THE STATE OF GENEROSITY IN 2024–2025:
Generosity as Resilience
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As you begin reading this – our annual reflection on the state of generosity around the world, you may wonder what 2024 data can tell us about 2025 and beyond, given global uncertainties.
We wondered that too.
On the one hand, it’s logical to conclude that when the playing field changes, new rules will apply. In that sense, for the generosity ecosystem in the Americas, Africa, Europe and Asia, it’s time for bold ideas and bold actions, not a return to outdated paradigms.
Yet in another sense, this is precisely the time for organizations and others working on community good in the world to double down on the evidence-based strategies we advocated for in From Scarcity to Abundance: Mapping the Giving Ecosystem, (2021) Rethinking Resilience (2022), and The Giving Bridge (2023).
Those strategies are all about moving beyond entrenched transactional models and embracing more diverse, distributed, responsive, and enduring relational strategies to improve resilience, build community, and increase impact.
In last year’s report, we also shared evidence – which we build on below – that amidst global concerns about increasing polarization and diminishing social cohesion, most people can and do give across boundaries of ideology, lifestyle, and community. This work is not just about tracking behaviours, channels or even motivations. Increasingly, we’re turning our focus to the social, emotional, and psychological contexts in which giving occurs. What feelings or values give rise to the impulse to give, and how are those drivers related to other feelings and ideas about people and their communities? The better we answer these questions, the sooner we will be able to look beyond ‘the ask’ and empower the generosity of individuals and communities.
This year, we are doing something different. Rather than our usual “Lookback” framing, we are presenting work on two themes as a State of Generosity update, with a third section outlining our plans for the next year to continue to expand our global view of the enabling environment for generosity:
“How Individuals Drive Giving around the World” – exploring how individual financial giving is playing out in the global social sector;
“How Generosity Connects us to Community” – discussing how generosity manifests in many ways and connects us to a sense of community, fosters trust, and helps us build connections across ideological differences;
“GivingTuesday’s Global Data Preview” – A look at forthcoming work from GivingTuesday’s Hubs serving India, Africa, Europe, and Latin America and the Caribbean region.
Across these themes, we’re exploring how generosity shapes resilience in communities around the world.
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As our CEO Asha Curran recently said, “Generosity is an antidote to isolation, fear, and division”, and by this she didn’t just mean that by donating money to organizations that do good we can enable them to do more good. She also meant that the very act of being generous itself changes people, changes communities, and changes the world.
Actively supporting and practicing generosity is a critically important tool worldwide, strengthening and connecting individuals, organizations, communities, and democracy itself.
GivingTuesday believes that generosity is a key component of our collective and civic cultures and values. It is how we learn our roles as citizens in practice. It is how we stand up and support what we believe in. We, like others, view generosity as a crucial element of how we will meet current and future challenges in the world.
The best way to defend civil society is to proactively build it. For generosity is not just an act of trust, of courage and of hope – it is a core component of our shared resilience.
Woodrow Rosenbaum
Chief Data Officer
GivingTuesday
HOW INDIVIDUALS DRIVE GIVING AROUND THE WORLD
The “1.5 Trillion Force behind Charitable Giving”
Around the world, it’s individuals—not institutions—who power the majority of charitable giving. Whether through direct donations to Civil Society Organizations (CSOs), religious offerings, informal gifts within communities, or remittances sent across borders, people consistently act on their desire to support others.
In fact, when we look at the full landscape of global generosity, individual giving accounts for the largest share by far, surpassing contributions from governments, corporations, and foundations.
In a time of increasing uncertainty about the role of governments in supporting causes and organizations, this section highlights just how central everyday givers are to the global philanthropic ecosystem and why understanding their motivations, behaviours, and constraints is critical to shaping a more inclusive and effective future.
HOW INDIVIDUALS DRIVE GIVING AROUND THE WORLD
i. Global Monetary Giving in 2024
This year, we’ve expanded our efforts to map the global giving ecosystem, beginning with its financial dimension. Specifically, we have further refined our methodology for estimating the total value of all monetary giving in 2024. With these improvements, we’re seeing even more evidence of how individuals are supporting causes around the world with their financial contributions. Our 2024 estimate of the global giving ecosystem includes more of what individuals are contributing than our initial attempt to define the scale of global monetary giving in 2023.
