How high-capacity donors teach Tampa Bay’s nonprofits

Welcome to the Catalyst’s Community Voices platform. We’ve curated community leaders and thinkers from all parts of our great city to speak on issues that affect us all. Visit our Community Voices page for more details.

A recent webinar hosted by the Pinellas Community Foundation, “Decoding the Motivations and Strategies of High-Capacity Philanthropists,” offered a revealing look at how affluent donors are shaping the charitable landscape. Two members of the Catalyst Impact Council – Pinellas Community Foundation CEO Duggan Cooley, who served as moderator, and Habitat for Humanity of Pinellas and West Pasco CEO Mike Sutton were among the panelists at the Dec. 2 event, underscoring the relevance of this discussion to our region’s nonprofit ecosystem.

The conversation drew heavily from Bank of America’s biennial Study of Philanthropy, which tracks giving patterns among affluent households nationwide. The report shows that 81% of affluent households made a charitable donation in 2024. While that number appears strong, it represents a decade-long decline. Before the Great Recession, nearly all affluent households – 98% – contributed to charitable causes. The shift means nonprofits are depending more heavily on a smaller circle of high-capacity donors, making strong relationships and clear communication increasingly essential.

Panelists noted that many affluent individuals who did not give last year pointed to family financial obligations, economic uncertainty or donor fatigue. A surprising number said they simply weren’t asked. Cooley emphasized that while nonprofits often share updates or stories, donors still need a clear invitation and understanding of where their contribution fits.

One of the clearest themes in the report – and the panel’s conversation – is the rising influence of women and younger donors. Seven in 10 affluent Millennials and Gen Z households gave to charity last year, and 85% of affluent women contributed. With an estimated $100 trillion in wealth expected to transfer over the next two decades, women are poised to be primary decision-makers, often inheriting assets twice across their lifetimes. Panelists encouraged nonprofits to understand what motivates these donors now, noting that many place a higher premium on authenticity, values alignment and long-term community change than previous generations.

Throughout the discussion, relationship-building emerged as the through-line connecting all effective philanthropy. High-capacity donors want to understand not only what an organization does, but how it measures progress and adapts when challenges arise. Freddie Williams, CEO of the Boys & Girls Clubs of Tampa Bay, described how openly acknowledging his organization’s limitations around data capacity led a donor to fund major internal improvements. For that donor, the honesty itself built confidence.

This theme extended to the way organizations communicate impact. According to the study, more than 80% of affluent donors do not actively monitor whether their giving is achieving measurable results, and over half are unsure if their contributions make a direct difference. Yet donors who feel knowledgeable about charitable strategy tend to give substantially more and use more sophisticated giving tools – such as appreciated stock, donor-advised funds or IRA distributions. As Sutton noted during the panel, nonprofits can serve donors well simply by explaining the advantages of giving something other than cash, particularly in a strong market year.

Panelists stressed the importance of showing donors the work whenever possible. Across the country and in Pinellas County, volunteerism is increasing, including among younger donors who want hands-on opportunities to understand community needs. Program visits, service days and neighborhood tours help demystify nonprofit work and demonstrate both the challenges and the progress up close. Sutton pointed to Habitat’s long-term partnership with homeowners – often spanning 30 years – as a powerful way to illustrate the lasting impact of a single gift.

As the conversation turned toward the future, the panel agreed that philanthropy is entering a period shaped by impact investing, shifting tax policy and heightened expectations around collaboration and accountability. Organizations that demonstrate transparency, strong partnerships and data-informed outcomes may be best positioned to build lasting donor trust.

The discussion offered a clear reminder that meaningful giving grows from meaningful connection. Whether a donor is making a first contribution or planning a legacy gift, the most effective philanthropy begins with listening, asking questions and staying rooted in the long-term needs of the community.

Keara McGraw works with the St. Petersburg Group.