A new model of generosity to the community has emerged in the 2025 Business Generosity Report – one based on supporting individual employee giving. The data clearly indicates that the majority of employees hope to see generosity reflected throughout the business—both internally and externally.

Regarding specific expressions of generosity to the community, traditional charitable outreach remains highly important (67%–89%). However, these particular expressions of generosity ranked lowest in overall importance compared to examples of employee care, company culture, or business operations.

The data strongly suggests it is time to rethink traditional community engagement. The next frontier is all about empowering employees in their personal generosity.

The Biggest Trends to Watch:

• Biggest Opportunity: PTO for Volunteering. Paid time off for volunteering is not only the most important demonstration of community generosity for employees, but it also represents one of the largest disconnects with employers. Individual choice regarding where they serve is highly important (87%) to employees; it was the top answer (33%) when they were asked to identify what is most important.

Surprisingly, less than half (47%) of executives offer this benefit, creating a substantial 40-point execution gap. Executives continue to fund company-sponsored volunteer days (57%), which only 9% of employees consider the most important.

• Empower Giving: Matching Gifts. Additionally, a matching gifts program, where employers contribute donations to organizations and causes supported by their employees, represents a significant missed opportunity. 77% of employees find this important, yet only 34% of companies offer such programs—this represents the most significant gap in this category.

A recent report from the Giving USA Foundation found that charitable donations have increased by 3.3%, with individuals accounting for the vast majority of those. It is evident that employees want to be charitable and are seeking employers that support their generosity endeavors.

• Financial Contributions: A Solid Choice. For the past seven years, direct financial contributions have garnered the highest overall importance score within the community-focused generosity category (89%). They also exhibit the smallest gap in executive adoption, suggesting that companies generally prioritize this aspect effectively.

  While 100% of executives report making financial investments in business generosity, and 73% state they are currently making charitable contributions, 27% of leaders have yet to realize that charitable giving is a given.

While the markets roil with economic uncertainty, employees’ preferences have remained unwavering and the generosity they seek supports long-term business success. It turns out that getting generosity “right” may be the most reliable investment a business can make in 2025. This year’s Business Generosity Report offers executives a clear road map to success.