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Mar 1, 2022

Donor Fatigue?

Sponsored Content provided by Tommy Taylor - CEO, United Way

I have heard the term “donor fatigue” more in the past two years than I ever have in the past 20 years of nonprofit service. Philanthropy is rewarding in many ways, so what is making people tired of giving? 

Many times, the most generous philanthropists are approached by a multitude of great causes in a concentrated period. It can be overwhelming. Often you may feel more like an ATM than a valued participant in a great cause. Maybe your efforts are not acknowledged in a way you appreciate or the return on your charitable investment is not communicated to you.

It is the giving experience but not the act itself that makes you feel tired, and it is “planned philanthropy” that can improve this experience.

Usually, when someone talks about “planned giving” it means that you are preparing your estate to shelter tax penalties by gifting to non-profit causes.

Planned philanthropy is planning your business or family gifts on an annual, or other regular, basis.

One option is to make a financial gift to United Way of the Cape Fear Area. We support 45 different nonprofits that implement local programs in education, health, and financial stability. These programs ensure a safer, healthier, and more united community. United Way offers you a well-rounded social return and tracks the progress for you. Learn more about our partnerships here.

You may want to develop your own portfolio.  United Way of the Cape Fear Area will also work with you to structure your own giving portfolio and manage it for you. Whether you want a combination of programs for children, wrap a family with comprehensive services or focus on community-wide resiliency, we can find the right solution for your family or business.

Planning throughout the year can help manage donor fatigue.  Year-round engagement is more fulfilling and manageable than a “giving season”. 

I would like to encourage you to work with your local United Way in the New Year to plan your 2022 philanthropy.  Our business is to make philanthropy work for your business and family.  We can help you structure how you spend your time, talent, and treasure.
Plan your giving portfolio for 2022:

  1. Develop your Giving Plan: Reach out to United Way of the Cape Fear Area CEO, Tommy Taylor 910-789-0302.
  2. Volunteer: Give your time and talents. You can find numerous opportunities with local organizations at
  3. Donate to United Way of the Cape Fear Area:  Gifts received by UWCFA are combined, leveraged, and amplified to do the most good in our community.  Visit our website at to donate today.
United We Feed. United We Teach.  United We Heal.  United We Thrive.

Tommy Taylor, born in Mansfield, Ohio, achieved his Bachelor of Science in Psychology at Guilford College, and most recently achieved his Masters in Public Administration from UNCW in 2019. Tommy’s career started as a Crisis and College Counselor at Massanutten Military Academy in Woodstock, Virginia. After 4 years, Tommy moved to his favorite vacation spot, Wilmington, North Carolina, and started his new career as the Regional Development Manager for Food Bank of Central and Eastern NC. Six years later, after tripling food distribution and doubling revenues, he accepted the Vice President of Community Impact position at the United Way of the Cape Fear Area. Now serving as the CEO, Tommy is thankful to be able to see the good side of the world that many people do not get a chance to experience and to be able to be part of the solutions to our community's deepest problems.

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