We anticipate that as we continue to refine our methodology, this total will continue to grow, as we believe that a significant amount of individual giving – to nonprofit entities, informal networks, and individuals – remains uncaptured.
When it comes to supporting people in communities, a myriad of individuals, philanthropic organizations, and governments contribute financially to the formal nonprofit sector. By tracking, extrapolating, and aggregating reliable data in each of the key areas of global financial giving below, we can estimate the shape and size of the financial dimension of the global giving ecosystem.
Our analysis shows that total annual financial gifts amounted to $2.3 trillion in 2024, with individual givers accounting for $1.5 trillion of that total. Our overall estimate includes corporate philanthropy and bequests, as well as a 6% increase in estimated remittances. Most significantly, our estimate of worldwide individual giving is now larger as we now have more data from more countries on individual giving.
Remittances represent the largest single channel of financial generosity worldwide. These are funds sent by individuals working abroad to support family and community members in their countries of origin. While the scale of this financial flow is immense, it remains largely opaque; most money transfer services do not make their data public. Drawing on our review of figures from the World Bank and the International Monetary Fund this year, we estimate that global remittances reached $905 billion in 2024, reflecting a nearly 6% increase from the previous year.
It is important to note that remittances – typically private, person-to-person transfers – circulate through communities in a variety of ways, such as transfers to support families, informal networks, or in local economies. In this sense, remittances can be viewed as serving a variety of purposes, including the support of local communities from afar. We do not know exactly what portion of the $905 billion figure reflects pure generosity-related intent, however, we believe a significant share of it likely contributes to community support, making them an essential – if difficult to quantify – pillar of the global generosity ecosystem.
As in 2023, the next largest portion of global financial giving in 2024 came from individuals donating directly to organizations, accounting for nearly $600 billion worldwide. The Centre for Global Development notes that the cost of sending remittances averages at 6.6% in 2024, much higher than the 3% target set during the Sustainable Development Goals. Meeting those targets would effectively offset cuts taken from US Official Development Assistance (ODA) spending in 2025. Consistent with the previous year, this accounts for a much larger portion of financial support than government-to-government aid.
The accuracy of our global individual giving estimate improved as the Charities Aid Foundation included more countries in its World Giving Index, one source we use in our estimate. Our revised 2024 estimate puts global within-country individual philanthropy (non-US) at $222 billion , about $30 billion higher than 2023, and nearly equal to the total ODA amount provided by Organisation for Economic Co-operation and Development (OECD) governments to the Global South in 2024.
A few other insights:
Funds from foundations and donor advised funds combined for $158 billion annually, a $36 billion increase over 2023.
Giving to donor advised funds appeared down 22% in 2024 compared to 2023, with a total of $55B.
Corporate giving and bequests in the US added nearly $80 billion more to the total.
We encourage interested observers to read our technical documentation of our estimate in the Appendix and tell us what we are missing.
ii. Nonprofit Resilience Put to the Test
Since the first edition of our annual reports, we have advocated for organizations to broaden their base of individual giving. In times of crisis, having access to a broad base of financial and community support is crucial for organizations to remain resilient and responsive for the future.
Today, in the wake of the gutting of USAID’s budget – which is expected to reduce Official Development Aid (ODA) by 9-17% in 2025– as well as cuts from other donor countries, the resilience of nonprofits in both the US and globally is increasingly being put to the test.
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The key question facing CSO around the world is: how much will individual generosity grow to ensure nonprofits can continue doing their invaluable work amid the sudden and significant disappearance of major government funding?
Data gathered prior to 2025 can only tell us so much. We are part of an emerging group of researchers who are revealing the extent to which individuals have always been ready to support causes they care about, even if their individual donations appear modest. For example, EPIC Africa’s 2024 Challenging the Myths tackled the misconception that African CSOs are supported exclusively by foreign aid by supplying data which indicates individual giving is a key source of funding for 54% of African CSOs, across a diverse set of cause areas, including human rights and environmental justice.
