Giving USA 2025

Grounding the Conversation in Data: The Giving USA 2025 Report

Melissa Berliner, Senior Vice President at Campbell & Company, kicked off the session by walking attendees through the highlights of the Giving USA 2025 report. As the longest-running, most comprehensive annual report on charitable giving in the U.S., the findings serve as a foundational benchmark for understanding both donor behavior and sector shifts.

Melissa emphasized that total giving in 2024 reached a record-breaking $592.5 billion, with growth across nearly all major subsectors. Individual giving remains the primary driver of U.S. philanthropy, while foundation and corporate giving continued to grow at strong—but moderating—rates. Meanwhile, giving through bequests declined again after peaking three years ago.

A crucial economic backdrop was explored: although inflation is easing, households still feel financial pressure, especially those in the small to mid-level donor category. Melissa underscored that nonprofits are feeling a squeeze as well—rising service costs combined with static or shrinking government support will continue to challenge operating models.

A Powerful Panel on Philanthropic Trends and Local Impact

Moderated by Melissa Berliner, the panel discussion brought together an esteemed group of local philanthropic leaders:

  • Phyllis “Seven” Harris, Executive Director, LGBT Community Center of Greater Cleveland

    Ginger Mlakar, Senior Vice President, Philanthropic Strategy & Growth, General Counsel, The Cleveland Foundation

    Lauren Steiner, Founder & CEO, Grants Plus

Each panelist shared their perspectives on how national trends are playing out at the local level—and how nonprofit professionals can adapt and thrive.

Key Takeaways from the Panel:

1. The Evolving Role of Donor-Advised Funds (DAFs):

One of the most significant discussion points was the growing importance and influence of Donor-Advised Funds (DAFs).

  • DAFs are for everyone: There’s no longer a “typical” DAF donor. The panelists agreed that DAF users range across age groups, income levels, and interests.

    Structure meets intention: Many DAF donors are highly intentional, leveraging the structure of a DAF to plan their giving with purpose and strategy.

    Advisor influence: Financial advisors often play a pivotal role in encouraging clients to give through DAFs—making relationship-building with donor advisors just as important as engaging donors directly.

The consensus? Nonprofits must approach DAF donors with tailored stewardship, personalized engagement, and a clear demonstration of impact.

2. Equity in Philanthropy and Inclusive Leadership:

Phyllis Harris emphasized the need for equity-centered fundraising, highlighting how the sector must prioritize authentic community representation and leadership. Her insights challenged fundraisers to think deeply about whose voices are shaping the mission and whose stories are being elevated in appeals.

3. Legal and Strategic Guidance for the Road Ahead:

Ginger Mlakar shared legal and strategic guidance on working with sophisticated donors and philanthropic vehicles. She offered valuable insight into the evolving expectations of donors—transparency, accountability, and shared purpose are more important than ever.

4. Empowering Fundraisers through Capacity-Building:

Lauren Steiner reminded attendees that fundraisers need to feel empowered and well-resourced to succeed in today’s landscape. Her message: investing in internal capacity is just as important as external outreach.

Closing Reflections

This year’s Giving USA event was more than a presentation—it was a conversation rooted in data, experience, and shared purpose. As fundraisers in Greater Cleveland, we’re navigating complex challenges: rising costs, evolving donor expectations, and a changing economic environment. But as this event made clear, we’re also supported by deep expertise, strong leadership, and a community committed to giving.

Let’s continue to elevate our work—by better understanding our donors, investing in our teams, and remaining relentlessly focused on the impact we deliver together.

Thank you to our host and presenting sponsor: The Cleveland Foundation

Thank you to our presenter and presenting sponsor: Campbell & Company

Special thanks to our moderator and panelists for sharing their time, wisdom, and passion.