Fundraising Can Thrive Even in Uncertainty

There’s a lot of headline noise right now — tariffs, inflation, interest-rate gyrations — and it’s easy to let that uncertainty creep into your thinking about philanthropy. But the numbers and history tell a different story: Americans and communities give, and they give even when the headlines get scary. Recent data show charitable giving is holding steady — and in many cases growing — and West Michigan is no exception.

In 2024, U.S. charitable giving rose to an estimated $592.5 billion, a 6.3% increase in current dollars (3.3% after adjusting for inflation), with increases across individuals, corporations, and many nonprofit sectors. That’s a strong, clear signal that philanthropy remains a major force even as the economy shifts.

You don’t have to look far from home to see giving staying strong. The Gerald R. Ford Foundation raised over $10 million this year. Hope College raised $54 million for a new business building in Holland. ICCF Community Homes in Grand Rapids raised nearly $12 million for low income housing. NorthPointe Christian nearly $8 million. Even small nonprofits like Open Roads in Kalamazoo are having success raising significant funds.

Why Giving Holds Up Through Shocks

Research and experience reveal three main reasons philanthropy continues to thrive even during challenging economic times:

1. Donors respond to need and to compelling stories.
Major events — from 9/11 to recession of 2008/2009 to the COVID-19 pandemic — have triggered enormous waves of generosity. Americans rally when communities face hardship, channeling resources to relief funds, local nonprofits, and essential institutions. We’re seeing this now with delays in SNAP benefits.

2. Philanthropy is resilient over time.
Reviews of past recessions show that while giving can dip temporarily, it consistently rebounds and often surpasses previous highs. Organizations with clear missions, solid plans, and strong donor relationships are the first to recover — and often emerge stronger.

3. The aging of the population is fueling sustained giving.
A significant portion of the U.S. population is now entering a stage of life when individuals have accumulated their largest asset base — home equity, retirement accounts, and investments. This generation, particularly Baby Boomers, represents the most philanthropic cohort in American history. As wealth transitions to the next generation, charitable bequests, donor-advised fund distributions, and planned gifts are keeping giving levels high despite market volatility.

What This Means for Fundraisers and Nonprofit Leaders

If you’re building a campaign or stewarding donor relationships right now, don’t let macroeconomic headlines dictate your strategy. Focus on what matters most:

• A compelling mission. People give to outcomes and stories that move them — clear impact, urgency, and a strong case for how gifts change lives.
• Strong leadership. Donors want confidence. Credible boards, transparent leaders, and consistent stewardship inspire gifts even during uncertainty.
• A well-refined plan. Thoughtful prospect work, diversified revenue strategies, and disciplined follow-through make campaigns resilient.

History backs this up. Successful campaigns have been completed during recessions and crises and countless local campaigns met or exceeded their goals despite economic headwinds.

Economic uncertainty is real, and wise nonprofit leaders plan accordingly. But fear of the economy shouldn’t freeze your fundraising. Generosity doesn’t disappear when markets wobble — it simply looks for leadership, clarity, and purpose. Tell your story well, lead with conviction, and build a plan that meets your community where it is.

Fundraising success depends far more on mission, leadership, and planning than on whether the economic indicators are up or down.