This meaningless headline tops a two-column story asserting that "charitable giving is back in a big way." But is it? Yes it has improved since the recession. Those years hit the sector hard and there has been a modest recovery. And for that we should be grateful because no profits, especially those in the human services field, need every cent they can generate, particularly operating funds.
I don't know what "new donor generation" they're talking about. Zuckerberg's $25 million gift to the CDC to "fight" Ebola is certainly significant especially because the US charitable response to Ebola has been dismal; the big relief agencies have been mum. Only Doctors Without Borders has been a consistent voice.
We are certainly in a better place than we were a few years ago. Between now and year end charity will generate around 30-40% of its total annual giving revenue. We will know within a few months whether US charitable giving is inching up or really rebounding.