As the holiday season approaches, 97% of end-of-year donors say they plan to give because they feel deeply connected to specific causes. But what exactly inspires their generosity? Here are five key insights into the causes American donors are prioritizing in 2024 – and what nonprofits can do to tap into this giving spirit.

1. Health and Poverty Top the List

Health-related causes and poverty alleviation are front and center for U.S. donors in 2024, with two-thirds of donors planning to support at least one of these areas. More than four-in-ten U.S. donors say they have or will donate to causes related to health (46%) or poverty (43%) before the end of the year. While children and youth initiatives (26%), religious efforts (25%), disaster relief (25%), and animal welfare (23%) are also on the radar for U.S. donors, they trail behind significantly.

3. Local Causes Lead the Way

U.S. donors are focused primarily on domestic causes, especially those in their local area. Nearly all donors (97%) will contribute to domestic efforts, and a substantial 84% prioritize giving to organizations that serve their local communities. However, 12% of donors responded they have or will donate internationally in 2024, which is great news for international charities as they look towards their final campaign pushes for year-end giving.

4. Donating Internationally Remains Rare

About one-in-ten (12%) donors say they will have given to international causes in 2024. Although this number is on the lower end, this group represents a powerful opportunity for global impact. For donors passionate about international issues, their contributions can have an outsized effect. Many communities around the world face urgent challenges, from poverty and food insecurity to environmental crises, where even modest donations can bring transformative change.

Focusing on transparency, compelling storytelling, and showcasing measurable outcomes will help international charities connect with these dedicated donors and turn their generosity into meaningful action.

5. U.S. Donors Who Give Internationally Focus Their Giving on Causes Abroad

Among those who do donate internationally, their support is substantial – typically allocating 52% of their total charitable contributions to global causes.

For international charities, this insight is crucial. This demonstrates that while the pool of potential American donors interested in global giving is smaller, they are highly engaged and often allocate a significant portion of their charitable budgets to international causes. By effectively communicating the unique and far-reaching impact of their work, these organizations can inspire donors to look beyond borders and support critical initiatives that might otherwise go unnoticed.

What Does This Mean for Charities?

If your organization is fundraising in the U.S., keep in mind that most American donors focus their contributions on a few select causes. To attract their support, here’s how to stand out:

1. Align with Donor Priorities. Highlight how your organization addresses issues that resonate most with donors, such as health and well-being, poverty, or food insecurity. These topics are particularly compelling during the holiday season when people are most interested in giving.
2. Tell a Compelling Story. Even if your cause isn’t among the most popular, ensure your messaging creates an emotional connection. Use your fundraising materials to craft a persuasive narrative that explains why your work matters and why donors should care deeply about your mission.
3. Engage Internationally Minded Donors. While fewer Americans consider giving abroad, those who do can be exceptionally generous. A strong, convincing case for your international work can inspire these donors to support your cause.

By focusing on donor priorities and crafting meaningful stories, your organization can inspire greater giving during the holiday season and beyond.