Economic Jitters Won't Deter Americans' Generosity on Giving Tuesday, Charity Expert Says

December 2 is this year’s Giving Tuesday — the global day of giving that follows Black Friday and Cyber Monday. Despite economic uncertainty, Americans remain broadly committed to philanthropy, according to Michael Thatcher, president and CEO of Charity Navigator.

Key findings

Charity Navigator surveyed roughly 1,400 users at the end of October. About 32% said they plan to give more this year, 41% expect to give about the same, and 8% plan to give less. Thatcher noted that these figures indicate continued donor engagement. He also highlighted a roughly 600% surge in donations to food banks and pantries in late October, a spike that coincided with cuts to SNAP benefits.

Giving Tuesday vs. crisis giving

Thatcher draws a clear distinction between reactive crisis giving and intentional Giving Tuesday contributions. "Crisis giving is reactive. Giving Tuesday is a chance to focus on what you personally care about," he said, emphasizing that the annual event gives donors an opportunity to support causes they choose thoughtfully.

How to decide where to give

With inboxes full of fundraising appeals, Thatcher recommends starting with the causes that matter most to you — education, health, food security, climate, or others — then narrowing your focus. He warned against letting marketing or urgency drive decisions and urged donors to be vigilant about fraud and lookalike organizations, which proliferate around major crises and high-profile giving days.

What evidence and metrics should donors look for?

Charity Navigator evaluates charities across several dimensions. Thatcher recommends donors consider:

• Financial health and governance: Review up to three years of IRS filings to assess stability, whether an independent board is in place, and the nonprofit’s ability to weather downturns.
• Efficiency and outcomes: Look for clear measures of effectiveness and cost per outcome so you can estimate what your gift is likely to achieve.
• Community engagement: Strong organizations listen to and adapt based on the communities they serve.
• Leadership and adaptability: Seek clear strategies and plans for execution, especially when needs change rapidly.

Who is giving

Demographically, Charity Navigator’s donors skewed somewhat older and female in the most recent data: about 53% were women, and roughly 42% fell into the 65–74 age bracket; the 25–35 group was the next-largest cohort. Younger donors, including millennials and Gen Z, are more likely to volunteer time and prefer cause-based giving, even when they have less disposable income.

Bottom line

Thatcher’s advice for Giving Tuesday is straightforward: pick the causes you care about first, verify the charity, and look for evidence of impact. Favor organizations that listen to the people they serve and invest in capable leadership and clear plans to deliver results.

By Lauren Young