Major Gifts Fundraising Trends – Anonymous Giving

Major Gifts Fundraising Trends – Anonymous Giving

By Tom Wilson Major Gifts Guru

When the economy was expanding dramatically, people loved to get the attention of making a $10 million gift, a $100 million contribution. It showed they had the money and could afford to spend it philanthropically.

Times have really changed.

Many people still want visibility and as a major gift fundraiser I encourage people reluctant to be visible to come forward as role models for others.

However, we’re starting to see more anonymous giving in the campaigns we manage and we’re seeing some notable examples in America.

A post a few weeks ago mentioned the nearly $70 million given away to women-led institutions of higher education. The donor is completely anonymous.

Just recently an article in The New York Times reported on the results of the 2009 Robin Hood Event in New York City. This charity is the focus of Wall Street and many prominent hedge fund managers. This year, each guest had a hand-held device to use to make an anonymous contribution to Robin Hood.

Bucking the trend at the event was George Soros who announced a $50 million pledge to provide basic food and shelter support for people in New York City. He made his gift conditional on a similar amount being raised in the next two years by Robin Hood. Soros stated:

“Just as needs have increased so tremendously, the philanthropic organizations have been also victims of the crisis, and they have to cut back. We want to reverse that with this gift. We do some cutting-edge things in advocacy on many issues and we will continue to do that, but this is an exceptional situation and it calls for an exceptional response.”

We also heard of one of the major banks giving $25,000 to sponsor an event they have traditionally supported. This year however, instead of a banner and their name in lights, the bank wished to remain anonymous.

Let me know what you're hearing about anonymous giving in your community.

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