Growing Italian Generosity Observed, Yet Decreasing Pool of Prospective Donors
The research "Donors, Donations and Corporate Social Responsibility 2023," conducted by Emotional Marketing in collaboration with Atlantis Company, provides a deep dive into the current landscape of charitable giving. The study, carried out in July 2023, was based on a representative sample of a thousand people aged between 18 and 70, who are sensitive to the third sector.
The research reveals a significant shift in giving patterns since 2019. The number of non-donors has increased from 17% to 34%, while the percentage of people who have chosen not to donate has doubled in four years. This erosion of trust in the third sector has contributed to a persistent decrease in charitable giving across donor groups, particularly among small and new donors.
The pandemic has played a role in this change, with some of the 'undecided' choosing to support a charitable organization for the first time. However, the research also indicates that these initiatives have often proven ineffective and not always transparent, further contributing to the climate of mistrust.
The average donation amount has risen from 51 to 62 euros (+21%) between 2019 and 2023, but the number of regular donors (those who have made more than one donation in a year) has only increased from 17% to 19%. This suggests that while donors are giving more, they are doing so less frequently.
Fundraising efforts directed at beneficiaries without the mediation of non-profit organizations have also increased. Major emergencies in recent years have impacted the socio-economic context of the country, leading to a shift in giving methods. Organizations are using tools and channels other than the 'classic' donation, such as solidarity purchases and integrated CSR projects.
To recover donor trust and giving levels, experts suggest nonprofits adopt strategies focused on transparency, demonstrating impact, and donor engagement. Organizations should publish detailed annual financial reports, clearly show what percentage of donations directly fund programs, share measurable outcomes, and openly communicate both successes and challenges. They should also provide information about governance and be responsive to donor inquiries.
Donors themselves are advised to research and support charities with proven effectiveness and clear impact metrics, using tools like Charity Navigator to distinguish between organizations merely with good intentions and those delivering real results. These approaches aim to rebuild confidence by ensuring donors see accountability and real-world benefits connected to their donations, helping to reverse declines in giving caused by eroding trust and uncertainty.
The Third Sector responded promptly and effectively to the emergency during the pandemic. However, organizations must operate on multiple fronts, including strengthening their relationship with active donors and recovering the relationship with potential donors. The pool of potential donors (people who have never donated but express interest) has significantly decreased, from 32% in 2019 to 14% in 2023.
Corporate giving faces challenges from new tax legislation and economic uncertainty, potentially reducing giving by billions over coming years and causing irregular giving patterns that disrupt nonprofits’ financial planning. Nonprofits and corporate donors must adapt to these shifts to ensure the sustainability of their giving programs.
References:
[1] Data Source: Charity Navigator, 2025 [2] The Chronicle of Philanthropy, 2023 [3] Forbes, 2023 [4] The New York Times, 2023 [5] The Wall Street Journal, 2023
The research findings indicate that technology-driven fundraising methods, such as solidarity purchases and integrated CSR projects, are becoming increasingly popular among organizations in the third sector.
To rebuild donor trust and increasing giving levels, technology solutions may play a crucial role by providing transparency and real-time impact metrics. This could help donors make informed decisions and ensure accountability, contributing to the reversal of declining trust and uncertainty in charitable giving.
