How Nonprofits Can Inspire a New Era of Generosity

The Generosity Commission’s recent report offers a compelling exploration of evolving charitable giving and volunteering patterns in the United States. Alford Group Senior Marketing Associate Thandi Cai joins contributors Nathan Dietz and Benjamin Soskis to discuss the study’s significant findings, which reveal key nuances of the decline in everyday giving and shifts in the country and tips for how nonprofits can lean in.  

During our conversation, these experts shed light on the possible causes and how these factors are reshaping philanthropy and what they mean for nonprofits. Their insights provide a roadmap for nonprofit leaders seeking innovative ways to engage communities and foster a culture of generosity amid societal changes. 

Thandi Cai (TC): Welcome! Can you both please briefly introduce yourselves? 

Nathan Dietz (ND): I’m Nathan Dietz, Research Director at the Do Good Institute at the University of Maryland. The work I did for the Generosity Commission Report is very similar to the research we do at the Institute, which focuses on philanthropy, volunteering, and civic engagement on a national level. 

Benjamin Soskis (BS): I’m Ben Soskis, Senior Research Associate at the Urban Institute’s Center for Nonprofits and Philanthropy. I served as the editor of the Generosity Commission’s final report and wrote the section on trends in charitable giving and volunteering. My academic background is in the history of philanthropy and civil society. 

The report highlights a decline in everyday giving and volunteering, even though total donations are up. What do you both think is causing this shift? 

BS: There are multiple factors at play, and none of them provide a complete explanation on their own. One major factor is economic precarity—a general uncertainty about people’s financial situations, which makes them reconsider their charitable giving. Another key factor is the decline in religious affiliation. As fewer people are part of formal religious communities, there’s been a corresponding decline in giving. There’s also a decline in trust in institutions, which affects people’s willingness to give. And then there’s social disconnection—people feeling alienated or isolated, which can impact both volunteering and giving. Lastly, there are new forms of giving, like crowdfunding and mutual aid, that may be taking the place of traditional charitable giving. 

ND: I’d add that the decline in volunteering is also puzzling because it’s happening in places where community bonds have traditionally been strongest, like rural and suburban areas. Economic precarity plays a role, but it’s more about people’s perceptions of their financial stability than actual income declines. I’ve also noticed this trend among younger generations, especially college graduates, who are volunteering less, possibly due to the rising cost of higher education. The financial burden of student loans might be keeping them from giving or volunteering as they focus on paying off debt. 

How should nonprofit professionals use the findings from this report? 

BS: The report encourages a broader reflection on the trends, not just from a data perspective, but from a values perspective. Nonprofits should focus not only on large donations but also on cultivating a culture of giving at all levels. The idea is to recognize that while there’s been a decline in everyday giving, we’re also seeing new and creative ways for people to contribute, like through crowdfunding. The key is to see these as opportunities for innovation rather than as threats. 

ND: I completely agree. Nonprofits should pay more attention to smaller donors. Right now, there’s too much focus on the big donors, and that misses an opportunity to engage the broader public. The health of civil society depends on widespread participation, and encouraging smaller, more frequent donations can have a significant impact over time. 

As you mentioned, platforms like crowdfunding and mutual aid are growing in popularity. How should nonprofit leaders view these alternative forms of giving? 

BS: Instead of viewing these platforms as competition, nonprofits should see them as opportunities for collaboration. Crowdfunding and mutual aid tap into the same generous impulses as traditional giving, but in a more direct or personal way. Nonprofits could explore partnerships or find ways to incorporate these models into their strategies. The growth of these platforms shows that people still want to give, even if they aren’t doing it in traditional ways. There’s also a need to focus on communities that are often overlooked as potential donors, such as young people, people of color, and immigrant communities. 

ND: Nonprofits also need to focus on creating opportunities for group interaction. People are more likely to give or volunteer when they feel connected to others, so nonprofits should encourage group activities and meet people where they already gather. It’s about building community, not just asking for donations. 

What surprised you the most in the findings from this report? 

ND: I wasn’t really surprised because I have been doing research on this topic for years, but it reinforced how closely connected giving and volunteering are to other forms of civic engagement. People who give or volunteer are more likely to vote or participate in community activities. Nonprofits should take note that when they encourage these behaviors, they’re also helping to strengthen civil society more broadly. 

BS: I was struck by how persistent the sense of economic precarity and institutional distrust is. These are not new issues, but they continue to shape people’s behavior. Nonprofits can’t simply wait for trust to be restored—they need to find ways to engage people who may not trust traditional institutions. That might mean looking at other forms of community or spiritual connection that still exist, even as religious observance declines. There are opportunities for nonprofits to adapt to these changes rather than resist them. 

TC: It sounds like you’re saying nonprofits need to rethink some of their traditional approaches. 

BS: Exactly. Many of the practices nonprofits rely on were developed in a different social and economic context. We’re now in a landscape where those norms don’t apply as neatly. But that also opens up opportunities to rethink how we engage with communities and foster generosity. It’s a moment of both challenge and possibility. 

ND: For example, the rise of crowdfunding could be seen as a critique of traditional nonprofits, but it also shows that people still want to give, even if they don’t always trust institutions. If nonprofits can tap into that energy and work with these informal networks, they can expand their impact. The nonprofit sector doesn’t operate in isolation—it has to evolve with societal shifts. 

What do you hope this research will accomplish for the future of philanthropy? 

ND: I hope it encourages nonprofits to focus on building connections within their communities. It’s not just about raising money—it’s about fostering trust and strengthening civil society. Nonprofits need to cultivate broad participation, and that means engaging people at all levels of giving and volunteering. 

BS: My hope is that the research starts a conversation about the intrinsic value of giving and volunteering, beyond just the financial side. These activities are important civic acts, and we need to celebrate everyday generosity more. This report is meant to spark that conversation and encourage nonprofits to rethink how they engage their communities.