Weekly insights on donor behavior, industry trends, and what’s shaping generosity
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GivingTuesday Donors Prove Most Valuable for Long-Term Retention

If you’re still debating whether GivingTuesday is worth the effort, here’s your answer: donors acquired on GivingTuesday 2024 had a 65% retention rate in 2025, compared to 52% average donor retention, according to a joint report from Blackbaud Institute and GivingTuesday Data Commons.

The numbers tell a compelling story. In 2024, 36.1 million people donated $3.6 billion on GivingTuesday—a 16% increase over 2023. This year, with GivingTuesday falling on December 2, predictions range from $4.01 billion to $4.2 billion, according to Whole Whale’s forecast model. But the real value isn’t the single-day haul—it’s what happens next.

Between 20-30% of GivingTuesday donors convert to monthly giving when offered that option during or immediately after their gift. Think about that: donors acquired on this one day are not only more likely to give again, they’re also prime candidates for recurring revenue. The data shows these donors are motivated by community and movement, they want to be part of something bigger than themselves.

What This Means for You:

With just 8 days until December 2, your final prep should focus on two things: capture and conversion. First, make sure your donation flow is mobile-optimized (60%+ of GivingTuesday gifts come via mobile) and loads fast. Second, build monthly giving into your ask string—not as an afterthought, but as a featured option. Use language like “Join 347 monthly donors who provide reliable support all year” to create social proof. And don’t neglect the 90-day stewardship window, that first quarter is when you’ll either retain these donors or lose them forever.

💡 Pure Charity can support your GivingTuesday Fundraising Needs and help with donor retention to maximize the value of your fundraising activities.

Transparency Crisis: 24% of Donors Stop Giving Due to Lack of Impact Clarity

Here’s a stat that should make every nonprofit leader uncomfortable: 24% of donors stopped giving to an organization because they didn’t know how their money was being used, according to Bloomerang’s February 2025 “Mission Retainable” report, which surveyed 1,000 donors and 380 fundraising professionals.

The transparency problem runs deeper than you think. While 65% of donors want regular updates on the impact of their gifts, only 36% of nonprofits provide them. We’re not talking about annual reports here, donors want to know what happened with their specific gift. They want proof their $100 actually did something.

But here’s what should really worry you: when fundraisers were asked why donors stop giving, they overwhelmingly cited external factors—donor fatigue, economic concerns, competing priorities. Only 30% of fundraisers said donor fatigue was the primary reason for attrition. Meanwhile, 82% pointed to internal constraints, limited staff, lack of time, inadequate systems. In other words, we’re blaming donors for churn when the real problem is operational.

What This Means for You:

The stewardship gap is solvable, but it requires infrastructure. Start with a 30-60-90 day stewardship calendar: automated thank-you email within 24 hours with specific impact language, a personal touch (call or card) within 30 days, and a substantive impact update at 90 days. Build impact reporting directly into your donation confirmation page—even a simple “Your $50 provides X” statement works. And stop treating stewardship as a nice-to-have. According to the Bloomerang data, the organizations that retained donors best had systems for consistent communication, not just good intentions.

💡 Pure Charity can help with the management of recurring donations to help increase donor retention.

Federal Funding Cuts Create “Double Crunch” for Nonprofits

The pressure on nonprofits is intensifying. One-third of U.S. nonprofits lost government funding in early 2025, according to a Chronicle of Philanthropy survey, while simultaneously facing record demand for services and operating costs that have risen 13-15% over the past year.

But here’s the surprising finding: 72% of nonprofits met or exceeded their fundraising targets in 2025, according to Blackbaud’s “Status of Fundraising” report. What separated the organizations hitting goals from those that missed? Digital maturity. Nonprofits with the highest “digital maturity scores”—meaning they had invested in online fundraising tools, CRM systems, and integrated tech stacks—were most likely to report revenue growth despite external pressures.

The double crunch isn’t just about money—it’s about compliance complexity. Public Service Loan Forgiveness (PSLF) program rules remain uncertain, affecting nonprofits’ ability to recruit talent with student debt. And the Corporate Transparency Act’s beneficial ownership reporting requirements now apply to most nonprofits, adding administrative burden at exactly the wrong time.

What This Means for You:

If you’ve been delaying tech investments, this is your wake-up call. The organizations surviving the federal funding cuts aren’t just working harder—they’re working smarter, with systems that let small teams accomplish more. Audit your tech stack: Can a donor give in 60 seconds or less from their phone? Do gifts sync automatically to your CRM? Can you segment and email donors without manual data entry? If the answer is no, reallocate 2026 budget toward infrastructure. Also, don’t panic-message about federal cuts in year-end appeals. Donors respond to opportunity and impact, not organizational distress. Instead, frame it as “Your support has never been more critical” and focus on the work, not the deficit.

💡 Schedule a free consultation with Pure Charity to evaluate and discuss current tech solutions

One Week Until GivingTuesday – Final Prep Window Closing

What Changed:

We’ve entered the final countdown—just 8 days until GivingTuesday 2025 on December 2. This is your last full week to optimize campaigns, test technology, and finalize partnerships. After the holiday weekend, you’ll only have Monday, December 1, to troubleshoot any issues before go-time.

