GivingPulse: Data for Fundraising Planning

In this episode of the First Day Podcast, host Bill Stanczykiewicz, Ed.D. chats with Woodrow Rosenbaum, Chief Data Officer for GivingTuesday, about the "Giving Pulse" tool—a data-driven approach to tracking generosity trends in the U.S. Woodrow explains that Giving Pulse provides weekly insights into American giving behaviors, helping nonprofits understand how and why people give. This tool surveys a representative sample of U.S. adults and reports quarterly on these trends, offering a real-time pulse on generosity. The conversation looks at how this data is gathered and made representative. Woodrow highlights the use of census data to ensure diversity in the survey panel and discusses how income is factored in after data collection. He notes that generosity extends beyond donations to nonprofits, encompassing informal acts like mutual aid and community support. This broader perspective is essential for understanding how to engage more people in giving, especially those not typically targeted by traditional fundraising methods. Woodrow also touches on a significant finding: nonprofit solicitation efforts have a direct impact on generosity. In Q2 2024, both solicitation and giving saw a downturn, showing how reduced engagement can limit opportunities for people to give. He stresses that fostering generosity isn’t just transactional but should be seen as a dialogue that invites diverse participation. The episode wraps up with practical advice for fundraisers on using Giving Pulse data. Woodrow encourages nonprofits to shift away from focusing solely on high-net-worth donors and to embrace a more inclusive approach to fundraising. This inclusive strategy can unlock the potential for greater community support and foster a culture of generosity. For those interested, Giving Pulse data is available at https://www.givingtuesday.org/, alongside a helpful field guide for using this information to enhance fundraising efforts.