Big changes are coming for charitable giving, and nonprofits can’t afford to be caught off guard.
On July 4th, 2025, Congress passed the One Big Beautiful Bill Act. It rewrote the rules for how Americans can support the causes they love. Starting in 2026, deductions will work differently for everyone, from first-time donors to major philanthropists.
That means new opportunities, new challenges, and a brand-new fundraising landscape.
As you can see, these changes go beyond just another policy tweak and have the potential to completely reshape why people give. Getting ahead of the change can only benefit you.
Over 90% of tax filers don’t itemize. In 2026, they’ll finally get charitable deductions up to $1,000 for individuals and $2,000 for joint filers.
Who they are People who make smaller, individual gifts. Recent data shows the average individual donation was around $125, with median gifts under $1,000 coming in around $20. Most spread modest contributions across several organizations.
What’s changing These donors finally have real financial motivation to give. But here’s the catch: the $1,000/$2,000 limit covers all their charitable giving combined, not just gifts to your organization.
Segmentation strategies
Messaging approaches Start talking to this group now about 2026. Focus on the new benefit without drowning them in tax complexity.
Example: “Great news! Starting next year, your gifts to [organization] will be tax-deductible even if you don’t itemize. More impact for causes you care about, plus savings on your taxes.”
Timing considerations January appeals might work better than year-end campaigns for this group. Early-year donors can maximize their deduction before hitting the cap through other giving.
Donors who itemize but give less than 0.5% of their adjusted gross income face new hurdles. They’ll need to hit that threshold before any charitable deductions kick in.
Who they are Typically households earning $75,000 to $200,000 who give $1,000 to $5,000 annually. They itemize for mortgage interest and state taxes but haven’t been big charitable givers relative to their income.
What’s changing A donor earning $100,000 must give at least $500 before any charitable deductions apply. This will probably encourage “bunching” – think of it as concentrating multiple years of giving into single tax years.
Messaging approaches Focus on giving optimization and multi-year impact rather than immediate tax benefits.
Example: “Consider making a multi-year commitment that maximizes both your impact and your tax benefits under the new rules.”
Channel recommendations These donors appreciate the details. Direct mail with helpful inserts or personalized emails with tax optimization examples work well.
Higher-income donors who itemize face a reduced deduction cap from 37% to 35%. Research projects this will reduce giving by $41 to $61 billion over the next decade.
Who they are Donors in higher tax brackets who factor tax implications into their charitable giving. They typically give $10,000+ annually and view tax benefits as part of their giving strategy.
What’s changing The two percentage point reduction might seem small, but it actually has a big impact on giving decisions for tax-conscious donors.
Messaging approaches Create some urgency around 2025 giving and present smart giving strategies for 2026 and beyond.
Example: “The window to maximize your charitable deductions under current rules closes December 31st. Let’s chat about strategies that protect your giving capacity beyond 2025.”
Communication methods Personal outreach from development staff, detailed written proposals, and one-on-one consultations work best for this group.
The 1% AGI floor on corporate charitable deductions will create cyclical giving patterns as companies concentrate multiple years of contributions into single tax years.
Who they are Corporate partners whose annual giving typically falls below 1% of their adjusted gross income. Most corporate contributions currently fall in this category.
What’s changing Companies will likely “bunch” charitable giving to surpass the 1% threshold. This creates irregular funding patterns.
Messaging approaches Focus on multi-year partnerships and flexible recognition programs that accommodate irregular giving patterns.
Example: “Partner with us on a three-year commitment that maximizes your tax benefits while ensuring consistent support for our mission.”
Relationship management Keep up consistent stewardship even during non-giving years. Corporate partners need ongoing engagement between bunching cycles.
The One Big Beautiful Bill Act marks the biggest shift in charitable giving incentives in decades. By 2026, every donor group will be making decisions in a completely new landscape. Nonprofits can ride the wave by both informing donors about these changes and meeting each group where they are, adjusting timing and messaging to fit both the tax realities and the human motivations behind giving.
Start the conversation now, while you’ve still got time to help donors understand what’s coming and shape their 2026 giving habits.
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