The stock market is up. Unemployment is low. Inflation has cooled.
So why are so many donors sitting on their wallets?
If you’re leading a ministry or nonprofit right now, you’ve probably noticed something strange. Your donors say they’re doing better financially—43% report feeling less stressed about their own money than they were a year ago. But when it comes to giving? They’re pulling back. They’re cautious. 68% believe the economy is stagnant or getting worse, not better.
It doesn’t make sense. Until you realize what’s really going on.
There’s a gap between how donors feel about their personal finances (improving) and how they feel about the broader economy (pessimistic). And that gap? It’s driving giving decisions in ways organizations aren’t preparing for.
What the Data Reveals (and Why It Matters)
Our research uncovered patterns that could reshape how you think about everything from channel strategy to donor segmentation:
The generational surprise. Everyone assumes Gen Z doesn’t respond to traditional channels. The data tells a completely different story and it has implications for how you allocate your marketing budget.
The tax policy opportunity. Congress made the Universal Charitable Deduction permanent. It’s a game-changer for non-itemizers. But here’s the problem: 75% of donors don’t even know it exists. The organizations that help their donors understand this could see a significant lift in giving—especially from segments that have been declining.
The faith factor. Religiously engaged donors are behaving fundamentally differently than the general donor population. They’re experiencing more financial stress but planning to give more. Understanding this paradox is critical for faith-based organizations heading into 2026.
The non-donor opportunity. It’s likely you have people in your database who have never given. The research reveals exactly why and what simple shifts in communication can activate them.