Research Reveals Five Distinct "Generosity Profiles" Among Americans
New research identifies five distinct generosity profiles among Americans, revealing 82% propensity to give and providing nonprofits with scientific framework for targeted fundraising.
The findings counter media narratives about American generosity decline, suggesting the issue isn't reduced charitable impulse but misaligned fundraising approaches that fail to connect with diverse donor motivations.
Key Facts
- 82% overall propensity to give among Americans
- Five distinct generosity profiles identified
- "Change-minded hopefuls" represent 42% of donors
- "Status seekers" represent 9% of donors
- Research published in peer-reviewed Nonprofit Management & Leadership journal
- Study conducted March 2026