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In 2025, the world of corporate giving is all about connection – connecting with customers, donors, and communities in ways that feel personal, impactful, and authentic. Companies are increasingly weaving purpose into their core strategies, while donors are expecting more than just a good cause – they want a meaningful, personalized giving experience. It’s a year where checkout prompts can turn small donations into major impact, where donor-advised funds are growing fast, and where digital-first approaches are shaping the future of philanthropy.
Recent reports from Benevity, Engage for Good & Adyen, Fundraise Up & Stripe, and the Institute for Policy Studies highlight these shifts, offering a glimpse into the trends driving this transformation. Whether it’s the rise of hyper-personalized giving, the power of seamless checkout donations, or the evolving role of DAFs, one thing is clear:
companies that can connect their impact strategies to real, tangible results are the ones leading the charge this year.
If you’ve been hearing the phrase “corporate purpose” everywhere lately, you’re not alone – it’s becoming a strategic must-have.
According to Benevity’s 2025 State of Corporate Purpose report, nearly two-thirds of companies have overhauled their purpose strategies in the past year, driven by rising expectations from customers, employees, and regulators.
And it’s not just for show – 88% of leaders say these strategies are helping future-proof their businesses by attracting talent, boosting customer loyalty, and staying ahead of new regulations.
That said, this kind of transformation isn’t without its challenges. It takes real commitment to align teams, streamline operations, and prove that these purpose-driven strategies actually move the needle. It’s a reminder that the path to purpose is rewarding, but it demands serious follow-through.
Turns out, those little donation prompts at checkout really add up. According to the 2025 Charity Checkout Champions report by Engage for Good and Adyen, 92 campaigns in 2024 collectively pulled in over $275 million.
That’s not pocket change. Some of the biggest players, like Taco Bell, PetSmart, Walmart, and Petco, together brought in over $190 million. Even more impressive, 37 of those campaigns cleared the half-million mark.
And it turns out, when you make it easy for people to give a fixed dollar amount at checkout, it works – 81% of campaigns went this route, making it the go-to strategy.
Plus, about a quarter of the brands running these campaigns saw a bump in sales while they were at it, proving that doing good can be good for business too.
Donor-advised funds (DAFs) have been on a tear lately. According to The Independent Report on DAFs, these giving vehicles have seen their assets grow by a whopping 67% over the past four years, hitting $254 billion in 2023.
But it’s not all smooth sailing.
DAFs have their quirks, like the fact that about $4.4 billion in grants last year were just moving money around from one DAF to another, rather than reaching working charities. That kind of shuffle raises some transparency questions, especially when some of the biggest grants are just transfers between commercial sponsors.
If you’re a nonprofit trying to get a piece of that $254 billion pie, it’s a reminder that not all funds flow as freely as you might hope.
When it comes to online giving, donors are a lot like online shoppers – they want it to be fast, seamless, and personal.
The Pulse of the Donor report by Fundraise Up and Stripe highlights that personalization isn’t just a nice-to-have; it’s a must if you want to stand out. The more you can tailor the giving experience, the more likely donors are to hit that “donate” button. Think optimized conversion rates, recurring giving options, and personalized nudges that make donors feel like their impact matters.
And don’t forget the basics – a clunky donation form is a one-way ticket to a missed opportunity. Nonprofits that prioritize user-friendly, hyper-personalized digital experiences are the ones winning over today’s donors.
There’s also a big opportunity to get ahead by embracing new tech. According to the 2025 Charity Checkout Champions report, 81% of campaigns rely on set-dollar donation prompts, which makes the choice easy for donors.
And yet, 88% of companies admitted they aren’t using AI in their checkout giving strategies. With AI becoming a bigger part of digital experiences, this is a gap worth closing.
As 2025 unfolds, the landscape for corporate giving is clearly shifting. Companies are doubling down on purpose, checkout giving is proving its value, donor-advised funds are growing fast (and getting a bit complicated), and online donors expect personalized, seamless experiences. The takeaway? Beyond a nice-to-have, doing good is becoming a core business strategy. For companies that can keep up, the opportunities are massive. But staying ahead means staying nimble, embracing change, and making sure the impact you promise is the impact you deliver.
As 2025 unfolds, the landscape for corporate giving is shifting fast. For companies, this means a few clear takeaways:
Companies that stay ahead of these trends will be the ones that lead the charge in this new era of purpose-driven business.
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