money on hand./PHOTO ; Courtesy
Nonprofits have long believed that good work would naturally attract support. But the rules of philanthropy are changing.
Around the globe, donors remain generous, yet they are becoming more discerning.
Generosity is widespread: millions of people across continents regularly give money, volunteer, or support charitable causes in their communities.
Yet, as giving grows, so do expectations.
Donors now want to see not just results, but evidence that organisations are capable, transparent, and strategic.
They are increasingly aware of global challenges rising poverty, climate crises, health emergencies, and social inequality and want assurance that their contributions are part of sustainable, effective solutions.
Simply delivering effective programs is no longer enough; today, organisations must show that they can sustain impact, manage resources responsibly, and communicate clearly to earn and maintain donor trust.
Generosity Is Still Global, But Donors Are Becoming Discerning
The World Giving Report 2025 illustrates this shift in donor behaviour.
Across more than 100 countries, roughly 64 per cent of people donated to a cause in 2024, whether by giving money, volunteering, or helping someone directly.
While the level of generosity remains high, the report highlights how donors are becoming increasingly selective, seeking organisations that demonstrate not only impact but also reliability, transparency, and accountability.
In Kenya, for instance, 61 per cent of donors indicated they are more motivated to give when organisations provide clear information about their results, and 47 per cent said they are encouraged to contribute more when the sector is perceived as well-regulated and trustworthy.
These figures underscore a global trend: donors want confidence that their support is used effectively and sustainably, rather than simply reacting to visible outcomes.
These kinds of expectations reflect a growing global trend: donors are increasingly looking for assurance that their contributions are making a real difference, not just in results but in how they are managed and communicated.
The Environment for Philanthropy Matters Too
Another piece of evidence comes from the Global Philanthropy Environment Index (GPEI) 2025, a comprehensive assessment of how supportive different countries’ conditions are for philanthropic action.
The Index looks at legal, economic, political, and socio‑cultural factors in 95 economies around the world.
Overall, about 61 per cent of the countries scored as having a favourable environment for philanthropy meaning it is relatively easy for civil society organisations to operate.
But the GPEI also highlights areas of challenge.
One of the lowest-scoring aspects globally is cross‑border philanthropic flows, meaning it is becoming harder for money and support to move reliably across national borders.
This matters because many organisations working on global issues depend on international funding.
If conditions make it difficult to receive and manage such support, donors may gravitate toward organisations that have stronger administrative and operational systems, alongside better compliance and reporting.
The GPEI further shows that while socio‑cultural values around helping others remain strong almost everywhere, economic and political conditions vary widely.
In some regions, economic instability or restrictive policies complicate philanthropic work, requiring organisations to demonstrate greater resilience and capability to satisfy donor expectations.
Donors Are Asking for Confidence, Not Just Results
What emerges from both global giving behaviour and the philanthropic environment is a clear pattern: donors want confidence that their money will be used well.
This confidence comes not just from impact numbers — such as how many people were served or how lives were changed but from seeing strong governance, transparent reporting, clear planning, and accountable systems in place.
In recent years, donors, especially younger one,s have shown that they care about how organisations think and operate, not just what they do.
Research shows that age groups such as 35–44 are more active donors and often give a larger share of their income, partly because they expect transparency and relevance in how their contributions are used.
Broader change in donor behaviour seen globally: people are more inclined to give when they feel engaged, informed, and assured that their gifts are being responsibly stewarded.
Simply put, donors now look for trust and alignment as much as they look for impact.
Implications for Organisations Seeking Support
For organisations trying to attract philanthropic funding, this means they must demonstrate more than just operational effectiveness in their programs.
They must build organisational infrastructure, transparent financial systems, and clear communication strategies that show how funding translates into impact.
Transparency does not mean complicated reports full of jargon. It means clear, honest explanations of:
- What outcomes were achieved
- How funds were used,
- What challenges were encountered?
- and what plans are in place for sustainability and growth.
Organisations that excel in these areas tend to build stronger relationships with donors, turning one‑off support into longer‑term partnerships.
In contrast, those that rely solely on program outcomes without strong organisational visibility may struggle to secure funding repeatedly.
These expectations extend beyond individual donors to institutional and major philanthropic supporters as well.
While global reports like World Giving Report focus on individual behaviour, the overall trend toward strategic giving, including shifts toward digital fundraising, outcome reporting, and professional donor engagement, influences how all types of donors allocate funds.
How Trends Are Emerging and What They Mean
The GPEI also highlights how innovation and emerging trends are shaping global philanthropy.
Digital adaptations such as online fundraising platforms, hybrid engagement models, and culturally competent use of social technologies have become mainstream in many regions.
These tools enable better engagement but also raise expectations around data, reporting, and transparency.
At the same time, new thematic trends such as climate philanthropy and shifts in wealth patterns are influencing donor interests.
While detailed thematic data beyond the two main reports is available elsewhere, these trends signal that donors are increasingly attentive to specific global priorities and want organisations to speak directly to those priorities with evidence and strategic plans.
A New Funding Reality for the Sector
The philanthropic landscape in 2025 is generous but not simple. Strong results and clear impact remain critical, but they are only part of what donors look for.
Organisations that secure sustained support are those that combine impact with operational maturity, accountability, and clarity in how they communicate their work.
Doing good work will always matter.
But in a world of diverse donors, emerging technologies, and shifting economic and political conditions, organisations that can show both results and reliability are the ones donors choose to fund again and again.
This shift presents challenges but also opportunities.
By strengthening organisational practices and building trust with supporters, nonprofits can not only secure funding but can also deepen engagement, broaden their donor base, and scale their impact in an increasingly complex philanthropic world.
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