A $47 billion opportunity exists to increase and shift charitable giving if we better understand and address donor preferences

Money for Good ($FG) 2015 reveals the “voice of the donor in philanthropic giving,” arming funders, nonprofits, and third-party giving and information platforms with the knowledge they need to tap into billions more in charitable giving. Download and read the full report to join the #MoneyforGood movement.

 $FG 2015 Full Report  $FG Raw Data  $FG Real-World Trials  $FG 2015 Donor Profiling Tool

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$FG 2015 | Key Findings & Tools

THE CHALLENGE  |  The majority of U.S. households give to charity, so why has giving been stuck at 2% GDP since the 1970s?

Donors feel overwhelmed by the giving process

  • They are often uncertain where to start, don’t have the information they want, feel pressed for time, and hence default to comfortable but less effective giving habits.

Donors don't know how much they give compared to peers

  • 75% of Americans think they donate more than average.  In reality, 72% contribute at a rate below the national average. 
  • Median giving is only 0.4% while average giving is 3.6%—in part due to the most generous among us.

Donors want clearer communication with nonprofits

  • 49% don’t know how nonprofits use their money.
  • 34% feel hassled.
  • 20% are unsure who benefits from the work they’re funding.

Nonprofit name recognition trumps impact

  • 61% prefer to give to well-known nonprofits but not necessarily the most effective organizations.

As a result…donors are reluctant to change their giving

  • 67% are loyal to their primary causes.
  • Only 13% intend to give to different nonprofits.
  • Only 9% compare nonprofits before giving.

THE OPPORTUNITY  |  If we can break through these barriers, we can mobilize $22B in new and $25B in shifted donations annually.


  • American donors feel strongly about giving and giving back—they are highly-engaged with giving through volunteering and other activities, they feel a responsibility to give, and they believe their giving makes a difference. 


  • Limited understanding of donor behaviors, motivations, and preferences continues to hold the social sector back from realizing this $47B opportunity.


  • We surveyed 3,000 Americans online, held in-person focus groups, and tapped into the best peer research to learn what donors need to increase or shift their giving.



THE SOLUTION  |  $FG 2015 provides the foundation from which the social sector can mobilize billions more in philanthropic giving

Reveal the voice of the donor

  • Detail the giving behaviors, motivations, and preferences of American donors.

Reframe the giving conversation

  • Change the giving conversation to make it more joyful, dynamic, connected, and simple to better meet donor preferences.

Segment donors

  • Identify and engage the three donor segments most likely to increase and/or shift giving—Busy Idealists, Cautious Strivers, and Unaware Potentials.
  • Use $FG's free tool to segment and better understand current and potential donors.

Improve giving channels

  • Use $FG insights to improve the giving opportunities presented by workplace giving, point of sale giving, and donor-advised funds (DAFs).

Learn More About $FG


Camber Collective—formerly Hope Consulting and SwitchPoint—has led the Money for Good series of research since 2009.

$FG I (2010) produced a comprehensive study of donor behavior, motivations, and preferences for charitable giving and impact investments.

$FG II (2011) examined how individuals, foundations, and advisors research nonprofits, and what information packaging or channel might result in increased giving to high-performing nonprofits. 

$FG 2015 identifies the segments of donors most likely to increase and/or shift their giving, strategic interventions to change those segments’ behavior, and opportunities to use three giving channels—workplace giving, point of sale giving, and donor-advised funds—to further increase, shift, and improve giving.

$FG Trials applied $FG findings in real-life examples to evaluate how applying $FG 2015 insights affects donor engagement and giving, understand what it takes for organizations to integration $FG, and identify implications for the field for driving a step change in Americans’ giving behavior.

Help Spread The Word

Download the $FG 2015 Advocacy Kit and share with your colleagues and network

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