A groundbreaking study produced for the Community Foundation of Broward examines charitable giving patterns and reveals opportunities to nurture a more vibrant culture of local philanthropy.

“Unlocking Opportunities: Shaping the Future of Charitable Giving in Broward County,” conducted by the Indiana University Lilly Family School of Philanthropy, looks at the generosity and untapped philanthropic potential of the county. This deep dive into local giving blends data insights with perspectives from the community garnered through interviews with residents to offer recommendations for elevating philanthropy in Broward County.

“This insightful report about Broward County’s giving potential shows that our community can create an even greater charitable impact if nonprofits grow and evolve their outreach and collaboration with those who want to support the community they love,” said Community Foundation of Broward President/CEO Jennifer O’Flannery Anderson, Ph.D. “Giving can be done in small and large ways. We have to foster that propensity to give.”

Key findings include:

• Giving in Broward County remains lower than in similar-sized communities. Household characteristics such as age and marital status, as well as the cost of living in Broward County, help explain the difference. Focus group participants who had not given in the past year cited healthcare costs, caregiving, and other unexpected life circumstances as the top reasons that they were not able to give to charity, but they expressed hope they could give again in the future.
• Opportunities to expand philanthropy in Broward County require long-term commitment from local nonprofits. Participants frequently highlighted nonprofits’ organizational leadership and demonstratable impact as important in their philanthropic decision-making process. Focus group participants who did not give locally reported that they did not have personal connections at local organizations.
• Identity plays an important role in how and where Broward County households give. Research shows that diverse populations have unique concerns, motivations, and approaches to charitable giving, and that diverse donors have not always been included in mainstream philanthropy. To engage with donors from these communities, nonprofits might consider adapting their communications and fundraising approaches accordingly.
• Donors find fulfillment through broader forms of generosity, including volunteering at events, serving on boards, and leveraging their personal and professional connections to expand the nonprofit’s reach. Many participants wanted to give to organizations where they had the opportunity to give in many different ways.
• Individual trust levels in nonprofits are generally high, with some exceptions. In Broward County, focus group participants generally reported high levels of trust in nonprofits. Participants had lower levels of trust in organizations that they perceived as wasteful or dishonest.
• Interest in donor-advised funds (DAFs) and other newer strategic giving vehicles is growing, especially among diverse donors. A substantial portion of participants reported they had made a change to their giving patterns in the last few years to be more strategic. The majority of participants reported that the events of the last five years, including the COVID-19 pandemic, did not have as large an impact as their personal milestones, such as retirement.

Implications for Broward and other communities

While many of the report’s findings are unique to the Broward County community, it also includes recommendations for nonprofit leaders, funders and donors elsewhere seeking to strengthen connections within their communities.

• Build a culture of giving. Nonprofit leaders may want to review internal operations, including aspects such as recruitment, employee retention, and advancement. Additionally, including all forms of generosity in the fundraising cycle from cultivation to stewardship can enhance relationships.
• Build bridges to meet next-gen and diverse donors where they are and create opportunities for engagement. As younger, more diverse generations’ influence increases, it is important for nonprofits to build trust with them. This requires authentic engagement by creating meaningful opportunities beyond giving money, such as volunteering or attending events.
• Find or create giving opportunities that are fun. Many participants reported that getting involved in the local community during potentially difficult life transitions, such as retirement or moving to a new area, can be especially rewarding.

“Philanthropy is deeply personal, shaped by individual experiences, traditions and connections. Identifying key themes and practices that resonate with residents of Broward County and beyond equips organizations and donors with insights to deepen their philanthropic connections,” said Una Osili, Ph.D., Associate Dean for Research and International Programs at the Lilly Family School of Philanthropy. “We are pleased to collaborate with the Community Foundation of Broward to help advance that goal.”

CLICK HERE TO DOWNLOAD THE REPORT

More About the Lilly Family School of Philanthropy

The Indiana University Lilly Family School of Philanthropy at Indiana University Indianapolis is dedicated to improving philanthropy to improve the world by training and empowering students and professionals to be innovators and leaders who create positive and lasting change. The school offers a comprehensive approach to philanthropy through its undergraduate, graduate, certificate and professional development programs, its research and international programs, and through The Fund Raising School, Lake Institute on Faith & Giving, the Mays Family Institute on Diverse Philanthropy and the Women’s Philanthropy Institute.

Partner with the Community Foundation of Broward to be more strategic and impactful with your charitable giving. To learn more, contact Vice President Kelly Marmol at kmarmol@cfbroward.org or 954-761-9503.