Why It Matters:

GivingTuesday preparation is like event planning—there’s a point where scrambling stops working and execution begins. This week is your transition point. The average nonprofit raises 5-10% of annual revenue on this single day, and those who treat it like a mini-campaign (not just a social media post) see the best results. Your donors’ inboxes will be flooded on December 2—cutting through requires preparation, not just inspiration.

Your 8-Day Action Plan:

• Wednesday, Nov 26 – Finalize any matching gift commitments and confirm they’re prominently featured in your materials. Matching gifts create urgency and increase average gift size by 84%.
• Thursday, Nov 27 (Thanksgiving) – Schedule social media posts for Friday-Monday. Post once daily leading up to Tuesday with countdown language and impact stories.
• Friday, Nov 28 – Test your mobile donation flow on multiple devices. 60% of GivingTuesday gifts are made on smartphones. Load speed matters—every second of delay costs you conversions.
• Monday, Dec 1 – Send your “final reminder” email in the evening (6-8pm local time) with subject line focused on urgency: “Tomorrow is GivingTuesday—will you join 347 donors?” Include your specific fundraising goal and current progress.

The Bottom Line:

After Monday night, it’s too late to fix technical glitches or change strategy. Use this week to test everything twice, brief your board on sharing protocols, and get your match donor commitments confirmed in writing.

💡 Pure Charity fundraisers are built for GivingTuesday: mobile-first, real-time tracking, 5-minute setup.

Zuckerberg and Chan Shift $45 Billion Focus to Science Research and AI

What Changed: Mark Zuckerberg and Priscilla Chan announced a major strategic shift in their philanthropic focus, directing the bulk of their resources to the Chan Zuckerberg Initiative’s Biohub for science research using AI to accelerate scientific discovery. This represents a pivot away from previous priorities including education reform, immigration, and diversity initiatives.

Why It Matters: When one of America’s largest philanthropic couples (worth over $45 billion in committed giving) shifts focus, it creates both funding gaps and opportunities. Organizations in education, immigration, and DEI work that previously received CZI funding will need to diversify their donor base. Meanwhile, science and biotech nonprofits may find new opportunities emerging. This reflects a broader trend of major donors consolidating their giving around fewer, more focused priorities.

Action Items:

• If your organization received CZI funding in education, immigration, or social justice: begin diversifying your donor base immediately; don’t wait for grant renewals to be declined
• Science and healthcare organizations: research CZI’s new priorities to see if your work aligns with their AI-driven biomedical research focus
• All nonprofits: recognize this as part of the “fewer donors, bigger gifts” trend—major philanthropists are becoming more selective, making midlevel donor programs ($1,000-$10,000) even more critical for stability

Sources:

• Chronicle of Philanthropy: Zuckerberg, Chan Shift Bulk of Philanthropy to Science (November 6, 2025)

Bottom Line:

8 days until GivingTuesday (December 2nd): Finalize campaigns NOW—matching gifts, mobile optimization, and social media calendar must be ready by Friday. GivingTuesday donors have 65% retention vs. 52% average.

Donors aren’t leaving because they’re tired of giving:  they’re leaving because we’re not showing them impact. One in four donors stops giving due to a lack of transparency, yet 82% of fundraisers blame staff constraints rather than fixing the system. The solution isn’t more resources; it’s better infrastructure. Build a 30-60-90 day stewardship calendar with automated impact updates, and make “Your $50 provides X” standard on every donation confirmation. Organizations that retain donors don’t have bigger teams—they have systems that communicate consistently.

Federal funding cuts hitting one-third of nonprofits while compliance pressures increase (PSLF uncertainty, BOI reporting). Private philanthropy must fill the gap—use this urgency in year-end appeals.

Major philanthropists consolidating focus (Zuckerberg/Chan shift to science; Arabella Advisors closes). Diversify your donor base and strengthen midlevel programs ($1,000-$10,000).

Technology and digital maturity matter more than budget size for fundraising success. Organizations with integrated tech saw revenue growth despite challenging conditions.

Who Really Gives the Most in America?

From small-town Michigan to Walmart’s hometown, we visit the most charitable places in America. Former Blackstone vice chair Tony James, Arkansas philanthropist Aaron Marshall and scholar Kevin Fitzpatrick share what they’ve learned about the “return on investment” from sharing time, money and kindness.

The story travels from Belding to Bentonville, Arkansas, where residents donate an average of 15% of their income to charity—several times the national average. There, philanthropist Aaron Marshall, who built housing for hundreds of homeless residents through his nonprofit New Beginnings NWA (which uses Pure Charity’s platform), describes the cultural impact of seeing business success and charitable giving go hand-in-hand. When corporate giants like Walmart, Tyson, and JB Hunt modeled generosity, it inspired hundreds of smaller business owners to do the same

Why this matters for your year-end fundraising: Your donors aren’t just writing checks—they’re looking for fulfillment, community, and the chance to be part of something bigger than themselves. The most effective year-end appeals don’t just ask for money; they invite donors into a culture of generosity where their participation changes both the recipients and themselves. As you finalize your December campaigns, remember: generosity is contagious. When people see others giving—especially leaders in their community—they lean in. Show your donors the impact, share the stories, and create the atmosphere where giving feels less like an obligation and more like belonging.

(Source: Bloomberg Television)

The State of Good Report is published by Pure Charity to help nonprofit leaders understand donor behavior, sector trends, and giving patterns. We’re here to help you raise more, retain better, and build sustainable funding.

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