Glossary
Reports & Insights

Giving Trends

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

Giving trends are patterns in charitable donations that reveal how and why donors give, helping nonprofits refine fundraising strategies.
Giving trends refer to patterns and changes in charitable donations over time, including how, when, and why donors contribute to nonprofit organizations. These trends encompass factors such as the total volume of donations, donor demographics, preferred giving channels, and the influence of economic, social, or technological developments on philanthropic behavior. Analyzing giving trends helps nonprofits understand shifts in donor engagement, adapt fundraising strategies, and anticipate future opportunities or challenges. By regularly monitoring giving trends, organizations can make data-driven decisions to better connect with supporters and maximize their impact.

Key Takeaways

  • Giving trends show patterns in donor behavior and contributions.
  • Tracking trends helps nonprofits improve fundraising strategies.
  • Insights from trends can highlight new opportunities and challenges.
  • Technology platforms like Keela make trend analysis accessible.

Why It Matters

Understanding giving trends enables nonprofits to optimize fundraising and adapt to changes in donor behavior.

Real World Example

A local animal shelter noticed through their donation data that online giving increased significantly during the holiday season, while in-person event donations declined. By analyzing these giving trends, the shelter decided to invest more in digital fundraising campaigns and social media outreach. As a result, their end-of-year donations grew by 25% compared to the previous year. The shelter used this insight to continue adapting its fundraising efforts, ensuring it remained responsive to changing donor preferences and maximizing support for its mission.

Frequently Asked Questions

What are giving trends?

Giving trends are patterns and shifts in how, when, and why donors contribute to nonprofits over time.

Why should nonprofits track giving trends?

Tracking giving trends helps organizations adapt their fundraising strategies to current donor behaviors and maximize contributions.

How does Keela help analyze giving trends?

Keela provides analytics and reporting tools that help nonprofits identify, monitor, and respond to changes in donor giving patterns.

What factors influence giving trends?

Economic conditions, technology, donor demographics, and major events like disasters or holidays can all impact giving trends.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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