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Giving Choices That Go Beyond Trends: Richard C. Peck on Donor Predictions for 2025 & Making the Biggest Impact

Giving Choices That Go Beyond Trends: Richard C. Peck on Donor Predictions for 2025 & Making the Biggest Impact

Richard C. Peck suggests a new approach for 2025, one centered on compatible matches and supporting causes that matter to the giver.

By Jon Stojan
Published Apr 14, 2025

Charitable giving has witnessed paramount transformations over the years. What hasn’t changed, however, is the field’s purpose: to leverage altruism for the betterment of humanity. With philanthropy’s impact becoming more evident, it doesn’t come as a surprise that the total amount of donations in 2023 exceeded $550 billion in the United States, up over $50 billion from the previous year. Of that, a significant 67% can be attributed to individuals, including high-net-worth families, who are consistently seeking savvy and convenient ways to improve the world while enhancing their financial situations. To give these individuals the confidence to donate strategically, Richard (Rick) C. Peck, known as The Philanthropy Guy, muses 2024 donor trends while offering a unique outlook for 2025.

When it comes to the most popular sectors, religion (32%) continues to top the charts, followed by education (16%), human services (12%), grantmaking foundations (11%), and health (9%). The largest increase was witnessed in environmental and animal organizations, with the 7.2% surge demonstrating society’s rising climate change awareness.

The year’s largest donations offer an insight into the 2025 landscape, with Michael Bloomberg and Ruth Gottesman donating $1 billion each to Johns Hopkins University and Albert Einstein College of Medicine, respectively. With $716.4 million donated to the Susan Thompson Buffett Foundation, Warren Buffett’s donation further solidifies the trend of supporting education and research institutions.

When selecting nonprofits, 84% of donors prioritized local organizations in their communities, expressing interest in bettering the environment that surrounds them. Conversely, most contributors supported two to three causes annually, choosing organizations that aligned with their most pressing concerns. While observing trends can be invaluable for knowing which sectors and nonprofits will benefit the “public good” the most, Rick encourages donors to ask: What do these trends really mean, and is there only one definition of the public good?

As he explains, while donating to underserved communities and starving children in developing countries will undeniably make an impact, that might not be the best route for a donor focused on local infrastructure development or financial literacy. These decisions are also shaped by real-time global developments, pushing some causes into the spotlight. For instance, with the rising wealth of women (with $30 trillion expected to be transferred over the next decade) and the growing interest Gen Z has in philanthropy, the next few years may see an influx of donations allocated to gender equity, human rights, and environmental causes.

Drawing from his more than 30 years of experience as an independent philanthropy advisor working with nonprofits, donors, potential donors, and professional advisors, Rick recognizes the factors that make donors question which path to take – ultimately, often resulting in following trends. “Trust and reputation are key in philanthropy. Everyone wants to see the underdogs succeed, yet very few take the leap of faith and support them financially,” he reflects. “Consequently, the big players continue to dominate and thrive while grassroots institutions fight to stay afloat and fulfill their equally important objectives.”

To combat this “herd mentality” from a psychological standpoint, Rick believes that donors must determine what matters to them and direct their money into these areas. On the other hand, he recognizes that smaller organizations may lack the necessary support due to a lack of experience or poor marketing strategies. Bridging these gaps on both ends, Rick designed GiveTrust, a platform connecting nonprofits and donors based on a shared vision and aligning values.

“Some organizations aren’t representing themselves as effectively as large nonprofits are, which lowers donors’ confidence in them. GiveTrust provides that guidance for institutions while giving them more exposure and opening donors’ eyes to the vast sea of possibilities they don’t want to miss out on,” stresses Rick. “As a contributor, you want to know what’s the best horse to bet on, and GiveTrust lets you know what to expect from every nonprofit, especially the ones without sophisticated and catchy branding.”

GiveTrust also alleviates the pain points of generational wealth families, helping them navigate donations by identifying common ground and offering communication guidance. With research showing that regular family meetings remain the most effective wealth transfer planning strategy, with an 81% success rate, GiveTrust lends itself as a tool that sparks shared responsibility while honoring individual preferences. Among a kaleidoscope of other questions, Rick believes that identifying who you are as a family (what values drive you, where you want to see your impact, etc.), what the right gift vehicle is for your giving, and how you create grants is what gets the money moving in the right direction.

As the last component of The Philanthropy Guy’s winning recipe, he encourages donors to have difficult and uncomfortable conversations not only with their families but also with their advisors. To raise awareness on the most crucial topics, Rick recently spoke at an event on January 28th, 2025.

“Communication is how you make it all work: advisors will get more money under management, donors and families will be more satisfied, and nonprofits will get the support they need to sustain operations,” shares Rick with an optimistic message for 2025. “While trends dictate donor behavior for a reason, the most important thing to remember is that you can choose to finance what you believe will benefit the public good, make your own market impact, and fulfill your unique vision of philanthropy.”

Richard C Peck
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