According to a 2022 survey, nearly 70 percent of affluent donors in the United States considered their personal values and beliefs the most significant driver of their charitable giving. General interest in certain issues is another major motivator among around 60 percent of respondents. Additional reasons include organizational reputation, being a beneficiary of the organization, and association with another institution.
Top factors driving affluent donors to give to charitable causes in the United States in 2022
Characteristic
Factors that drive giving
Personal values/beliefs
69.5%
Interest in the issue area
60.5%
Recognizable/reputable nonprofit
51.8%
Perceived need of the organization/issue
48.5%
Benefitting/knowing a beneficiary of the organization
The source defines affluent individuals as anyone residing in the United States with an annual income of $200,000 or more or whose total assets were $1,000,000 or more during 2022.
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Bank of America. (October 3, 2023). Top factors driving affluent donors to give to charitable causes in the United States in 2022 [Graph]. In Statista. Retrieved November 22, 2024, from https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/
Bank of America. "Top factors driving affluent donors to give to charitable causes in the United States in 2022." Chart. October 3, 2023. Statista. Accessed November 22, 2024. https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/
Bank of America. (2023). Top factors driving affluent donors to give to charitable causes in the United States in 2022. Statista. Statista Inc.. Accessed: November 22, 2024. https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/
Bank of America. "Top Factors Driving Affluent Donors to Give to Charitable Causes in The United States in 2022." Statista, Statista Inc., 3 Oct 2023, https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/
Bank of America, Top factors driving affluent donors to give to charitable causes in the United States in 2022 Statista, https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/ (last visited November 22, 2024)
Top factors driving affluent donors to give to charitable causes in the United States in 2022 [Graph], Bank of America, October 3, 2023. [Online]. Available: https://www.statista.com/statistics/1446881/factors-driving-charitable-giving-us/