Looking at our GivingPulse surveys, rates of monetary giving to nonprofits in the US remained remarkably stable quarter-over-quarter from Q42024 (26%) into Q1 2025 (25%), despite economic uncertainties. While informal monetary giving declined (down 25% to informal groups and 11% to individuals), overall giving behaviours across all categories (volunteering, item donation, advocacy, formal or informal giving) remained stable with shifts of less than 6% in either direction quarter-over-quarter. This suggests that donors are maintaining their commitment to formal nonprofit organizations while potentially reducing direct person-to-person financial support, indicating a strategic shift in giving patterns.
iii. People Continue to Trust Nonprofits
Given the importance of ensuring that large numbers of individuals continue to donate to nonprofits, the degree of trust they place in these organizations as a whole becomes a key data point.
Our Global Omnibus survey tracked levels of trust in nonprofits across seven countries and found a fairly high degree of trust in all of them, ranging from a low of 56% of respondents in Mexico up to a high of 70% in India and 72% in Kenya. Perhaps unsurprisingly, India and Kenya also had the highest generosity rates of the countries surveyed.
We also tracked the degree to which people across varying ideological orientations trust nonprofits in the seven countries, and then measured the gap between these two perspectives.
In our surveys, we see that a high rate of reported trust in nonprofits crosses partisan lines and other demographic divisions, offering a call to action for nonprofits to cultivate broader engagement in the face of increasing attacks on civil society in many countries.
Key Takeaways
Global monetary giving is primarily driven by individuals: Across every region, the largest share of charitable financial flows comes from individuals—not governments, corporations, or foundations. Whether through direct donations, religious giving, or informal support within communities, individual givers form the backbone of the global generosity ecosystem.
The recent destabilization of government funding (e.g., ODA) implies that new models for the social sector are needed to strengthen community resilience: This shift underscores the urgency for nonprofits to diversify their revenue streams, reduce dependency on institutional aid, and build financial models that can adapt to geopolitical and economic disruptions. Major reductions in ODA—including an 83% cut to USAID’s international development budget in early 2025—signal a period of uncertainty for many nonprofits that rely heavily on government or multilateral funding.
High public trust in nonprofits presents an opportunity to grow and diversify fundraising. Increased investments in improving data quality around civic participation, capacity development in areas like outreach, fundraising, and communications, and expanded opportunities for testing new ways of working, will help organizations deepen engagement with current supporters and reach new audiences. By broadening solicitation methods, tailoring messages to different donor segments, and investing in long-term relationship-building, nonprofits can strengthen their base of individual support and unlock new sources of sustainable funding.
Our global research validates what communities have always known: people everywhere want to show up for each other, even across the lines that divide us. When we see $2.3 trillion in global giving—most of it from people sending money home to loved ones, supporting neighbours, or contributing to causes they care about—we're seeing something profound: civic participation in action. This is not just about money though; it's about people reinforcing the social fabric that holds communities together, one relationship, one kindness at a time.”
— Asha Curran, CEO, GivingTuesday
HOW GENEROSITY CONNECTS US TO COMMUNITY
Understanding Civic Intent around the World
While generosity is often measured in dollars and volunteer hours — or tangible impacts and outcomes — its deeper value lies in how it connects people to one another, and in so doing strengthens the civic fabric of society at large.
In this year’s State of Generosity review we expand our lens to explore how acts of giving relate to Civic Intent: the desire to contribute to the common good, engage across divides, and participate in public life.
Drawing on new comparative data across seven countries, we examine the relationship between generosity, belonging, polarization, and activism — offering a richer picture of how everyday acts of giving serve as both indicators and drivers of civic health around the world. In the coming years, we intend to significantly expand our efforts to understand the social and interpersonal conditions that enable and encourage people to express their innate generosity.
HOW GENEROSITY CONNECTS US TO COMMUNITY
i. How Generosity Interacts with People’s Beliefs
Civic Intent around the World
In late 2024, GivingTuesday introduced the concept of Civic Intent and its measurement framework. Civic Intent is a composite metric that captures how individuals express their commitment to the common good through generosity, community-mindedness, and depolarizing behaviours, providing a more nuanced understanding of the civic dimensions of generosity. After initially trialling our Civic Intent metric via our GivingPulse survey in the US, we adapted key components of the framework to our seven-country Global Omnibus Survey. This helps us understand how generosity relates to broader patterns of civic engagement, trust, and social cohesion around the world.
Civic Intent scores were relatively consistent across five of the seven countries we surveyed—averaging around 57 on a 0–100 scale—but were significantly higher in India and Kenya, where respondents’ sense of community belonging and civic generosity were measurably stronger.
