Across our country, a quiet transformation has been reshaping the culture of giving and volunteerism. Fewer Americans are donating to and volunteering for nonprofits, which is a shift with profound implications for the fabric of civil society. In response, The Generosity Commission was launched in 2021 to address this challenge. The Commission’s mission is to explore why generosity is waning and identify ways to reinvigorate these vital practices across American society.
The Decline of Traditional Generosity
Data illustrates a startling trend: fewer Americans are donating to or volunteering with nonprofits. Their research shows that U.S. households donating dropped from 65% in 2008 to below 50% by 2018. Volunteerism, too, has declined, reaching a 15-year low in 2015. The COVID-19 pandemic initially sparked hopes of reversing these declines, but by 2021, volunteer rates were at a record low, dropping seven percentage points from pre-pandemic levels. These trends sparked what some call a “dollars up, donors down” phenomenon, where overall donation amounts have increased, but the number of donors has decreased.
Nonprofits are the Bedrock of Civil Society
The importance of nonprofits extends far beyond the immediate services they provide; they are often considered the backbone of American civil society. In a landscape of over 1.7 million nonprofits, the best-known organizations—universities, hospitals, national foundations—only represent a fraction of the sector, while receiving a lion’s share of donations. The vast majority of nonprofits are smaller organizations, relying heavily on individual contributions from everyday families rather than large corporate or foundation grants. These local nonprofits are essential in addressing community needs that government and the private sector do not meet, making them a crucial support system for every community.
Without broad support from donors and volunteers, these nonprofits face increasing financial instability, potentially jeopardizing essential services. The Generosity Commission underscores that giving and volunteering are not just acts of charity but are pivotal for nurturing a healthy, interconnected society.
The Broader Meaning of Generosity: Social Connectedness and Civic Engagement
The Generosity Commission’s research emphasizes that giving and volunteering are critical to fostering social connectedness and civic engagement. Surgeon General Vivek Murthy has described loneliness and social isolation as public health crises in the United States, underscoring the need for opportunities that connect people. Giving and volunteering offer meaningful ways to combat this “epidemic of loneliness.” Research commissioned by the Commission found that people who gave to charities were nearly 10% more likely to join community groups, while those who volunteered were 24% more likely to do so. Such activities create bonds of shared purpose, helping to rebuild the social ties essential for a strong civil society.
The Path Forward: Recommendations for Revitalizing Generosity
The Generosity Commission’s recommendations aim to bridge gaps in giving and volunteering. One is to expand research on all forms of generosity, including informal giving, so that future strategies can adapt to Americans’ evolving practices. This includes greater attention to the motivations behind giving. Focus groups and surveys revealed that Americans are inspired to give and volunteer by a sense of shared values and personal connections to causes. Enhancing awareness of how giving and volunteering contribute to social well-being may rekindle interest, particularly if nonprofit organizations can communicate how their work aligns with these personal values.
The Commission also recommends renewed partnerships between policymakers, businesses, and nonprofits. By working together, these sectors can promote a culture of generosity that appeals to modern sensibilities while emphasizing the enduring importance of traditional nonprofit work. Businesses, for example, can encourage volunteerism by offering paid volunteer days or matching employee donations, while policymakers can consider incentives that make donating and volunteering more accessible.