This spring, The Community Foundation partnered with the Dorothy A. Johnson Center for Philanthropy to discuss their recent report, 11 Trends in Philanthropy for 2025, at our Donors Forum programs for regional grantmakers.
We also invited them to share their insights on our podcast, Forever Forward, with Wanda Willis, Vice President of Civic Leadership.
The conversation starts with Tory Martin, Director of Communications and Strategic Partnerships at the Johnson Center. Then we turn to Michael D. Layton, PhD, who dives into one of the 11 trends that we know well here at The Community Foundation – collective giving.
Below is an edited synopsis of the conversation.
Wanda Willis: Before we dive into the trends, could you tell us a little about the Johnson Center and how you aim to serve philanthropic institutions like The Community Foundation?
Tory Martin: Absolutely, and thank you again for the opportunity. It’s been wonderful to be here in Jacksonville with you all.
The Johnson Center is a university-based applied research center. That’s a fancy way of saying we conduct both client- and grant-funded research and evaluation projects. These projects can be initiated by foundations, nonprofits, municipalities, or come from our own scholars who are trying to answer big questions relevant to the field.
We help design, implement, and execute research and evaluation work, but we also focus heavily on making that information useful—ensuring individuals, communities, and organizations can apply it in their work to drive real change. We’re all about making the impact and usefulness of research visible.
Wanda Willis: That sounds great. Your 11 Trends report is always eagerly anticipated. Of all 11 trends, which one is top of mind for you now that we’re a few months into 2025?
Tory Martin: That’s a big question! Honestly, so much has already changed since we published the report in December. Global and national shifts over just the last couple of months have raised new questions about how every single trend will evolve.
One trend that’s really front and center now is the role of nonprofits and philanthropy in lobbying. We had already seen an increase in nonprofits engaging in lobbying efforts, especially after experiences with the 2017 Tax Cuts and Jobs Act and COVID relief legislation. Now, with major changes at the federal level, this has become even more critical.
Just to clarify: lobbying—attempting to influence legislation—is different from advocacy. Community foundations can lobby within limits, while private foundations generally cannot, although they can fund lobbying activities. Organizations like the National Council of Nonprofits are working tirelessly to advocate for the sector right now, and they’re also encouraging more organizations at the state and community levels to step into this role.
Wanda Willis: That’s fascinating. How do you think these trends reflect the changing priorities of donors and grantmakers?
Tory Martin: Great question. In many ways, the trends mirror shifts in public opinion.
For example, we saw a surge in funding for racial equity and social justice causes around 2020. Public support for movements like Black Lives Matter peaked—and so did funding. But as public support has declined, so has the funding.
Other trends reflect demographic realities, like America’s aging population. By 2034, Americans over 65 will outnumber those under 18. Over the past decade, we’ve seen a 225% increase in grantmaking focused on aging. So, trends are shaped both by public sentiment and by fundamental changes in our society.
Wanda Willis: Wow, that’s really interesting. You mentioned that you finalized the report in December, and now the field is reacting to major federal policy shifts. What impacts are you seeing so far in the nonprofit sector and philanthropy?
Tory Martin: It’s huge, and evolving rapidly.
During the pandemic, there was a clearer sense of urgent need—food banks, healthcare providers, and other frontline organizations saw immediate surges in demand. Now, the needs are everywhere and harder to prioritize.
Another major issue is the disappearance of public data. Thousands of government datasets—things like public health, food distribution, and environmental impact—have been removed from federal websites. This data has been crucial for nonprofits, businesses, and researchers. So there’s an urgent effort to save existing data and gather new information.
And then there’s the broader economic impact. Federal funding cuts mean mass layoffs across sectors. We don’t yet fully understand the scope, but it’s likely to reshape the nonprofit landscape for years to come.
Wanda Willis: That certainly gives us a lot to think about. Looking further ahead, what trends do you think will define philanthropy over the next decade?
Tory Martin: It largely depends on whether the current federal shifts become permanent or are reversed.
If funding and infrastructure don’t return, we’ll likely see a slow, creative rebuilding process—more collaborations, mergers, and unfortunately, closures of many nonprofits.
