plan to continue giving, more than half of charitable organizations in the United States expect to bring in less money this year than in 2019, and an equal percentage expect the same to occur in 2021, according to the Foundation for Philanthropy. Social-distancing recommendations or mandates mean many charitable organizations have missed out on or adapted critical in- person events such as gala fundraisers and food drives. Vulnerable populations still need essential services, but volunteers are often in short supply. With one in ve charitable organizations forced to lay- off staff, charities must learn how to do more with less. Donors recognize need both locally and globally, but many aren’t sure where to contribute. In fact, in the United States, 45 percent of the wealthiest donors say their greatest challenge is identifying causes they care about and choosing where to donate, according to Bank of America. Some donors (16 percent) have halted their giving because an organization did not suf ciently communicate its effectiveness. Promotional products can help in several ways, from reminding previous donors of how they can give to engaging new volunteers who are eager to serve their communities. More than anything, promotional items help charitable organizations stay top of mind, which makes all the difference when charities need an infusion of cash and helping hands. 67% of donors are women 32% are men 1% are non- binary 2% Gen Z’s (born 1998 or after) Who Gives To Charities? 26% are Millennials (born 1981-1997) 25% are Gen X’ers (born 1965-1980) 37% are Baby Boomers (born 1946-1964) 10% belong to the Silent Generation (before 1946) Source: 2020 Global Trends in Giving Report produced by Nonpro t Tech for Good | NOVEMBER 2020 | 55 GROW