Why Individual Donors Are Nonprofit Rock Stars (And How to Keep Your Fundraising Balanced)

If you’ve spent even a day in nonprofit fundraising, you’ve probably heard the phrase individual giving is the backbone of philanthropy. But let’s be real—between chasing grants, wooing corporate sponsors, and hosting the annual gala, individual donors can sometimes feel like just another box to check. Here’s the thing: ignoring your individual donors is like neglecting the goose that lays the golden eggs.

The Numbers Don’t Lie

According to the latest data from the Chronicle of Philanthropy, individual donors account for nearly 70% of all charitable giving in the United States. That’s not pocket change. While billionaires and foundations get the headlines, it’s everyday donors—your neighbor who gives $25 a month or the retiree who sends a check every December—that are quietly keeping the lights on at most nonprofits.

Even better? These folks tend to stick around. They might not write a six-figure check, but they’ll show up year after year, even during economic downturns. Consistency like that is pure gold for any organization trying to plan for the future.

Why They Matter More Than Mega-Donors

Sure, landing a major gift from a deep-pocketed donor feels amazing. But if your nonprofit relies too heavily on a handful of big checks, you’re playing a risky game. What happens when that donor decides to fund a different cause next year? Diversification isn’t just for stock portfolios; it’s essential for your donor base, too.

And here’s another thing I’ve seen time and time again in my career: that annual donor giving $25, $100, or $500 today? They might just surprise you with a million-dollar bequest someday. These small, steady gifts often reflect deep loyalty to your mission—loyalty that can transform into an extraordinary legacy down the road.

Make It Easy for Them to Say Yes

Individual giving isn’t about reinventing the wheel—it’s about making it easy for people to connect with your mission. Offer simple, recurring giving options. Send heartfelt thank-you notes that remind donors they’re part of something bigger. And for the love of all things good, share stories about the real people your work is helping.

Don’t Put All Your Eggs in One Basket

Here’s the catch: while individual donors are awesome, they’re not everything. Relying solely on them is just as risky as banking only on grants or events. That’s why well-rounded fundraising is the name of the game.

Think of your fundraising strategy like a balanced diet. You need the staples—individual donors—to keep things running day-to-day. But adding in other streams like corporate sponsorships, planned giving, and foundation grants ensures you’ve got the resources to tackle big goals and weather unexpected storms.

The Bottom Line

When you focus on individual donors, you’re building a base of support that’s steady, reliable, and full of people who genuinely care about your mission. And don’t underestimate them—your small donors today might become your biggest champions tomorrow. But don’t stop there. Diversify your fundraising efforts so your nonprofit can thrive no matter what.

Need help finding that balance? Let’s talk! Fractional fundraisers like me love helping nonprofits create strategies that make every dollar—and every donor—count.

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I'm Liz. I help nonprofits raise more money with less stress—so you can stay focused on the work that matters. You don’t have to figure out fundraising alone. Let’s talk.