12 Days of Saving Giving: Why Generosity Matters More Than Ever

For the first time in years, Hanukkah and Christmas begin together on December 24 (thank you, lunar calendar!) It’s a beautiful convergence that reminds us of the power of light, generosity, and connection with each other. As we reflect on what giving truly means, I’m excited to kick off 12 Days of Saving Giving, a virtual (and much needed) countdown to the holidays.

Over the next 12 days, we’ll dive into the stories, insights, and strategies that are reshaping philanthropy. Why now? Because giving is at a crossroads. The data tells us that while philanthropy remains strong, individual giving—which represents at least 64% of all charitable giving—is on the decline, and trust between donors and fundraisers needs rebuilding. It’s time to rethink and reimagine what generosity looks like in today’s world.

What the Numbers Say About Giving Today

Did you know that charitable giving in the U.S. reached an incredible $557 billion in 2023? This resilience is something to celebrate, especially given economic uncertainties. But here’s the catch: individual giving—the heart of philanthropy—is decreasing.

This trend highlights the critical need for nonprofits to focus on cultivating deeper, more authentic donor relationships, as opposed to transactional interactions. Recurring/monthly giving, for example, has been an untapped, underutilized, and underappreciated “secret weapon” for years. According to Neon One, monthly donors continue to support an organization for 8+ years, whereas traditional donors move on after about 18 months.

And let’s not overlook the rise of Donor-Advised Funds (DAFs)—my personal preference for giving—which today represents approximately $34.5 billion. Effectively “charitable savings accounts”, these flexible giving tools are transforming philanthropy and have grown exponentially in the last few years.

Trust and Transparency: The Foundations of Philanthropy

The 2024 Independent Sector Trust Report underscores what many of us already know: trust is essential in philanthropy. Donors want authentic relationships with organizations where they feel their contributions are making a difference.

Transparency isn’t just a buzzword; giving isn’t about transactions—it’s about connections. When nonprofits share their impact and prioritize clear communication, they foster trust that encourages donors to stay for the long haul.

Why Saving Giving Matters

In my books Philanthropy Revolution and The Essential Fundraiser’s Handbook, I talk about the need for the entire sector to embrace relationship-based philanthropy. This isn’t just a nice idea—it’s a necessity. With donor retention rates stagnating and trust declining, we have to ask ourselves some tough questions:

• Are we building relationships with donors, or are we just asking for money?
• How can we make giving more meaningful for both donors and nonprofits?
• What role can technology and innovation play in deepening donor engagement?

The 12 Days of Saving Giving: What to Expect

Starting tomorrow, this series will highlight:

• Stories of impact from donors and nonprofits who are leading the way in authentic giving
• Actionable tips build trust, encourage recurring giving, and embrace transparency
• Innovative insights such as exploring the growing role of DAFs, the power of technology, and how recurring giving is changing the landscape of philanthropy

This isn’t just a countdown. It’s a movement—a chance to reflect, learn, and commit to building a better future for philanthropy.

Join the Conversation

I’d love to hear from you. Follow the 12 Days of Saving Giving and share your thoughts on social media. Be sure to tag me and use #SavingGiving, #PhilanthropyRevolution, and #JoinTheRevolution.

DM me or comment and let us know what giving means to you this holiday season. As we celebrate the season of light, let’s remember that generosity is about more than dollars. It’s about impact, connection, and the belief that together, we can make the world a better place.

Here’s to saving giving—one day, one act, and one relationship at a time.

As always, my newsletters will remain free of charge—because saving giving starts with everyone. Subscribe on Substack to support the mission.

Thank you for being part of the revolution!

Lisa + Team Greer

#SavingGiving #PhilanthropyRevolution #LessonsFromADonor #JoinTheRevolution #LisaGreer