5 Big Learnings From the ‘GivingPulse Q2 2024 Report’

Credit: GivingTuesday

GivingTuesday recently released the “Giving Pulse Q2 2024 Report,” offering an in-depth analysis of giving behaviors and perspectives from April to June 2024.

While there are some important challenges nonprofit organizations need to address, the report also presents valuable opportunities to refocus efforts and develop strategies that can adapt to these changes.

“Trends from GivingPulse remind us that generosity is always evolving, influenced by how and where people live and by the challenges communities face both near and far,” Asha Curran, CEO of GivingTuesday, said in the report. While challenges exist, a strong opportunity remains to strengthen connections between people and the causes they care about.”

Here are five key learnings from the report.

1. Giving Dropped This Quarter

While Q2 2023 appeared to be one of the most generous quarters researchers have observed, giving across all forms took a dive this quarter compared to Q1 2024. Total giving across all gift types and recipient categories reached its lowest point of the year during this quarter. Fewer people donated, and those who did gave in fewer ways. More donors focused on just one type of giving, bringing the total to 45% of respondents giving to only one type of recipient.

This chart shows the difference in giving to only one recipient type. | Credit: "GivingPulse Q2 2024 Report" by GivingTuesday

Advocacy also reached its lowest point in the GivingPulse dataset this quarter, with only 22% of respondents participating overall. Notably, the weekly advocacy rate fell to a record low of 15% by the end of April.

Volunteering is the only form of giving that remained stable compared to the previous quarter.

2. Solicitation Rates Also Dropped

This quarter saw a significant drop in solicitation, with monthly rates down 12% and weekly rates down 11% from Q1, marking a year-to-date low.

This chart shows when people were last solicited and how they responded. | Credit: "GivingPulse Q2 2024 Report" by GivingTuesday

Despite a consistent response rate of around 35%, the decrease in solicitation led to a decline in overall generosity. Looking at a more granular level, solicitation among individuals over 30 dropped by 14%, bringing their rate down to 25%, matching that of donors under 30.

3. In-Person Donations Decline Yet Online Remains Stable

This quarter saw a decline in in-person donation methods, with drops of 10% or more in giving at live events, religious services, and directly to individuals. On a more positive note, online donation methods saw only minimal changes.

This chart shows the difference between in-person and online donations. | Credit: "GivingPulse Q2 2024 Report" by GivingTuesday

The gap between in-person and online donation rates narrowed significantly, from a typical 20 percentage points to around 11 points in Q2 2024. Additionally, mail-in donations surged by 36%, particularly among households with incomes under $50,000, where donating by mail rose from 7% to 14%.

4. Crisis Response Surges in the US

Crisis awareness decreased this quarter, with 35% of respondents being aware compared to 40% in Q1 2024. This quarter, awareness was more focused on U.S.-based events, unlike the previous two quarters, where international crises like the Israel-Hamas war and the Noto Peninsula earthquake in Japan were more prominent.

There was also a significant shift in the geographic distribution of generosity among crisis responders. Giving within the United States but outside one’s local community increased substantially to 39%, while international giving dropped from 17% in Q1 to just 6%.

This chart shows forms of giving by community type. | Credit: "GivingPulse Q2 2024 Report" by GivingTuesday

5. Urban Donors Show Greater Generosity

Urban residents are the most generous across all giving categories, especially in advocacy, giving to individuals, and other types of giving.

This chart compares the generosity of people who live in urban, suburban, and rural areas. | Credit: "GivingPulse Q2 2024 Report" by GivingTuesday

Suburban residents strongly favor giving to registered organizations (42%) over informal groups or individuals (both at 29%). In contrast, urban residents give almost equally to registered organizations (46%) and individuals (44%), while rural residents show less disparity between recipient types.