The report of the Generosity Commission has been publicly released as of September 17th and is the start of an important national conversation.
Launched in October 2021, the Generosity Commission brings leaders from across the charitable sector to explore American generosity in all forms, including giving, volunteering, and civic engagement. I was honored to chair the Working Group which helped establish this collaborative and to help commission new research on the future of philanthropy. In this and a subsequent blog, I’ll share insights from our recent 2024 report release, Generosity Matters: Encouraging Everyday Giving and Volunteering and about how the Commission came together.
The report explores our vibrant national giving landscape, uncovering challenges, opportunities and rapid change impacting generosity in all its forms.
The Generosity Commission’s recent findings illuminate how we can cultivate a more inclusive culture of giving and volunteering — one that reflects the diverse ways people contribute and connects us all in our shared pursuit of a better future.
While the report includes nine formal recommendations, I highlight four key areas here to demonstrate the significant impact and relevance of these findings for our mission as fundraisers and the broader philanthropic field.
- It’s time to look at giving in different ways and recognize the barriers.
One finding from the research is the need to broaden our understanding of generosity. Today’s giving landscape is incredibly diverse. To truly support and encourage everyday generosity, there must be a commitment to better tracking varied forms of charitable expression. This means improving how we collect and share data about giving, volunteering, and advocacy, making the data more accessible and easier to understand.
To this point, a broader definition of generosity is needed. Seventy-four percent of the Commission’s research respondents aspire to be generous, and 61% say they express their values through giving. However, time and financial constraints can hold them back, with 57% of respondents revealing financial constraints impact their giving.
This video from the Generosity Commission explains the value of this incredible research.
2. Giving is personal and not about tax incentives or celebrity role models.
A key finding is that giving is rooted in personal reasons, with only 6% saying that tax incentives motivate their giving. While the media focuses greatly on celebrity giving, only 9% of respondents say that celebrities are a source of giving advocacy that they trust. We must appeal to donors based on their personal values.
For those of us who have worked personally with donors as gift officers, this is no surprise. While we have plenty of new technology and giving innovations in the coming years, we must embrace strategies that build relationships and allow donors to engage personally. I encourage you to read the full report and further explore what respondents said about giving motivation.
3.The next generations of givers are greatly impacting changes in generosity.
A key aspect of this diversity is the next generation, whose fresh perspectives offer a unique chance to integrate the values of giving and volunteering into the heart of our culture. The Generosity Commission identified several giving personas, from Super Givers, who are the most capable of transformative gifts and motivated by their culture and values, to Next Generation Doers, who are motivated by social justice and want to see impact from their giving. Impact is a consistent theme in the donors we studied, and it is crucial for causes to lean into compelling, authentic and clear descriptions of the impacts of giving.
Amplifying these stories inspires a future where the power of generosity is deeply embedded in the way we live and interact is renewed and reimagined.
4. The future of generosity is bright if we can adapt to the changing needs of donors.
For those in leadership roles — funders, business leaders, or policy makers — it is essential to foster a culture of generosity that resonates with the next generation. Community foundations can become hubs for local involvement, and businesses can lead by example through facilitating workplace giving and volunteering that resonates with younger employees and government can’t encourage expansion of the charitable contribution tax deduction. By aligning our efforts with the values and aspirations of today’s youth, we can help build a future where generosity is a growing cornerstone of our collective experience.
I encourage you to read the full report. You can access the full report at thegenerositycommission.org.
We would be honored to discuss the Commission’s work and the Report with you and how JGA can help your next fundraising campaign resonate with and take advantage of the Report and its research.