Does charity still begin at home?

Charity begins at home. That is what we’re often told, but what do you do if charity at home seems to be completely non-existent?

This is the conundrum facing the USA, as data from the Fundraising Effectiveness Project (FEP) states that the number of donors in the US fell by around 3% for the first nine months of 2025, compared with the same period in 2024, meaning that charities are on course for a fifth consecutive year with shrinking donor rolls.

What exactly is behind this decline in fundraising?

It would be tempting to blame President Trump, and whilst it is true that his diatribe against certain charities as wasteful and politicised, he is not the sole reason. According to the FEP, one explanation could very well be about affordability. 

Despite salaries rising in real terms over the past decade, surveys show that many Americans are worried about the cost of living, with over half of Americans replying to a survey by McKinsey saying that they were worried about rising prices. Furthermore, nearly a quarter fretted about making ends meet. What’s more, another common reason given by Americans in 2024 for why they couldn’t donate was that they could not afford it.

Another reason could well be the decline in religiosity amongst Americans. Many religions teach their followers to be generous and the religiosity of the USA has been one of the prime reasons for its generosity amongst countries in the rich world. However, with recent survey data from Gallup showing that faith is declining within the States faster than any other country, donations to religious organisations have fallen to less than a quarter of what they were in the 1980s. 

All told, the non-profit sector is now relying on fewer donors to be more generous. Something that is never a good thing be it in business or life.