In this season of giving, let’s remember that generosity is not just a trend, but a timeless force that binds us together in pursuit of a better world.
As the holidays approach, many of us reflect on traditions of donating to our favorite charity, purchasing gifts for families in need, or volunteering to support a cause we care about. The holiday season has long been marked by abundant generosity, but recent national studies suggest that the broader trends of charitable giving and generosity in the United States are on the decline.
While headlines and reports may paint a somber picture of philanthropy, it’s important to remember that these statistics represent only a fraction of the full picture. National data provides valuable insights, but it’s crucial for nonprofits to also consider the local context when assessing generosity within their own communities. For example, a recent report from the Generosity Commission highlighted a decline in formal volunteer rates across the U.S., yet a 2024 benchmarking report commissioned by The Columbus Foundation revealed that central Ohio residents are more generous with their time in serving their community than in most other peer regions. This contrast underscores the importance of looking beyond national averages to understand how generosity is unfolding within your own region.
As our team reflects on our work with dozens of nonprofits across the Midwest over the past year, we continue to witness the transformative power of philanthropy and generosity. And there’s two things that hold true time and time again across all our partnerships: the keys to harnessing the power of generosity are nurturing meaningful relationships with donors, and telling compelling, authentic stories.
While collecting data and tracking outcomes are vital to any nonprofit’s strategy, no statistic can replace the importance of building genuine connections with your supporters. Understanding why your donors choose to invest in your cause—not just how much or how often they give—allows you to craft personalized, impactful communications that resonate on a deeper level. Donors are more likely to continue supporting an organization when they feel seen, valued, and connected to your mission in a personal way.
Additionally, storytelling remains one of the most powerful tools in a nonprofit’s arsenal. Regularly updating your donors with success stories—not just once a year, but throughout the year—keeps them engaged and reinforces the tangible impact of their support. In addition to frequent storytelling, consider creating a one-page annual impact report—short, digestible, and focused on your key outcomes. It’s an invaluable tool that can serve you all year long, whether you’re cultivating existing relationships or engaging new supporters.
As we celebrate Giving Tuesday, let us take a moment to remember that generosity, though it may face challenges, is very much alive. True generosity isn’t measured by numbers alone, but by the relationships we nurture, the stories we tell, and the communities we empower through our collective efforts. Let’s carry the spirit of giving beyond today and into the new year, allowing it to guide us in every action we take and every connection we make.
