We’re predicting giving to be strong in 2022 because the stock market is expected to keep growing. In December, JP Morgan, Wells Fargo, and Goldman Sachs all predicted the S&P would reach above 5,000 at the end of 2022 (the S&P was at 4,686 on December 7, 2021) (Klebnikov, 2021). Because philanthropic giving is highly correlated to the strength of the stock market as seen in this graph from Giving USA, we anticipate a robust year of giving ahead.

Another positive indicator is last month’s GivingTuesday 2021, which raised $2.7 billion—a six percent increase over 2020. The number of donors also rose—up six percent over last year’s already high numbers (Hanyes & Stiffman, 2021).

Motivating donors to fund an endowment is often a challenge, or at least it used to be. In the many campaign studies we have conducted over the last two years, we’ve seen a noticeable shift.

The pandemic instilled in donors a sense of responsibility and sustainability. Endowments that were once an afterthought are now at the top of donors’ priority lists. Donors recognize the fragility of the organizations and institutions they support; they want to ensure their favorite causes can weather the next pandemic or catastrophe.

  • Demand for Campaigns Will Continue to be Strong
  • Shorter Strategic Plans
  • Congress Won’t Act
  • Fewer Donors, Larger Gifts
  • Increased Corporate Engagement, Not Necessarily Philanthropy
  • A Heightened Focus on Performance Ratios
  • DAFs Will Continue their Meteoric Rise

Read the full article about trends in philanthropy by Jessica Browning at Giving USA.