Part one in a three-part series.

By Gretchen Horn
Horn Research Services

Just as the environment around philanthropy is changing, the face of philanthropy is changing as well. Today many fundraisers and individual donors are questioning traditional thinking on how philanthropy has been implemented in the U.S. Long-established ideas of the demographic of donors and grant makers only included wealthy individuals and large foundations. Today, however, this group goes beyond this former definition to include venture philanthropy funds, giving circles, associations of immigrants who send money back to their home countries and philanthropic affinity groups that bring together funders around issue, mission or geography. Additionally, people who want to give have more choices than ever before.

Philanthropy Today:

Attitudes and patterns of philanthropy are changing and new trends and alternatives are emerging. Some examples of these shifting habits are:

• Donors have been traditionally known to give later in life. Now, people are giving throughout their lives.
• Philanthropic institutions and giving was led by older, white males. Today, the leadership and demographics of philanthropy is diversifying.
• Donors support institutions in their local communities. With globalization and a broader access to information and communication, donors are supporting not only their hometown institutions but organizations across the globe.
• Historically, donors have not shown great involvement with the organizations that they support. Today, donors are more likely to partner closely with an organization and work together towards the mission.
• Generally, donors have given alone. Now, donors work independently as well as collaboratively with others to achieve a philanthropic goal and social change.

Donors have been content to give gifts. These days, donors look at their contributions to an institution as an investment and as such expect reports on how their support is being used. Donors are taking the lead in demanding accountability from the organizations that they support.