From the subtle pings on our wrists to the seamless one-click or even tap checkout, modern technology has perfected the art of keeping us in a cycle of passive consumption. But while our ability to buy has been streamlined to perfection, our ability to give remains stuck in the past.

For over 60 years, charitable giving in the United States has stagnated at roughly 2% of GDP (Giving USA, 2025). There are a number of reasons for this stagnation, but I think focusing on the User Experience (UX) can be part of the solution.

In traditional philanthropy, giving was more personal. Handing cash to another human allowed donors to feel a part of something bigger than themselves. In our digital-first world, it has become transactional. Charities recognize that donors are consumers and expect a seamless donation experience. That isn’t wrong, but we’re so focused on a smooth transaction that we’re missing an opportunity to nurture innate generosity and the dopamine hit that comes along with it.

First-time donor retention is only 13.8%, a 4.6% decrease from 2024 (Kennon, 2025). In the business world, a churn rate that high would be a crisis. In philanthropy, it’s the status quo.

By applying the same high-velocity feedback loops used in e-commerce, maybe we could nudge the user’s identity. We move the needle from passive consumer to active participant. When technology honors a gift with the same level of sophistication it uses to sell a product, perhaps we can begin to break the 2% ceiling.

Technology isn’t the root cause nor will it be the solution, but it is the plumbing of our modern lives. If the “Buy Now” button can feel rewarding, the “Give Now” button can, and should, as well. The psychological impact of giving is much greater than the quick thrill of buying. It’s time to stop asking donors for more and start bringing them into the cause as supporters.

References

Giving USA. (2025). The Annual Report on Philanthropy for the Year 2024. Giving USA Foundation.

Kennon, J. (2025, December 1). Must-Know Recurring Giving Statistics for Nonprofits in 2025. CharityEngine Blog. https://blog.charityengine.net/recurring-giving-statistics