Podcast Summary: "We Are Leaving $52 Billion On The Table with Woodrow Rosenbaum"

Nonprofit Nation with Julia Campbell
Episode Release Date: November 5, 2025

Overview

In this episode of Nonprofit Nation, host Julia Campbell welcomes Woodrow Rosenbaum, Chief Data Officer at GivingTuesday, to discuss transformative findings from the GivingTuesday Data Commons. The pair explore how U.S. nonprofits are leaving an estimated $52 billion in annual giving untapped, based on new research. The conversation dives deep into on-the-ground fundraising realities, data-driven opportunities, overcoming scarcity mindsets, and practical strategies for unlocking generosity.

Key Discussion Points and Insights

1. Understanding the “$52 Billion Opportunity”

Timestamps: 03:15–08:09

• Woodrow describes the GivingTuesday Data Commons: a collective of 1,000+ collaborators across 50 countries, focused on generating actionable data for the nonprofit sector.
• Many nonprofits perceive a scarcity of resources, yet research models show up to $52 billion in missed annual giving from individuals alone.
• Julia stresses the need for nonprofits to view data as a “performance review, not a weather report”—something within their control rather than a matter of fate.

“It is, absolutely. It’s our report card, not a weather report, and we have agency to shift that.”
—Woodrow (05:58)

2. Breaking Down the Big Opportunities

a. De-Seasonalizing Giving

Timestamps: 09:05–11:40

• Nonprofits focus fundraising efforts at year’s end, but donor willingness is stable all year.
• If organizations increased mid-year engagement to match year-end activity, they could unlock at least $23 billion annually.

“People are just as likely to give in response to an ask in the middle of the year as they are at the end, but we're asking less.”
—Woodrow (10:35)

• Commercial (for-profit) sectors maintain steady engagement year-round; nonprofits could adopt similar rhythms.

b. Leadership Buy-in and “Donor Fatigue” Myths

Timestamps: 11:40–14:42

• Two hurdles: (1) upper leadership hesitance and (2) the mistaken belief donors are overwhelmed by asks.
• Donor fatigue is largely a myth; what fatigues donors is bad messaging, not frequency.
• Metrics matter: Avoid over-focusing on average donation size, which can hide a shrinking donor base.

“If you want to increase your open rate, just delete like half your list...but are we really measuring things that are going to affect our mission and fundraising results?”
—Julia (14:42)

c. Recurring Giving as a Priority Strategy

Timestamps: 16:38–20:15

• Only 2% of new donor gifts are recurring, but recurring donors have higher lifetime value and retention.
• Shifting just 5–10% more new gifts to recurring could yield $10–$20 billion more per year.
• GivingTuesday is a strong driver of recurring gifts—organizations should use such campaigns to set recurring acquisition goals.

“Those recurring donors have a higher lifetime value. It puts us in a healthier relationship with our donors—now I have a subscriber stewardship.”
—Woodrow (19:32)

d. Inviting the Unasked—Broadening the Donor Base

Timestamps: 20:15–26:31

• The biggest missed opportunity: Millions are ready, able, and even likely to give, but are never invited.
• Data show a growing population who would respond to an ask but are excluded—over-reliance on wealth screening and large donors exacerbates this.
• The “invitation gap” could be worth $19–$46 billion annually.

“There are many people who are eager, ready, willing, able to give, who are just not being invited.”
—Woodrow (24:41)

• “Donor engagement” means more than just frequent asks. It’s about offering diverse, meaningful ways to participate—volunteering, advocacy, social sharing, etc.

e. Peer-to-Peer and Multi-Channel Engagement

Timestamps: 23:48–27:50

• Peer-based and volunteer-driven fundraising can help reach the “unasked.”
• GivingTuesday’s data show most donors engage in multiple forms of giving on the day: money + other actions, not strictly donations.

“Most people are doing more than one thing, and the vast majority of donors are also taking some other kind of action. This is an indication of how we should be engaging.”
—Woodrow (27:09)

3. The Role of Storytelling and Human Relationships

Timestamps: 27:50–29:18

• In an era of automation and AI, authentic, mission-driven storytelling is nonprofits’ best advantage.
• Nonprofits must avoid using technology to scale bad (impersonal, transactional) practices and instead leverage it for personal connection at scale.

“My hope is that we don’t just use AI to do this poor job faster.”
—Woodrow (29:04)

4. Navigating Sector Challenges & Looking Ahead

Timestamps: 30:42–32:25

• Sector faces “insurmountable” challenges: declining government support, donor consolidation, economic headwinds.
• Yet, the data point to clear, actionable solutions, offering more hope than ever.
• Combining suggested strategies multiplies impact (the $52 billion figure is conservative and non-additive—combining levers can achieve more).

5. What’s Next for GivingTuesday Data Commons

Timestamps: 32:25–34:54

• Forthcoming research includes the “Generosity as Resilience” report, ongoing Giving Pulse surveys, and new data following GivingTuesday.
• Organizations are urged to broaden their donor bases and use moments like GivingTuesday to acquire and retain diverse supporters.

Notable Quotes & Memorable Moments

• “It’s not about an ask. It’s more about an invitation.”
  —Woodrow (13:58)

• “Donor fatigue is a myth. The answer isn’t do less of it; the answer is get better.”
  —Woodrow (12:50)

• “If we don’t do this, it used to be we should...now it’s an existential threat.”
  —Woodrow (25:14)

• “Storytelling is kind of like our last, best competitive advantage.”
  —Julia (28:09)

• “We don’t want things to be transactional now...what can we tell our donors that we do better than anyone else and bring them along?”
  —Julia (27:54)

Important Segments & Timestamps

• 03:15: Woodrow outlines action-based data as the Commons’ mission
• 05:58: Fundraising Effectiveness Project data is a “performance review,” not fate
• 09:46: “De-seasonalizing” giving could unlock $23 billion more
• 12:50: Donor fatigue is a myth—focus on quality, not quantity of messages
• 16:38: Shifting focus to recurring gifts and their value
• 20:15: The $19–$46B “unasked” donor gap and how to bridge it
• 27:09: Most GivingTuesday supporters give in multiple ways, not just donations
• 29:04: The double-edged potential of AI for donor engagement
• 32:25: GivingTuesday as the sector’s main acquisition moment and need for broad resilience

Takeaways for Nonprofit Professionals

• Be proactive: Don’t let data dictate your future—view it as guidance to improve.
• Engage donors year-round: People are just as likely to give mid-year—ask more, and strategically.
• Prioritize recurring giving: Make it a default, not an afterthought, in campaigns and outreach.
• Invite broadly: Rely less on wealth screening; connect with your widest community, including past volunteers, members, and engaged participants.
• Measure what matters: Don’t be distracted by vanity metrics; focus on donor retention, community size, and engagement depth.
• Leverage storytelling and technology for human connection: Use tools to help create and scale meaningful relationships, not just more solicitations.
• Hope is in the data: The opportunities are real and, with the right approach, achievable.

Further Resources & Where to Follow the Research

• GivingTuesday Data Commons: givingtuesday.org/data
• Regular reports include Generosity as Resilience, Giving Pulse, and Fundraising Effectiveness Project insights.

This episode serves as both a rallying call and a practical guide for nonprofits determined to grow their impact, diversify donor engagement, and claim their share of the billions in untapped generosity.