Fundraising Talks – November 2025

Welcome to the November edition of Fundraising Talks!

Thanksgiving, Giving Tuesday, and all the festive holiday celebrations are just around the corner as we begin the countdown to another year-end. While states navigate the impacts of federal shutdowns and budget cuts, higher education institutions are finding ways to address new challenges. It’s encouraging to look back at previous difficult times—such as the Great Recession and the recent pandemic—and see how institutions overcame adversity. WalletHub’s recent findings on states where college education costs the most and least rank Maryland 43rd on the list. While higher education costs in Maryland are not among the highest, it’s interesting to see how the state ranks in charitable giving.


WalletHub also analyzed and ranked the generosity of each U.S. state, considering factors such as income donated, volunteer hours, and public charities per capita. Based on their findings, Wyoming, Utah, and Maryland emerged as the top three most charitable states in 2025. Rounding out the Top 10 are Minnesota, Virginia, Colorado, Delaware, Maine, Pennsylvania, and Oregon. Wyoming claimed first place due to high annual volunteer hours and donating about 4 percent of adjusted gross income to charity. Utah ranked second for its highest volunteer rate and donations of around 3.5 percent of adjusted gross income. Maryland ranked third for having the highest percentage of taxpayers who donated to charity, with Marylanders contributing approximately 2 percent of their adjusted gross income. This data can be combined with donor and prospect information to inform fundraising strategies.

Development professionals can use this insight to prioritize outreach in the most charitable states. For example, Maryland ranks in the top three for charitable giving, with over 16 percent of taxpayers donating to charity—one of the highest percentages nationwide. Beyond monetary giving, Marylanders also show generosity through clothing donations and other charitable activities. Advancement teams can tailor outreach based on cultural preferences: offer volunteer opportunities to alumni and friends in Utah, while focusing on income-based giving in Wyoming. Individuals engaged in volunteering are often more likely to donate as well.

By leveraging the wealth of data in your CRM, you can map prospects by state using WalletHub’s rankings. After mapping donors, segment further by age, demographics, interests, and values to create meaningful engagement. It’s equally important to communicate the impact of their volunteer efforts and charitable contributions through real-time stories to build trust and strengthen relationships. As we approach Thanksgiving and Giving Tuesday, remember that an attitude of gratitude goes a long way in philanthropy. Expressing sincere appreciation to donors and volunteers can deepen connections and inspire continued support.

I hope you find these insights helpful and wish you a wonderful Thanksgiving holiday. As always, please feel free to reach out with questions, comments, or requests for assistance with fundraising research!

Best Regards,
Sapna and USM Advancement Research Team
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