PPB November 2020

Philanthropy Giants According to the 21st annual Forbes Top Charities List, these are the largest U.S. charities based on private donations received in 2019: Rank Charity Private donation amount 1 United Way $3.3 billion 2 Feeding America $2.8 billion 3 The Task Force for Global Health $2.6 billion 4 The Salvation Army $2 billion 5 St. Jude Children’s Research Hospital $1.7 billion 6 American Red Cross $1.5 billion 7 Direct Relief $1.4 billion 8 Habitat for Humanity $1.4 billion 9 The YMCA $1.1 billion 10 Americares $1 billion Rally The Volunteers Throughout the United States, approximately 77 million people donate their time, talents and energy to support their favorite causes. Here’s how they typically volunteer: A Generous Gender Want to help a charitable client reach new prospective donors? Target your promotions toward women. They still don’t earn as much as men, but research shows they donate more time and money to charity. In reviewing nearly four million gift transactions across four digital platforms, researchers discovered that women are responsible for almost two-thirds of charitable gifts. Women usually give to smaller charities while men choose larger organizations. Women are also more likely to support women’s and girls’ charities—between 60 and 70 percent of all money for these causes come from female donors. Source: Women Give 2020 Report Maximize Impact With Matching Dollars Double the Donation reports that more than half (65 percent) of Fortune 500 companies offer matching gift programs, a type of philanthropy in which companies nancially match their employees’ charitable contributions. Over 18 million people in the U.S. work for companies with matching gift programs—but many of them aren’t aware. One in three say they would give a larger gift if their company matched it. Promotional products can highlight these programs and help inspire giving. 36% Fundraising or selling items to raise money 34.2% Collecting or distributing food 26.5% Collecting, making or distributing clothing, crafts or other goods 26.2% Mentoring youth Source: National Philanthropic Trust Giving Goes Online As donors are increasingly using their smartphones and going online to give, promotional items can remind them how simple it is to log on and give back. See these recent stats for online giving: • The average online donation was $148 in 2019 • Online donations comprised 8.7 percent of total fundraising in 2019 • Among online donations in 2019, 26 percent were made using a mobile device Source: 2019 Charitable Giving Report Altruism In Action In addition to donating to charity, people are also stepping up to help others in various ways during the pandemic. • 30 percent of people still pay for services they’re not receiving, like house cleaning, babysitting or gym memberships • 37 percent tip more than usual • 13 percent have sent money to a relative who lost a job • 7 percent have bought gift cards to help support local businesses Source: LendingTree Raise More Money With Recurring Giving Charitable organizations can bring in more funds and simplify giving by promoting recurring giving options. More than half (57 percent) of donors in the United States and Canada are enrolled in a recurring giving program, up from 46 percent in 2018. Most (94 percent) prefer to give monthly, while three percent like to give weekly, two percent annually and one percent quarterly. Here’s a breakdown of how much donors give: $100 or less $101-$999 $1,000-$4,999 $5,000-$9,999 $10,000 or more 9% Source: 2020 Global Trends in Giving Report produced by Nonpro t Tech for Good 38% 35% 11% 7% | NOVEMBER 2020 | 59 GROW