Perception matters: What nonprofits can do with GivingTuesday’s new insights on community generosity

GivingTuesday’s latest analysis on “The Perception Effect” confirms something many in the nonprofit space have probably felt firsthand: When people see generosity happening around them, they lean in a little more.  

But with the numbers in hand, nonprofits can tweak their messaging and strategies to really build on that to activate generosity, unifying people in a seemingly divided world. 

Here’s how. 

A quick recap of the data: perception amplifies behavior 

GivingTuesday looked at how people view their own willingness to help others and how they perceive the generosity of those around them. They found clear, statistically significant patterns: 

• People who personally value helping and believe their community shares those values score highest on the measure of generosity, civic engagement and willingness to help across differences. 

• People who value helping but feel isolated in a less generous community score significantly lower. 

• And even those who aren’t naturally wired for giving score higher when they feel surrounded by do-gooders. 

Put simply, believing you’re part of a generous community makes you more likely to act generously. 

This wasn’t surprising to me. And honestly, it was encouraging to see it quantified so clearly. We’ve watched generosity surge in hard times (COVID-19, government shutdowns, natural disasters) because people perceive greater need and watch their neighbors respond. In some of the most challenging seasons of our recent history, media outlets ran out of things to report, yet generosity kept rising. Community and generosity are clearly linked. 

GivingTuesday just gave us the data to back that up. 

Why this matters now, especially in a divided climate 

We’re living through a period of social tension, polarization and fear—conditions that could easily dampen generosity.  

But the data says that even when people disagree politically or culturally, most still want to help. Nearly half of the respondents agreed with all three statements, reflecting a broad, unconditional helping mindset. Only about 6% disagreed with all three. 

That means nearly everyone else is either already inclined to help or open to influence. 

Perception is powerful enough to bridge divides. Even people who say they don’t typically help outside their immediate circle take more action when they believe others in their community are stepping up. 

What should nonprofits do with the data? 

1. Make generosity visible, loudly and consistently 

If perception of generosity boosts actual generosity, then nonprofits need to spend more time showing generosity in the community:

• Highlight volunteers showing up. 

• Tell stories of neighbors helping neighbors. 

• Celebrate community impact publicly, not just in reports, but in real time. 

Visibility creates momentum. It nudges those open to influence and reinforces those who are already generous. But visibility demands channels and tools built for scale. 

That's where your tech stack becomes critical. Modern CRMs, automation platforms, and AI-assisted tools allow nonprofits to show generosity happening in real time—and tailor those stories for each audience segment. 

2. Normalize helping across differences

One of the most powerful parts of this study is how it connects civic intent to helping outside one’s own inner circle. 

Nonprofits can model that behavior by: 

• Showcasing stories on social media that intentionally draw in diverse audiences. 

• Lifting up beneficiaries and volunteers of different backgrounds. 

• Emphasizing shared values rather than ideological differences. 

When people see diverse generosity, they adjust their perception of what’s “normal” in their community, and many will follow suit. 

3. Create opportunities for collective action

Perception strengthens when giving feels communal. 

Instead of asking supporters to act alone, frame campaigns around: 

• Technology that lets you show live progress toward shared goals (“Let’s reach 1,000 meals together by Friday!”) 

• Social tools that highlight community participation (“Your neighbors have already contributed 700 coats”) 

• Shared experiences (volunteer events, neighborhood cleanups, peer-to-peer challenges) 

People are more likely to participate when they believe others already are. 

4. Share indicators of community need and response

The more people perceive both need and generosity around them, the more likely they are to respond. 

Nonprofits should not hesitate to: 

• Share increasing demand 

• Highlight rising costs 

• Communicate gaps in services 

Today, data tools, dashboards and integrated platforms can help nonprofits communicate need quickly and contextualize it with community action. 

Pairing need and response consistently shapes the perception that “people like me” give, even when resources are tight. 

5. Help supporters see themselves as part of something bigger

The data tells us that alignment between personal values and perceived community norms is a strong predictor of generosity. So part of your job is to reinforce that alignment. 

Use language like: 

• “Together, our community…” 

• “People across our city are stepping up…” 

• “You’re part of a network of neighbors making this possible…” 

Helping donors see themselves within a generous collective increases their likelihood of continuing to act generously. 

Generosity is contagious 

Perhaps the most heartening insight from this study is just how influential generosity really is. Even people who aren’t high-intent givers become more generous when they believe they’re surrounded by generous people. 

If you want to grow generosity, help your community see the generosity already happening around them. The data shows they’ll follow.