The Blubber

A new survey released Tuesday by The Associated Press-NORC Center for Public Affairs Research shows that around 75% of American adults said someone in their household donated money to a charitable organization in the past year. However, about one in four said their household gave nothing. Among those who did give, most reported contributing $500 or less—far below what’s considered a “major gift” by nonprofit standards.

The fact that so many Americans gave even modest amounts could be seen as an encouraging sign for a nonprofit sector facing challenges from reduced government funding and lukewarm responses from large donors. The past year brought financial strain from inflation, as well as increased competition for attention and dollars during a highly charged election season.

Still, the survey found that adults under 45 were more likely than older Americans to say they hadn’t donated at all, regardless of income level—suggesting that younger generations may be less inclined to contribute financially to charity.

When it comes to where donations went, religious institutions and organizations that provide basic needs like food and shelter were the top choices for donors.

Roughly 40% of adults said they gave to groups supporting Americans in need of essentials like housing and food, and a similar share gave to religious groups such as churches, synagogues, or mosques.

Some respondents said they preferred giving to their local faith communities because they trust those institutions to make good use of the money. Daniel Valdes, a Florida resident, said he contributed between $101 and $500 last year, including tithes at his local Catholic church.

“I feel like I know exactly where my money goes,” said Valdes, 50. “It’s not going to some big company—it stays in the community.”

About 30% of respondents said they had given to disaster relief organizations, and roughly a quarter donated to animal welfare groups. Bethany Berry, 37, said giving became more meaningful for her after losing pets in California’s 2018 Camp Fire, which destroyed most of the town of Paradise.

Berry estimated donating between $51 and $100 last year, some of it to animal rescue organizations and some to mutual aid groups on Facebook, where people can ask for anything they need.

“When you’ve been through a disaster, you know how quickly it can happen to anyone,” she said. “You don’t want others to go through the same thing.”

Generational differences were also evident. Adults under 45 were more likely than older adults to report giving nothing—around 30%, compared to 20% of those 45 and older. That trend also held for non-monetary giving: roughly 80% of people 60 and up said they donated items like food or clothes, compared with just 60% of those under 30.

If these patterns continue as younger generations age and inherit wealth from Baby Boomers, it could spell challenges ahead for nonprofits seeking to engage new donors.

Finances likely played a role—lower-income respondents were more likely to say they didn’t donate. However, older adults generally report higher household incomes and also appear more likely to see charitable giving as a personal responsibility.

Younger adults were more likely to say people like them bear little or no obligation to help those in need, and even in higher-income brackets, they were more likely than older adults to say they gave no money.

Regina Evans, a 68-year-old retiree in Georgia, said life experience taught her the value of generosity. She was among the 10% of respondents who gave over $5,000 last year, though she noted that storm damage to her home limited her ability to give as much as she wanted.

Evans donates to her church, Augusta’s Tabernacle Baptist, as well as to a local homeless shelter. She and her husband increased their support to Golden Harvest Food Bank when inflation squeezed its budget. She also participates in a network that collects gently used coats and professional clothing for women and children in need.

“What you give really does come back to you,” she said.