What every church needs to know about giving trends

Each June, The Giving Institute releases its Annual Report on Philanthropy. The 2024 report offers important insights into the culture of giving in the United States and in the church. Here are five key realities shaping generosity today.

1. Americans are giving more than ever

Contrary to popular belief, total giving in America continues to rise. In 2024, Americans gave $592 billion to nonprofit organizations — a significant increase over previous decades:

Even when adjusted for inflation, giving still shows a significant increase:

Despite widespread assumptions that people aren’t giving anymore, the data clearly show otherwise. Americans are giving more than ever.

2. Giving as a percentage of income has remained flat

While total dollars given have grown, the share of personal income devoted to charity has stayed nearly the same for decades — hovering between 1.7% and 2.3%.

Interestingly, and sadly, Americans gave a higher percentage of their income to charity during the Great Depression than they do today.

3. Giving to religious organizations has dramatically declined

In 1983, 57% of charitable donations went to religious organizations. By 2024, that number had dropped to 24%. Although overall giving has increased, churches now receive a shrinking share as other sectors like education and the arts grow.

Several factors play a role: declining religious affiliation, less church attendance, and churches often failing to make a clear, mission-driven case for generosity. Churches must take responsibility for these last factors and intentionally address them.

4. Churches are missing significant giving opportunities

People give from three primary channels:

• Income
• Assets (stocks, real estate, donor-advised funds)
• Bequests (wills, estate planning)

Most churches focus only on income-based giving. Meanwhile, our culture is entering the largest wealth transfer in history — $84 trillion over the next 20 years. Unless churches encourage members to consider including the church in wills or trusts, much of that potential will bypass the church. A simple, consistent conversation about legacy giving could transform future funding.

5. Pastors who connect giving to discipleship build stronger churches

Jesus tied people’s hearts to their money (Matthew 6:19–21, 24). Generosity is not primarily a financial issue — it is central to discipleship. The pastors who frame giving as worship, spiritual growth and mission advance help people experience the joy of generosity while strengthening the long-term health of the church.

The bottom line

By framing giving as an act of worship, a primary avenue of spiritual growth, and a crucial aspect to accomplishing the mission of the church, pastors help people experience the joy and freedom of generosity — while strengthening the long-term financial health of the church.

David Whiting is senior vice president of GenerosityOS. Learn more about Generosity OS at generosityos.com/.