Chronicle of Philanthropy Documents 2009 11 % Drop in Giving

GivingTracker| The Chronicle of Philanthropy has released its Philanthropy 400 ranking of organizations that raise the most from private sources. Donations to the nation’s biggest charities dropped 11 percent last year, a decline that was the worst in the two decades.

Most nonprofits don’t expect 2010 fundraising to be much better, with a projected median increase of just 1.4 percent, according to The Chronicle.

The 400 institutions in the survey raised $68.6-billion in 2009.

The Top 10

Among the 10 charities that raised the most last year, six reported declines. Giving to United Way Worldwide (No. 1) decreased by 4.5 percent and to the Salvation Army (No. 2) by 8.4 percent, the smallest declines among the top-ranking groups.

Food for the Poor (No. 6) saw contributions fall by more than 27 percent, while donations to the Fidelity Charitable Gift Fund (No. 7) plunged by 40.3 percent, largely because it relies heavily on stock gifts, which were not very popular last year. Also reporting declines were the American Cancer Society (No. 8), where giving fell by 11 percent, and the Y (No. 10), which reported a 17.2-percent drop in donations. The Chronicle of Philanthropy

Only four of the top 10 saw contributions rise last year. They were Catholic Charities USA, the AmeriCares Foundation, Feed the Children and World Vision. Catholic Charities USA saw a 66% increase in donations.

An earlier article from The Chronicle painted a more robust 2010 picture of a recovery in charitable giving. Written on May 16, 2010, it references a single unexpected and large donation to Catholic Charities USA that may explain the huge increase in 2009.

A thread among the four major gainers of donor support in 2009 is a focus on improved connections between the donor and receiver. With massive amounts of charitable giving wasted, today’s donors seek a more personal involvement in their giving practices. Catholic Charities has embarked on a improved strategy of creating a more personal eperience of helping donors see the results of their gifts.

The 2009 results from 400 charities covered by The Chronicle of Philanthropy index are here.