Anonymous Giving Grows—lessons for nonprofits
by Jessica High

Ben Gose, a writer for the Chronicle of Philanthropy, reports that “data compiled by The Chronicle of Philanthropy, and anecdotal reports from fund raisers and advisers to donors, suggest that a rising number of people are choosing to give anonymously.”

From April to June this year, 80 of the 422 gifts over $1-million were made anonymously. Typically, only 3 to 5 percent of large gifts are made anonymously.

Indiana University’s Center of Philanthropy says that “an aversion to solicitations from other charities, and a desire to keep a gift secret from family or friends” are the main reasons why people prefer to keep their gifts anonymous.  These concerns become even more important when people are feeling the pinch of the economy.

 Donors continue to be flooded with requests for funding even as they themselves struggle to adjust. If they make a major gift publicly, they know they can expect even more requests from charities. They do not want to stand out either as flashing around extravagant amounts of money. Giving anonymously allows them to maintain their privacy and be considerate of others.

As charities are receiving these large anonymous gifts, it still is important to show how the money is being used. Wise stewardship is important—people want to know needs are being met. It serves as a testimony to other donors as well. Jan Pruitt, the executive director of a food bank that received a $1-million anonymous gift, says “once people’s eyes are opened to how much need there is, I think they will continue to respond[…].”

The lesson for nonprofits in all this? Respect relationships.

Solicitations that are desperate, sloppily written, or self-focused do not generate donations. What about the people behind those donations? Even when you are overwhelmed by the needs in your ministry, remember that your same donors probably are feeling some of the same effects. Be considerate and let them know they are cared for and that you understand.

Additional information taken from Chronicle of Philanthropy’s article Anonymous Giving Gains in Popularity as the Recession Deepens

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