Affluent Americans continue to demonstrate remarkable generosity and strategic thinking in their philanthropic efforts. Understanding how these influential donors shape their giving approaches provides crucial insights into the future of American philanthropy.
That’s why Bank of America partnered with the Indiana University Lilly Family School of Philanthropy to develop the 2025 Bank of America Study of Philanthropy: Charitable Giving by Affluent Households — the tenth study in our biennial series examining the philanthropic behaviors of affluent households in the United States.
A changing landscape reveals enduring commitment
The vast majority of affluent Americans continue to give generously. In 2024, 81% of affluent households made charitable contributions, with donors giving an average of $33,291 to charity — more than 10 times the giving level of the general population. This generosity persists even as the share of affluent households giving has declined from 91% in 2015, reflecting broader trends affecting American philanthropy.
Giving by affluent households and by the general population
Percent of households who give to charity
Source: Affluent data from 2025 Bank of America Study of Philanthropy; General population data from Philanthropy Panel Study (PPS), IU Indianapolis ScholarWorks, Indiana University Lilly Family School of Philanthropy.
Key findings
- In a shifting landscape, affluent Americans continue to lead in charitable giving.
- More and more affluent Americans volunteer their time.
- Affluent households use a variety of approaches to achieve their philanthropic goals.
- Charitable giving strategies and decision-making practices are evolving for affluent families.
- Affluent households of various wealth levels are learning to navigate in different environments.
What drives today’s philanthropic leaders?
Personal values remain the strongest motivator for charitable giving among affluent Americans. When deciding which causes to support, 68% of affluent donors are guided by their personal values or beliefs, while 57% are motivated by their interest in specific issue areas. This deeply personal connection to giving helps explain why 87% of donors report finding their charitable giving personally fulfilling.
Top 5 reasons affluent donors choose a cause or organization to support
Source: Affluent data from 2025 Bank of America Study of Philanthropy; General population data from Philanthropy Panel Study (PPS), IU Indianapolis ScholarWorks, Indiana University Lilly Family School of Philanthropy.