Nonprofits are an integral part of society, uniting like-minded individuals to make a positive impact. Statistics attest to these organizations’ importance, with 60% of American households giving to causes. Individual contributions account for 64% of donations ($319.04 billion in 2023) while corporate donations amass more than $21 billion, showcasing that there are people who want to help.

But there are two sides to the nonprofit coin; with 1.4% more nonprofits emerging in the US each year leading to more than 1.8 million organizations in the US is heartwarming, the same institutions that are praised for their nobility and dedication grapple with endless financial challenges. For instance, for every 1,000 fundraising emails, nonprofits only raise an average of $90. The implications of these trends are many-faceted, starting with a staggering 68% of organizations planning to cut programs and services in the next one-to-two years. Long-term, consequences are more severe, with 30% of the successful nonprofits (50% of all founded organizations) being forced to close down within a decade.

For Richard “Rick” C. Peck, also known as “The Philanthropy Guy,” the challenges nonprofits are facing are a result of a fragmented industry devoid of outcome-driven collaborative solutions. Drawing from his almost 30 years of experience in philanthropy and financial services, Rick founded Richard C. Peck Consulting, LLC and The Philanthropy Guy, LLC, marking his pursuit of redefining the ecosystem’s dynamics and encouraging professionals to come together and enrich nonprofits’ strategies with tailored services.

In the consulting landscape, Rick works with nonprofits trying to raise funds by elevating their existing programs. As The Philanthropy Guy, he focuses on comprehensive education, providing nonprofits, donors, and professional advisors with high-tech tools and fresh ideas to fuel their success. For example, Rick hosts the Money to Give Podcast which broadcasts in over 10 countries, where he educates listeners on how nonprofits can most effectively showcase their mission and vision and raise as much money as possible; how donors and potential donors can make the greatest impact possible in the world; and how professional advisors, including philanthropic advisors, can offer the most up-to-date information and services to their clients. Both Richard C. Peck Consulting and The Philanthropy Guy strive to redefine the industry with cutting-edge solutions, from high-tech tools to fresh ideas, that address nonprofits’ needs in the 21st century.

His efforts have been fueled by witnessing first-hand the struggles nonprofits encounter. “Often, organizations will hire a consultant to help them curate a strategy. But then the contract ends, leaving a nascent institution with high-level advice and no further guidance,” adds Rick. “The plan is just the beginning; what really matters is how you execute it. I realized that to ensure promising strategies aren’t collecting dust on the shelf, nonprofits need support every step of the way.”

On a mission to provide clients with a truly all-encompassing suite of services, Rick created the Independent Philanthropy Advisory Referral (IPAR) Group, a cohort of independent specialists, from grant writers, graphic designers, and database specialists to copywriters and marketers, all of whom serve nonprofits through a collaborative approach. Defying conventional consultancy, IPAR empowers nonprofits to curate their own team of professionals without the need to hire an entire company.

Reflecting on the inspiration behind IPAR, Rick shares: “The philosophy is simple—I know what I’m good at and I know where I need the expertise of others. I’m very transparent about that and never pretend to be someone I’m not. While I’m confident in my fundraising skills, I know that nonprofits would benefit more from another grant writer or another researcher. The nonprofits may not know what they need to know, and it’s our job to fill these knowledge gaps.”

Within only nine months, a group of seven Independent Philanthropy Advisors grew to a division of 35 professionals, with more specialists joining IPAR soon, according to Rick. This method’s benefits are three-fold, empowering advisors, nonprofits, and the industry as a whole. For nonprofits, this à la carte approach offers a robust, cutting-edge system that understands their ever-evolving needs. On the other hand, independent experts are able to maintain their autonomy while being part of a ground-breaking movement, simultaneously enriching the nonprofit sphere with all-encompassing services that fuse the diverse expertise of all members.

Just like many advisors, Rick introduces attainable, digestible solutions for nonprofits to enhance their strategies. For instance, ignited by the upcoming “most giving time of the year” – December, especially around New Year’s Eve – he developed a Ten Things to Consider As You Prepare for Year-End Fundraising presentation. While these tips, from creating a feel-good essence and sending segmented emails to publicly expressing gratitude, are an effective way to magnify fundraising plans and attract donors, they are only a part of a larger conversation, a narrative that the IPAR group addresses with its comprehensive, long-term, all-year-round approach.

The cohort is presently expanding into other niches, including advice for donors and their families as well as facilitating professional advisors to make referrals, promising to provide all parties of the nonprofit arena with the necessary support to thrive. “It’s important to us that we’re not only helping nonprofits receive money but that we are connecting the dots by working with donors so that they know how to make the most impact, and, are also helping professional advisors so that they know how to and where to make referrals,” expands Rick.

Enriching this blueprint are Rick’s other ventures, like the upcoming GiveTrust app designed to match donors and nonprofits, as well as projects in partnership with Daylight Advisors. For example, the Impact Philanthropy Advisor (IPA), a certificate that offers the skills and connections to confidently support the needs and expectations of families, organizations, and communities, has officially launched, with over 75 learners already enrolled and another 75 due to start next spring. The American College of Financial Services’ Donor-Advised Fund Certificate launches in April 2025, a first-of-its-kind comprehensive training program to learn everything one needs to know about donor-advised funds (DAFs).

“Nonprofits are the pillar of society, sparking unity, selflessness, and a genuine desire to help others. But while their missions are remarkable and promise a true impact in the future, many of these organizations struggle with strategic plans, marketing, and attracting donors,” shares Rick. “There is help available, but individual services address only a part of the issue. IPAR provides nonprofits with what they truly need – a community always available to help and passionate about driving their success together, one collaboration at a time.”

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.”