A report examines why charitable giving in the United States has been stuck at two percent of GDP since the 1970s and what it will take to increase it. Money for Good 2015, produced by the MacArthur-supported Camber Collective, provides marketing insights to motivate donors and is aimed at helping donors give effectively. Nonprofits can benefit from the report’s market segmentation research that details behavior and attitudes of donor types as they face the most diverse marketplace of giving yet. The report also identifies $47 billion in new and shifting giving potential.