Using the Civic Intent metric, we can infer that there are strong correlations between participation in generosity-related activities and an increased sense of belonging and trust in one’s community. We find that Civic Intent around the world tends to mirror the Ipsos Social Cohesion Index:
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These correlations indicate an avenue for deeper understanding how participating in various forms of generosity activities could serve as a potential springboard for rebuilding community-level belonging,as well as other measures of social cohesion. We invite researchers to use these initial observations to develop potential avenues for future research with us.
Causality remains complex. Does generosity lead to a stronger sense of belonging, or does belonging drive generosity? Our data implies exciting opportunities for future research and action.
Community Belonging and Trust in Others
One area of note is an individual's perception of their belonging in the community. Interestingly, rates of belonging were highest in Kenya, India, and Mexico, and lowest in more economically developed countries. The relationship between belonging and giving appears strong—where people feel connected to others, we also see higher rates of giving money, volunteering time, and paying attention to community issues.
For example, across most metrics and countries, our data shows that volunteers and advocates reported significantly higher levels of community belonging and trust than the general population.
Willingness to Give Across Ideological Boundaries
In 2023, we began to survey respondent's willingness to act generously towards people with different ideological worldviews or lifestyles they disagree with. We sorted people into three groups:
A least polarized group who identify as willing to help others in need regardless of their beliefs or perceived ideology.
A most polarized group who identify as being unwilling to help others with different political beliefs or community affiliations
A medium polarized group who have mixed views on these topics.
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As was the case in 2023, those in the “least polarized” category still account for the largest fraction of people, though we see some growth in numbers of people in the “most polarized” category in the US.
Overall, this does not negate the existence of real ideological and political differences amongst various communities — rather, when notions of generosity are included in how people conceive of their own willingness to prioritize community needs over personal disagreements, people’s attitudes are markedly distinct. That we have found the “least polarized group” still accounts for the largest portion of people in every country included in our survey is notable.
HOW GENEROSITY CONNECTS US TO COMMUNITY
ii. People are Generous in Many Ways
Thinking about how generosity experiences help reinforce community-oriented mindsets gives us a powerful motivator for exploring the ways in which people already participate.
Our data from seven diverse countries suggests that the vast majority of people are generous. While the US, Canada, and UK appear to have lower percentages of people who gave in any form, when compared to other countries surveyed, these figures still remained impressively high. In the US, for example, 74% of respondents reported participating in some form of giving this year.
Having now gathered data from four iterations of our seven-country surveys, we can also observethat the percentage of people who behave generously can and often does fluctuate within each country in any given year. Notably, India and Kenya, already two of the most generous countries in the world (the World Giving Index ranked Kenya second globally, behind only Indonesia), are by far the most generous countries in our sample. Both continue to increase giving participation rates year-over-year, with Kenya topping out at a nearly universal rate of giving in any form.
Brazil stands out as the only country in our sample where giving is trending downwards, although the US saw the largest year-over-year drop in 2024, falling from 79% to 74%—a 7% decline.
In every country surveyed, most people reported that they gave both money and some other form of support (e.g., voice, items, time). Fewer than 10% of givers in any country gave money exclusively in 2024.
Further, when we break out financial giving (whether to a formal nonprofit, an informal group, or an individual), we see that Gen-Z populations are either as or more likely to give. This is the case for all countries, we survey with one exception this year in the US.
iii. People Who are Generous Find Many Ways to Give
In our global surveys, we continue to find the largest number of people who are generous are giving money, items, and time (i.e., volunteering).
In many countries, the numbers are startling, as shown in the country-by-country breakdowns below. In Brazil, 49% of givers gave all three ways, with the next highest figure being 17% of people giving money and items. In the US, the comparable results are 43% and 19%. In India, they are 70% and 10%, respectively.
Our insight here is that generosity is likely a more holistic concept in people’s minds, rather than an “either/or” proposition where people are only willing to participate in one type of activity. People who volunteer may be also willing to give money, and vice versa. Again, in all our surveyed countries, the percentage of givers who contribute money only is minimal, with just 0%-10% of respondents giving money without also giving in other ways. This data point should be a catalyst for further engagement across all giving dimensions, as it suggests that any one type of generous participation can be a gateway to all types of generosity.
iv. Country-by-Country Generosity Behaviours
Our Global Omnibus Survey tracked a wide range of giving behaviours, in addition to political orientations, activism, and demographic data. We found that in 2024:
Young people around the world were some of the most generous in terms of money, time, and response to solicitation, yet they continued to be under-engaged (especially in the US).
