Thirty-five percent of Americans say they expect to donate less money to charitable causes in the coming year, or none at all, according to a recent survey by Eagle Hill Consulting.
The findings do not apply across all demographic groups, the survey showed, as younger donors plan to increase their giving in 2021. The causes American donors support also vary by age.
Eagle Hill Consulting said nonprofit organizations face a complex new landscape that may force them to alter management strategies in order to navigate the future.
“As charitable organizations approach Giving Tuesday [Dec. 1] and plan for 2021 during a tough economic climate, it will be increasingly important for nonprofit teams to dig deep into the preferences and plans of their donor and volunteer base, Melissa Jezior, president and chief executive officer of woman-owned Eagle Hill Consulting, said in a statement.
Jezior said nonprofits may need to re-calibrate both whom they ask for support and how they do that so their approach is more personalized and responsive to the specific preferences and values of their stakeholders.
It will also be important for them to leverage data and technology in new ways, she said, but noted that this will be challenging as layoffs in the wake of the pandemic and economic crisis have depleted staffing.
Ipsos conducted the survey in October among 1,005 respondents across the U.S.
The survey found that 27% of younger Americans, ages 18 to 34, plan to give more money to charitable causes, and 33% plan to give at the same level. In contrast, only 9% of Americans 55 and older plan to increase their future giving.