Charitable giving among affluent families has declined in recent years. The Bank of America Study of Philanthropy found participation fell from roughly 91% in 2015 to 85% in 2022. Yet research from the University of Maryland’s Do Good Institute shows that generosity continues to strengthen well-being and deepen bonds.
This white paper explores why family giving has waned and offers actionable ways to revive it. It shares how families can cultivate generosity through values-based conversation and tradition, then sustain it through simple structures. These practices make generosity both meaningful and enduring.