There appeared to be no major differences in giving behaviours based on gender in any of our surveyed countries.
The proportion of givers who gave all gift types (money, time, and items) and to all recipient types changed minimally from 2023 in all countries except Brazil. This indicates that, for better or worse, the diversity of giving behaviours that individuals engage in has not shifted substantially year-over-year across the board.
What follows is a country-by-country summary of key findings reflecting data relating to types of giving, with additional insights highlighting other vectors included when notable.
Brazil
Rates of participation in monetary giving continues to trend downwards in Brazil, both overall and in the subcategories of giving to registered charities, giving to informal groups, giving by women and amongst young people (Gen Z). The rates of people giving of all three gift types and all three recipient types (formal, informal, individual) decreased substantially in 2024, and people who did give reduced the intensity/diversity of their giving. Volunteerism rates are also in decline when compared to 2023.
Canada
Rates of monetary giving remained stable overall but increased among Millennials and Gen X. The most pronounced increases in rates of monetary giving were seen within Gen Z (+41%) and amongst women (+31%). Volunteering for registered charities also increased and this type of giving was most common among Gen Z, with volunteer rates dropping with each older generation.
India
Monetary giving rates were stable overall in 2024 and for nearly every recipient type and demographic subgroup. The same was true of volunteering, which is very common in India and is most popular among younger generations (Gen Z, Millennials).
Kenya
Kenya continued to be the most generous country in our dataset, with minimal changes seen in monetary giving, volunteerism, giving to multiple recipient/gift types or between different genders or generations in 2024.
Mexico
Participation in monetary giving in Mexico was stable overall, and most common among Gen Z (the only generation where the majority of people gave to at least one recipient type). Monetary giving to informal groups grew 19%, largely driven by a 45% increase among Gen Z, possibly reflecting the impact of crowdfunding and other less formal online giving behaviours more popular among younger demographics. Volunteerism, however, declined, representing the largest drop among any giving type.
United Kingdom
Participation in monetary giving and volunteerism increased overall for each age group in the UK this year.. UK Millennials increased their informal monetary generosity substantially YOY (+52% to informal groups, +35% to individuals).
United States
Monetary giving rates declined overall, but giving money to individuals (including in person or via a crowdfunding platform) remained stable as did giving money to registered nonprofits increased among Gen Z and Gen X, while decreasing among Millennials and Boomers. Informal volunteering declined from 2023. As was the case with Canada, the volunteer rate is highest among GenZ and drops with each older generation.
Key Takeaways
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Our findings continue to affirm the notion that generosity is rooted in connection, not just contribution. People give not only because they’re asked, but because they feel part of something larger—whether it’s a community, a cause, or a shared set of values. This underscores the importance of cultivating long-term engagement strategies that go beyond dollars raised. Fundraising efforts should nurture relationships, build trust, and create opportunities for meaningful participation.
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Giving behaviours are deeply interconnected. A one-time donation can lead to sustained volunteering. Advocacy on behalf of a cause can spark financial support. Even small acts of kindness or attention can set the stage for deeper civic involvement. Organizations that recognize and honor the full spectrum of giving—not just financial contributions—are better positioned to build durable support across their communities.
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Our core message in recent years—that nonprofits should diversify their solicitation strategies and more intentionally engage grassroots supporters through volunteering, advocacy, and peer influence—continues to grow in urgency. In a shifting global landscape where traditional fundraising pipelines face new constraints, tapping into the full range of generosity remains both a strategic and ethical imperative.
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As we continue to explore the links between generosity, civic participation, and social cohesion, the Civic Intent framework provides a sound foundation for new inquiry. It helps illuminate how and why people contribute to the common good—and how those contributions can strengthen belonging, bridge divides, and support civic well-being. Investing in deeper, comparative research using this framework could help unlock new strategies for nonprofits, funders, and civic leaders alike.
LOOKING AHEAD
GivingTuesday’s Data and Research Initiatives Around the World
GivingTuesday’s global network continues to expand how we understand and strengthen generosity at the community level.
