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United Way Worldwide Research Brief 2019


Understanding changes in the behavior of donors over time is critical for nonprofit organizations. In October 2017, The Chronicle of Philanthropy published a report on the giving behavior of Americans, “How America Gives,” showing that the fraction of Americans giving to charity, especially among middle- and low-income families, is declining.

Analysis of giving behavior by United Way Research reveals fresh insights, such as there being a much larger decline among non-itemizers in the percentage giving to charity than among itemizers.