New causes

When asked what influenced their giving over the past year, 22% of respondents said the pandemic, 10% social justice issues, and 23% both. Forty-five percent said neither affected their decisions to give.

The pandemic has inspired high levels of giving among many donors, and it has also drawn attention to new issues and will inspire them to give more to everyone in 2021 than they did the year before, including including these:

• Treatment / cure of illnesses: more aware, 42%; give more, 27%.
• Needs of the local community: more aware, 34%; give more, 29%.
• Hunger: more conscious, 32%; give more, 32%.
• Racial discrimination: more aware, 31%; give more, 21%.

Donors may also continue to adopt new channels and methods of giving in 2021. Twenty-nine percent of those surveyed said they will buy more products from socially responsible companies this year. Twenty-eight percent plan to donate more online, and the same number plan to give more money directly to individuals, family or friends.

Twenty percent said they would attend fundraisers or events. Other ways donors can contribute this year include giving at the point of sale and through a giving circle, online giving platform or social media platform.

The study found that in-person volunteering fell from a pre-pandemic level of 57% to 23% last year. Today, many donors are looking to increase their involvement.

Thirty-five percent of donors said they plan to spend more time volunteering in the future, and 52% will spend about the same time as before the pandemic. Looking ahead, a third of donors have said they will do some or all of their volunteering activities virtually.