Dollars & Donors: Study Shows Everything Up In 2020

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Photo by Karolina Grabowska from Pexels

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The NonProfit Times | News - March 15, 2021 |
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Americans opened their wallets last year — real and digital – boosting giving 10.6% during the world’s worst pandemic since 1918. Sector leaders were concerned that the COVID-19 pandemic would depress giving but the overall number of donors grew by 7.3%, according to new data from the Fundraising Effectiveness Project’s 2020 Fourth Quarter Report.

Leaders are pointing to the potential that the universal charitable deduction boosted giving at the last minute, literally Dec. 31.

Significant increases were seen at all levels of giving, with smaller gifts (less than $250) leading the way, growing by 15.3% compared to 2019. Larger gifts ($1,000 or more) increased by 10.4%, while mid-level gifts ($250 to $999) improved by 8%, according to the data.

At the same time, donor retention, an important benchmark that tracks the percentage of donors who gave to a charity in 2019 and then gave to the same charity in 2020, dropped by 4.1%.

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