Americans gave nearly $600 billion to charity in 2024 — so why are so many nonprofits still struggling to hit their fundraising goals? Holly Kobia breaks down the latest Giving USA data and what it actually means for your organization as you plan for the year ahead.

She walks through five major giving trends — from the concentration of wealth among high-capacity donors, to the growing importance of planned giving, to why corporate sponsorships are getting way too much attention from small nonprofits. (Spoiler: individuals still account for two-thirds of all charitable giving. Are you spending two-thirds of your time there?)

You'll walk away with three concrete things to focus on: building a donor pipeline, developing a board that opens doors, and creating a stewardship system that keeps donors coming back. The money is out there. The question is whether your organization is positioned to receive it.