Nonprofit donor behavior trends in 2026 are revealing something unexpected: generosity is alive and well! The challenge isn’t donor willingness to give—it’s whether nonprofits are making it easy, clear, and compelling for supporters to take action.

We welcome Mary Crogan, Vice President of Brand Marketing at Bloomerang, to discuss findings from the newly released Giving Signals Report. Based on research conducted with more than 1,000 donors and 405 fundraisers, the report challenges many assumptions about today’s fundraising environment.

The data shows that donors remain highly motivated to support causes they care about. In fact, 97% give because they care about their communities, 96% want to make a difference, and 92% say giving is part of who they are.

As Mary explains, “The fact is, donors are actually ready. They want to give. The question is whether the organizations are positioned to engage and receive that generosity.”

The conversation explores how nonprofits can bridge the gap between caring and giving through greater clarity, stronger impact communication, and a smoother donor experience.

One of the most striking findings? Seventy percent of donors say a tipping prompt could cause them to reconsider giving altogether, while 79% say unexpected fees create hesitation. These are preventable barriers that may be costing organizations revenue every day.

The discussion also highlights the growing influence of millennial donors. Seventy-five percent plan to increase their giving this year, while 80% intend to support at least one new nonprofit.

Mary offers a simple but powerful challenge for nonprofit leaders:

“Can someone who comes to your site answer these questions in less than 30 seconds: What does this organization do? Who do they serve? Where does the money go? And is it working?”

If your organization wants to strengthen donor trust, improve fundraising results, and better understand how donor expectations are evolving, this conversation delivers important research and valuable perspective.

Key Takeaways

  • 97% of donors care deeply about their communities and remain motivated to give.
  • 94% are more likely to donate when organizations clearly explain where funds go.
  • 70% of donors may reconsider giving when presented with tipping prompts.
  • 79% say unexpected fees negatively impact their willingness to complete a gift.
  • 75% of millennials plan to increase their giving this year and 80% will support a new nonprofit.
  • Transparent reporting, visible impact, and frictionless giving experiences are becoming major competitive advantages.

 

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