Amid the coronavirus, donations will improve on Giving Tuesday
Many charities have seen an increase in donations since the coronavirus crisis began. Now, on Giving Tuesday, pandemic-related nonprofits could get an unprecedented additional bump.
Charitable giving usually get a big boost for “Giving Tuesday,” a single day that specifically focuses on charity during the shopping week after Thanksgiving.
Last year, the #GivingTuesday effort raised nearly $ 2 billion in the US alone.
This year, “people are making an effort to take care of their communities,” said Woodrow Rosenbaum, chief data officer at GivingTuesday, the nonprofit dedicated to promoting the event.
“The more people worry about Covid, the more likely they are to be generous.”
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Even as the coronavirus outbreak caused unemployment to spike and got some discretionary spending under control, most Americans said they’ll give the same or more this year due to the pandemic, according to a new report from Fidelity Charitable.
More than half of donors whose donations have been impacted by the public health crisis said they wanted to help directly affected groups, especially small community-level organizations that focus on health care or food insecurity versus national nonprofits, according to Fidelity Charitable. The fund program advised by donors surveyed almost 500 donors in August.
It is still unclear how this will affect these larger nonprofits, said Una Osili, assistant dean of research and international programs at Indiana University-Purdue University Indianapolis’s Lilly Family School of Philanthropy.
“This has been a really challenging time for some of these charities that are not directly involved in the pandemic,” she said.
We depend on philanthropy, without which we couldn’t do what we do.
CEO of the Cancer Research Institute
“We depend on philanthropy. Without it, we couldn’t do what we do,” said Jill O’Donnell-Tormey, CEO of the Cancer Research Institute.
“By December 31st, it will be very illuminating,” added O’Donnell-Tormey. “Lots of people have lost their jobs, there is less disposable income and there is competition out there.”
Still, it is encouraging that there are so many more people overall, Osili said.
According to Will Shafroth, President and CEO of the National Park Foundation, donations are higher every year.
“Donors are really on the rise,” he said. “During this pandemic, people are showing their support for our national parks.”
“We hope for another strong Giving Tuesday,” added Shafroth. “This international philanthropy day is becoming increasingly important as our end-of-year fundraising season begins, a time that accounts for up to 30% of individual donations for the entire year.”
Volunteers at a food bank in Duarte, Calif., Load donation boxes on July 8th.
FREDERIC J. BROWN | AFP | Getty Images
Before the pandemic, the percentage of Americans who had given to charity had steadily declined.
“Households with lost wealth opportunities have stopped giving,” said Osili.
At the same time, wealthier donors are turning to donor-recommended funds that allow you to make a charitable contribution and receive an instant tax break on the entire donation. Then, over time, recommend grants from the fund to your preferred charities.
In fact, “giving strategies changed a lot this year with 30% more grants,” said Amy Pirozzolo, fundraising director for Fidelity Charitable. “It’s fantastic to see you dig deep into these accounts when nonprofits need them most.”
But Covid-19 has also marked “an incredible outpouring of generosity” that goes beyond monetary donations, Osili said.
“We see people outside of this framework give to help their neighbors, friends, health care workers and local businesses,” she said.
“It’s a lot harder to follow, but it’s encouraging that so many Americans have taken this opportunity to help others.”
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