We’ll also face new challenges around the 2030 Census. Nonprofits were heavily involved in the 2020 Census efforts, and concerns about data privacy are only growing. If people are afraid to share their information, it could significantly impact congressional representation and funding distribution. So those two forces—sector rebuilding and challenges around data and representation—will likely dominate the next decade.
Wanda Willis: Tory, thank you so much for sharing your insights, your research, and your time with us today.
Tory Martin: It’s been a real pleasure. Thank you so much.
Wanda Willis: Now, I’m pleased to turn to Michael Layton to dive deeper into one of the 11 trends: collective giving. Dr. Layton is the W.K. Kellogg Community Philanthropy Chair, the first endowed chair in the U.S. focused on advancing community philanthropy.
First, tell us about the report you co-authored, In Abundance: An Analysis of the Thriving Landscape of Collective Giving in the U.S. What were the key takeaways?
Dr. Michael Layton: One big goal was to document the growth of the collective giving movement. The last study was almost seven years ago.
Today, there are over 400,000 people participating in more than 4,000 giving circles in the U.S., mobilizing over $3 billion between 2016 and 2023.
Beyond the impressive numbers, what struck me most was how transformative the experience is for members. People join to be more intentional with their giving, support causes often overlooked by traditional philanthropy, and build deeper community ties. Members volunteer more, advocate more, and often stay involved for seven years or more.
Wanda Willis: That’s powerful. Here at The Community Foundation, we have three collective giving initiatives. Collective giving challenges traditional notions of who is considered a philanthropist. How can we shift mindsets to encourage more people—regardless of wealth—to see themselves as philanthropists?
Dr. Michael Layton: Great question. The term “philanthropist” often feels exclusive, tied to very wealthy individuals. Some reject the label entirely.
But I’m in the camp that wants to reclaim it. At its root, “philanthropy” means “love of humanity.” It’s not just about writing big checks—it’s about time, talents, ties, and testimony, as well as treasure.
If you ask someone, “How do you help your community?” instead of “How much did you give last year?” you’ll hear much richer, more inspiring answers. Almost anyone can be a philanthropist.
Wanda Willis: I love that—love of humanity. Many giving circles are volunteer-driven and rely on strong leadership. What makes them different from other forms of philanthropy?
Dr. Michael Layton: Many traditional forms of philanthropy are individualistic—one person or a small group decides where the money goes.
In giving circles, people pool their resources and make decisions together. The volunteer aspect creates trust and activates those five Ts—time, talent, ties, treasure, and testimony—in powerful ways. It builds deeper community and leads to real, grassroots transformation.
Wanda Willis: Absolutely. You mentioned the growth of collective giving. Looking ahead, what excites you most about the future of this movement?
Dr. Michael Layton: I think collective giving is not only transforming philanthropy—it’s addressing broader societal issues like loneliness.
The U.S. Surgeon General has called loneliness a public health crisis. Collective giving offers a way to build real, meaningful connections through generosity and shared purpose.
Platforms like Giving Tuesday and Grapevine make it easier than ever to start a giving circle with just a few friends and a small commitment of time and resources.
Wanda Willis: It’s exciting to hear how accessible it is. What opportunities do you see for expanding this movement even further?
Dr. Michael Layton: Organizations like the Community Foundation of Northeast Florida are leading the way by supporting and hosting giving circles.
If more community foundations embraced this model, it could fundamentally shift the culture of philanthropy toward broader participation.
I’m also very excited about youth engagement—high school students forming their own giving circles to tackle issues like mental health and violence. Supporting and nurturing those efforts paints a very hopeful picture for the future.
Wanda Willis: That sounds wonderful. Thank you so much for sharing your insights into collective giving, and we look forward to seeing your research on the next generation of philanthropy. Thank you!
Forever Forward is a podcast created by The Community Foundation. You can find our podcast on many popular podcast platforms, including the Podcasts app for Apple and Google podcasts app. You can also find the podcast episodes here on our blog, and listen directly from your browser. However you like to be informed, we hope you enjoy listening.
Questions? Email Stephanie Garry Garfunkel at sgarfunkel@jaxcf.org for help.