The Giving Signals Report

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What separates a passing donation from a lasting donor relationship? This report goes beyond the surface of donor behavior to uncover the motivations, preferences, and experiences shaping giving today.

It examines where donor expectations align with nonprofit organizations—and where small gaps can create missed opportunities. From the rising influence of millennials to the role of transparency, personalization, belonging, and friction-free giving, the findings offer a data-backed look at what can strengthen fundraising in 2026.