State of Good for April 27, 2026
Weekly insights on donor behavior, industry trends, and what’s shaping generosity
⏱️ 9 minutes | Once a week
This Week's State of Good
The fundraising landscape is splitting into two distinct realities. While overall giving remains strong, a striking concentration is emerging: 80% of charitable dollars now come from major donors, according to new fourth-quarter data. At the same time, nonprofits that crack the code on retention are seeing median gifts jump 20% year-over-year. The message is clear: fewer donors are giving more, and the organizations that keep them are winning big.
The Great Donor Concentration
Fourth-quarter 2025 data reveals what many fundraisers have suspected: we’re witnessing an unprecedented concentration of giving. Major donors now fuel 80% of all charitable contributions, even as the overall donor base continues to shrink. This isn’t a crisis, giving remains robust, but it is a fundamental shift in how money flows through the nonprofit sector.
The concentration shows up in multiple ways. Donor-advised funds saw particularly strong activity in Q4, suggesting that wealthy donors are increasingly using sophisticated giving vehicles. Direct major gifts also surged, indicating that high-net-worth individuals aren’t just parking money, they’re actively deploying it. Chronicle of Philanthropy
What This Means for You:
- Audit your donor pyramid: What percentage of your revenue comes from your top 20 donors? If it’s above 50%, you need a major donor strategy yesterday
- Build infrastructure for major gift cultivation now, don’t wait until you “need” it
- Create giving vehicles that appeal to sophisticated donors: funds, naming opportunities, multi-year pledges
- Balance your portfolio: Yes, chase major gifts, but don’t abandon broad-based fundraising entirely
Retention Pays Off, Literally
While donor acquisition gets harder, retention is proving its worth. Organizations tracking retained donors are seeing median gift amounts increase 20%, with these loyal supporters giving both more frequently and more generously. This isn’t just about annual fund donors, it’s a pattern across all giving levels.
The monthly giving numbers tell an even stronger story. After 12 months, 71% of monthly donors remain active, compared to industry-wide annual retention rates that hover around 45%. These aren’t just statistics, they represent predictable, growing revenue streams that compound over time. NonProfit PRO
What This Means for You:
- Calculate your true donor lifetime value – retained donors are worth far more than their first gift
- Invest in donor experience: every touchpoint between gift one and gift two matters
- Launch or expand monthly giving programs – the 71% retention rate speaks for itself
- Track giving frequency, not just amounts – donors who give more often tend to give more overall
Digital Transformation Accelerates
The latest M+R Benchmarks for 2026 show online giving continuing its upward trajectory, with monthly giving programs emerging as the standout performers. The 71% retention rate for monthly donors after one year demonstrates that digital isn’t just about acquisition. it’s becoming the backbone of sustainable fundraising programs.
These benchmarks matter because they give you concrete targets. Organizations can now measure their online performance against sector-wide data, identifying where they’re excelling and where they need to catch up. NonProfit PRO
What This Means for You:
- Compare your online metrics to M+R benchmarks, where do you stand?
- If you’re below the 71% monthly retention benchmark, audit your stewardship immediately
- Don’t just track online revenue, track online donor behavior patterns
The AI Gap Widens
While nonprofits focus on traditional challenges, a technology gap is quietly opening. Omidyar Network’s outgoing CEO warns that philanthropy is “underestimating AI” at a critical moment when the technology’s future is being shaped. This isn’t about using AI tools, it’s about the sector’s absence from conversations that will determine how AI develops and who benefits.
The timing matters. AI governance and policy are being decided now, yet philanthropic voices remain largely absent from these discussions. As AI increasingly shapes everything from donor engagement to program delivery, nonprofits risk being technology takers rather than technology shapers. Inside Philanthropy
What This Means for You:
- Start experimenting with AI tools now, the learning curve is real
- Join or create peer groups focused on nonprofit AI applications
- Advocate for ethical AI development that considers nonprofit needs
- Build AI literacy into your team’s professional development plans
Why Donors Give?
Why do Christian women lead household giving decisions?
New research reveals that Christian women don’t just influence charitable giving, they lead it, creating collaborative approaches that balance faith values with family priorities. This demographic demonstrates a unique giving pattern: they’re architects of household philanthropy, not just participants.
The psychology runs deeper than traditional gender roles. These donors approach giving as a spiritual discipline integrated with family values. They create giving plans that involve spouses and children, turning philanthropy into a teaching tool. Their collaborative approach means longer decision timelines but stronger commitment once decisions are made.
Faith-based values provide the framework, but the execution is surprisingly strategic. These donors research extensively, prefer organizations with clear missions aligned to their beliefs, and often give to multiple causes that reflect different family members’ passions. They’re not just writing checks; they’re building family legacies.
Try This:
- Create family-friendly giving opportunities that welcome multi-generational involvement
- Develop materials that help donors discuss giving with children and teens
- Highlight your mission’s alignment with faith-based values where authentic
- Offer collaborative giving tools: family funds, group giving circles, dedication opportunities
💡 Pure Charity’s Fundraisers features can be used to meet specific giving tool needs for family funds and giving circles.
Bottom Line
This week’s takeaway: The fundraising landscape is bifurcating. Major donors provide most dollars while the donor base shrinks, but organizations that master retention are thriving. Success requires playing both games: sophisticated major donor strategies AND innovative retention programs.
Three actions for this week:
- Analyze your donor concentration. Pull a report showing what percentage of revenue comes from your top 10, 50, and 100 donors. If more than 60% comes from your top 50, you need both a major donor strategy and a diversification plan.
- Launch a monthly giving push. With 71% retention rates and 20% higher median gifts from retained donors, monthly giving is your most reliable growth strategy. Set a goal: 10% of active donors on monthly giving within 12 months.
- Start an AI working group. Whether it’s three staff members or a board committee, create a space to explore AI tools and implications. The sector is moving fast, don’t get left behind.
💡 Pure Charity can support your 2026 Fundraising Strategies.
Good In Action
When disaster strikes, generosity follows, but so do scammers. As Hawaii residents mobilize resources for Kona Low disaster relief, the state’s Attorney General issued guidance that captures the delicate balance of disaster fundraising: verify first, give second.
The response showcases organized philanthropy at its best. Local nonprofits activated pre-established protocols, community foundations opened rapid response funds, and donors stepped up with both money and materials. But the AG’s warning reminds us that disaster generosity requires infrastructure: verification systems, due diligence processes, and clear communication channels.
What makes this response model remarkable isn’t just the speed, it’s the sophistication. Hawaii’s nonprofit sector has learned from previous disasters, building systems that channel generosity effectively while protecting donor intent. They’re not just collecting donations; they’re stewarding trust.
The Lesson: Disaster fundraising isn’t just about urgency, it’s about infrastructure. The organizations that build verification and communication systems before disaster strikes are the ones that can mobilize generosity effectively when it matters most. Hawaii Attorney General
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