By Teri Sullivan

The 2025 Bank of America Study of Philanthropy provides insights into how affluent households gave and volunteered in 2024, offering important implications for planned giving fundraisers. Here are some key takeaways:

1. Affluent generosity remains strong: 81% of wealthy households contributed a median of $33,219, supporting an average of five nonprofits. The percentage of affluent donors has declined overall from previous years, making donor retention and relationship building more critical than ever.
2. Donor motivations center overwhelmingly on belief in an organization’s mission and the sense that gifts can make a difference. Donors who perceive themselves as more knowledgeable about giving contribute significantly more and are far more likely to use planned giving vehicles such as charitable trusts and donor advised funds or make a bequest. Notably, 24% of affluent individuals already have or plan to establish a giving vehicle, and those identifying as “experts” in charitable giving show especially high engagement in long‑term strategies.
3. The study underscores the value of volunteering: Affluent volunteers give over three times more than non‑volunteers. Fundraisers should approach volunteer engagement as a pathway to deeper philanthropic commitment, including planned gifts.
4. Not surprisingly, communication preferences continue to evolve, and fundraisers should interact with their donors in the way(s) each donor prefers. After making a gift, donors prioritize transparency, responsible stewardship and assurance that their privacy and gift intent will be honored—all foundational elements of effective planned giving stewardship.
5. Finally, despite an estimate that only 9% of wealth is designated for secular charities through estate plans, planned giving remains a significant opportunity—especially as many affluent donors remain uncertain about the impact of their giving and are open to guidance.

For fundraisers, the message is clear: Know your donors, show them how their giving makes an impact and position planned giving as a natural extension of their values and charitable commitment.

Click here for the complete report.