The Measure of Generosity

A data-driven look at how philanthropy is changing and what comes next

In The Measure of Our Generosity, Dr. Una Osili, Efroymson Chair in Philanthropy and Economics for Research and International Programs at the Indiana University Lilly Family School of Philanthropy, examines how charitable giving in America has shifted over the past two decades. Drawing on economics, demographics, and social change, Osili reveals the forces reshaping who gives, how, and why.

The book spans four sections covering modern giving norms, demographic shifts driven by race, immigration, and generational change, the role of technology in democratizing philanthropy, and practical strategies for building a lasting culture of giving. Through data, case studies, and personal insight, Osili argues that anyone can be a philanthropist, offering an inclusive vision for the future.

Readers will also find:

• An analysis of how economic inequality and family structures have influenced two decades of charitable giving trends
• Research from the Global Philanthropy Tracker and Giving USA illuminating patterns in donor behavior across populations
• Strategies for engaging diverse donors and adapting philanthropic fundraising efforts to an evolving policy and regulatory landscape
• Insights into how technology and global connectivity are expanding access to philanthropic participation for new audiences
• A cross-cultural perspective informed by the author's background spanning Harvard, Nigeria, and international development organizations

Ideal for nonprofit leaders, philanthropic advisors, fundraising professionals, and academics studying the nonprofit sector, The Measure of Generosity provides a research-grounded framework for understanding shifting donor behaviors and building strategies that engage broader, more diverse communities of givers.