Chapter 2
Individual Giving

Individual Giving

Individual giving, which includes cash and non-cash contributions, remained the largest share of total charitable donations in 2024, rising 8.2% and accounting for two-thirds (66%) of total contributions. Over the past five years, individual giving has grown at an average annual rate of 5.4%, albeit with notable fluctuations, including a spike in 2020 and 2021.

^{Data from}^{Giving USA 2025: The Annual Report on Philanthropy for the Year 2024}

Giving by Source

Although it is still the largest source of contributions, individual giving has declined as a share of total giving, falling from an average of 80% during the 1985 to 1989 period to 67% in the period from 2020 to 2024, highlighting broader shifts in how donors structure their philanthropy.

^{Data from}^{Giving USA 2024: The Annual Report on Philanthropy for the Year 2023}
^{Forbes. “3 Ways to Hop On The DAF ‘Bullet Train’ In 2025.”}

Donor-Advised Funds (DAF)

Between 2011 and 2023, assets held by DAFs in the U.S. went from $38 billion to $251 billion, a 560% increase. Although it is still the largest source of contributions, individual giving has declined as a share of total giving, falling from an average of 80% during the 1985 to 1989 period to 67% in the period from 2020 to 2024.

What’s your biggest challenge in leveraging donor-advised funds (DAFs) for your organization?

Engaging DAF donors directly
Understanding timing and giving patterns (e.g., donation bunching)
Identifying DAF grant opportunities
Integrating DAFs into overall fundraising strategy

^{Data from}^{Giving USA 2024: The Annual Report on Philanthropy for the Year 2023}

In This Chapter
You'll Discover

Trends and statistics for donor-advised funds (DAFs)
Online revenue trends
Individual giving through a generational lens

Unlock Individual Donor Insights