What Giving USA '25 said re: Grants & DAFs
File under: New secrets for grantwriting success
Beneath the Headlines:
What the Trends Highlighted in Giving USA 2025 Really Mean for Charities Chasing Grants and DAFs
"After 23 years in this field, I can tell you: [today's grants marketplace] is not business as usual. I break down five critical insights from Giving USA 2025 for grant-seeking organizations...."
Excerpted below with permission, an important guest post by expert Lauren Steiner, founder/CEO of Grants Plus; published first as a public service on LinkedIn....
Total giving in the U.S. hit $592 billion in 2024—up 6.3% in current dollars and 3.3% adjusted for inflation. But behind the big number lies a more complex story for institutional fundraisers navigating foundation and corporate philanthropy.
Here’s what I’m seeing—and what grant-seeking organizations should take seriously.
Foundation Giving Remains Strong—And This Is the Moment to Align Boldly
Foundation giving stayed above $100B for the third consecutive year, buoyed by a strong stock market and multi-year averaging formulas. Many funders entered 2025 with healthy grantmaking capacity—and they’re looking to put those dollars to work.
But, of course, funders aren’t writing blank checks.
We’re seeing greater differentiation: some are recommitting to unrestricted, trust-based giving, while others are returning to programmatic and data-intensive strategies. What they have in common is the need for alignment.
As Carrie Dahlquist, Co-Chair of the Giving USA Foundation | The Giving Institute GUSA Review Board on Methodology put it: “This is a moment to pursue bold, well-aligned requests.” The dollars are there—for those who know how to ask.
What to do:
Requalify your institutional prospects now. Don’t rely on past assumptions—test for where prospects are focusing and how they want to partner.
Make your proposals easy to say yes to. Lead with clarity on alignment, and structure your narrative with a “dual track”: one path for measurable outcomes, one for mission connection.
2. Corporate Giving Grew—But You May Have to Chase It Across the Org Chart
Corporate giving rose to ~7% of total charitable giving in 2024—a modest but real gain, fueled by record profits and a strong economy.
But here’s the catch: a shrinking share of those dollars come through corporate foundations alone. The real money is scattered across departments—marketing, ESG, HR, CSR . These dollars often show up in the form of:
Employee matching gifts
Cause marketing campaigns
Event sponsorships
Skills-based volunteering
Strategic philanthropic initiatives (which may or may not be led by corporate foundations)
What to do:
Start by asking better questions. If you’re connected to the corporate foundation, ask your contact: “Who leads ESG for your company? Would you be open to introducing us?” “Are there other teams exploring community partnerships right now?”
Research the whole corporate citizen. Scan the company’s sustainability reports, DEI statements, earnings calls, or LinkedIn content to understand how they publicly frame their social impact priorities. Look for alignment between your impact and their language—climate resilience, workforce inclusion, youth opportunity, etc.
Don’t stay in your box. If you’ve only been talking to the foundation officer, consider taking your proposal as far up the chain as you can. Companies making big bets on strategic giving are elevating those decisions to the CMO, Chief Sustainability Officer, or even the board.
Design proposals with layered ROI. Don’t just talk outcomes. Talk brand visibility, employee engagement, internal equity impact, public alignment with ESG goals. Package your partnership as a win-win for purpose and profit.
This is no longer about “asking for a grant.” It’s about making a strategic offer to a business partner, an offer that meets both their mission and their metrics.
3. The DAF Surge Continues—and Deserves a Smarter Strategy
Donor-advised funds (DAFs) are no longer a fringe mechanism. They’re now a dominant force in institutional giving, especially at the community foundation level. Nearly 50% of community foundation revenue is now DAF-driven.
But here’s the catch....
Above, you sampled 2.5 of Lauren's "critical insights." The full article lists 5 major things to think about — including how to handle talking about DEI to funders in these contentious times. Read Lauren's entire article HERE.
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