News
A New Era for Giving: Why Industry Support Matters More Than Ever
July 22, 2025
New Tax Rules & Industry Needs Make Giving More Important Than Ever
As the floral industry continues to face rising research costs, persistent labor shortages, and increasing competition for young talent, one thing is clear: we can no longer rely on uncertain federal funding or outdated support systems to fuel growth and innovation. Now more than ever, the industry must take responsibility for investing in its future, and that begins with supporting nonprofit charitable organizations like the American Floral Endowment (AFE).
For over 60 years, AFE has been the floral industry’s trusted source for funding groundbreaking research, offering scholarships and internships to develop the next generation, and supporting industry-wide education. These programs don’t just happen – they depend on contributions from individuals and businesses that believe in the long-term strength of floriculture.
AFE is an autonomous, charitable organization that collaborates with universities, associations, and businesses across all segments of the floral industry. Its mission-driven approach allows donors to support the areas that matter most to them, such as education, sustainability, scholarships, workforce development, or critical research.
A recent change in tax law underscores this shift in responsibility. The newly signed federal legislation requires corporations to donate at least 1% of their taxable income for any charitable contributions to be tax-deductible. This new “giving floor” aims to discourage minimal, token donations and instead set a clear benchmark for meaningful corporate philanthropy. It provides a powerful incentive for companies to step up and an opportunity for nonprofits like AFE to benefit from increased giving.
While the 10% cap on deductible donations remains, corporations that don’t meet the 1% threshold can no longer claim any deduction. For floral industry businesses, this is a call to action. Supporting AFE helps ensure that floriculture continues to thrive through scientific advancement, skilled professionals, and a more resilient industry.
And it’s not just corporations that can make a difference – new tax incentives are also making it easier for individuals to give. Beginning in 2026, the One Big Beautiful Bill Act (OBBBA) introduces an above-the-line deduction for cash gifts: up to $1,000 for single filers and $2,000 for joint returns. This means that even non-itemizers can benefit from charitable giving, offering a valuable incentive for broader personal support of nonprofits like AFE. As always, donors should consult their advisors to navigate the evolving tax landscape.
Without industry support, the consequences could be steep: a slowdown in research breakthroughs, fewer young professionals entering the field, and an overall weakening of our industry’s ability to compete and grow. Research is more expensive than ever before, and without increased support, fewer projects can be funded, leaving many of our most pressing industry challenges unanswered.
Whether you’re a grower, supplier, retailer, or floral enthusiast, your contributions—large or small—directly impact the strength and sustainability of our industry. Support can be directed to the programs and initiatives most aligned with your mission. AFE’s core RISE programs, Research, Internships, Scholarships, and Education, support every segment of the floral community and deliver long-term benefits for all.
Let’s make sure we don’t just meet the 1% threshold, we exceed it. Together, we can grow a stronger, more vibrant floral future.
Learn more and make your contribution today!
