Dec 23, 2021

NGPF Podcast: Soraya Alexander of Classy on how the pandemic changed how Americans give to charity


As has been said before, the pandemic has brought the future forward and accelerated trends in so many industries, including philanthropy. In this NGPF podcast, you will hear from Soraya Alexander, the COO of Classy. She shares insights from their recent 2021 report on Why America Gives. Listen and learn more about how individuals shifted more of their giving online which makes it important for non-profits to make that checkout process as frictionless as possible (sound familiar to those who shop online?) In addition, she shares the generational differences on where individuals find causes to donate to, the type of organizations they donate to and the reasons behind their charity. Enjoy! 


  • 0:00~1:16 Introduction
  • 1:16~3:23 Role as the COO at Classy
  • 3:23~4:55 Classy’s business model
  • 4:55~7:07 Growth during the pandemic
  • 7:07~11:59 Supporting the fundraising process
  • 11:59~15:21 Why America gives
  • 15:21~21:58 Payment methods and recurring donations
  • 21:58~22:27 A word from NGPF
  • 22:27~25:41 New trends and the role of corporations 
  • 25:41~26:35 Popular causes by generation
  • 26:35~27:36 Impact of social media
  • 27:36~33:24 Gathering data on giving
  • 33:24~38:19 The future of giving
  • 38:19~38:30 Conclusion



  • “People are willing to give but they want to know [where the money is going]. There's less and less disposable income for the majority of the population, the income gap is widening regardless of where you sit but especially if you have fewer discretionary dollars to spend on philanthropy, you want to know that you're having an impact. So tell that story well, tell them after they donate you'll follow up, tell them where those dollars went and that did they have an impact and be really easy with payment methods."


NGPF's Best of 2021 Podcasts


About the Authors

Tim Ranzetta

Tim's saving habits started at seven when a neighbor with a broken hip gave him a dog walking job. Her recovery, which took almost a year, resulted in Tim getting to know the bank tellers quite well (and accumulating a savings account balance of over $300!). His recent entrepreneurial adventures have included driving a shredding truck, analyzing executive compensation packages for Fortune 500 companies and helping families make better college financing decisions. After volunteering in 2010 to create and teach a personal finance program at Eastside College Prep in East Palo Alto, Tim saw firsthand the impact of an engaging and activity-based curriculum, which inspired him to start a new non-profit, Next Gen Personal Finance.

Ren Makino

Ren started interning at NGPF in 2014, and worked part-time through high school and college. With his knowledge growing alongside NGPF, he joined the team to work full-time after graduating from college in 2020. He is also the producer of the NGPF podcast. During his free time, he likes to try out coffees from different roasters across the world.

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