From India to Africa, Latin America and the Caribbean, and Europe, our Hubs are leading innovative, contextually grounded research and data efforts to better capture, amplify, and activate generosity as a civic force.
Here’s a snapshot of key work happening across our global data ecosystem:
India: Everyday Giving as a Pathway to Civil Society Resilience
India’s social sector continues to face a substantial funding gap—one that Everyday Giving (EG) is uniquely positioned to help address. Through UDARTA:EG, a flagship initiative of GivingTuesday in India, we are spotlighting the power of individual giving to diversify nonprofit funding streams and mobilize more sustainable, grassroots support.
Still in the early stages, this initiative, grounded in a collaborative research model, has already generated significant interest within the Indian social sector with 300+ organizations having taken the initial survey and 700+ eager to participate. Our research explores how nonprofits encourage givers in the Indian context, and what strategies and practices help nonprofits effectively engage that generosity.
With a full launch planned for the fall of 2025, the initiative will not only generate new insights but also offer tangible tools for nonprofits to strengthen their GivingTuesday campaigns—through data walks, field guides, peer exchanges, and evidence-informed campaign planning resources.
Latin America and the Caribbean: Tracking Digital Giving Trends
In Latin America and the Caribbean (LAC), GivingTuesday’s data work has centered on mapping the dynamics of online generosity. The Online Giving Radar, a recurring initiative led by the LAC Hub, captures emerging trends in digital giving across the region and highlights shifts in donor behavior and organizational strategy.
Building on the 2023 LAC Generosity Report’s valuable insights into the region’s culture of giving, the 2024 Online Giving Radar Report (expected fall 2025) will extend this learning further, offering nonprofits actionable knowledge on digital engagement patterns across LAC. As with the previous version, it will be published in English, Spanish, and Portuguese.
Europe: Generosity as a Force for Civic Participation
Since its launch in June 2024, the GivingTuesday Europe Hub has been engaging civic actors, nonprofits, and funders to better understand generosity’s role in strengthening civic life. Across diverse European contexts, generosity has shown its ability to catalyze social cohesion, participation, and civic renewal—but this potential remains under-recognized and unevenly supported.
To address this gap, the Hub is developing the Generosity in Europe Report—a comprehensive exploration of how generosity intersects with active citizenship across the continent. The report will also examine the evolving data ecosystem surrounding generosity: who holds the data, how it’s used, and how it might better support civic infrastructure moving forward.
Africa: Tradition, Storytelling, and the Evolution of African Generosity
In Africa, GivingTuesday’s data and storytelling efforts have centered on elevating traditional and emerging expressions of generosity. Through its Traditions of Generosity initiative, the Africa Hub has deepened its work via community storytelling, youth engagement, and academic partnerships that offer richer, contextualized understandings of African philanthropic practices.
A major highlight of 2024 has been the #YouthGiveAfrica contest, which spanned 32 countries and surfaced over 500 stories of generosity, many of which reflect long-standing traditions of mutual aid, reciprocity, and collective care. This campaign builds on earlier work and reflects the organic evolution of the Traditions of Generosity initiative.
Additionally, the Hub is exploring new research collaborations, including an upcoming partnership with the Centre on African Philanthropy and Social Investment (CAPSI), which will further deepen the study of African giving traditions and their relationship to global generosity movements. These efforts are supported by storytelling tools—such as the GivingTuesday Africa podcast—that amplify lived experiences and offer new interpretations of generosity from African scholars and practitioners.
CONCLUSION
Building a Global Learning Agenda for Generosity
As GivingTuesday’s grows its data work around the world, we continue to explore generosity in context-specific and community-rooted ways, a clearer picture is emerging: generosity is not only universal—it is adaptive, powerful, and deeply civic.
From India’s efforts to mobilize everyday giving as a response to funding gaps, to Africa’s storytelling traditions and youth-driven generosity, to Europe’s focus on civic participation and Latin America and the Caribbean’s digital giving trends, these initiatives reflect the richness and diversity of global giving cultures.
Looking ahead, our data and research efforts are not just about measuring generosity—they are about amplifying its impact, expanding its possibilities, and embedding it more deeply in civic life. As we refine tools, build partnerships, and share insights across regions, GivingTuesday is laying the groundwork for a shared global learning agenda—one that positions generosity as a cornerstone of more resilient, connected, and equitable societies.
