All donors welcome: powering community growth

By nurturing donors of all types and means, you will ensure your nonprofit has a broad support system and the funding to continue your crucial work.

October 9, 2025

Clair Lofthouse

Content Manager

While nonprofits are still grappling with some of the same challenges faced in 2012 – post-recession economic uncertainty, gun violence in American schools, human rights violations across the globe – other challenges have drastically changed in significance and tone, including those related to social media, politics and fundraising.

Today, these morphing challenges have had an outsized impact on funding. Nonprofits are scrambling to fill major shortfalls. But what's the best way to do that? Focus primarily on major donors? Supercharge a push and dramatically expand the number of small gifts?

We believe it's a lot of both.

It’s time to get creative and collaborative, and activate your whole community. By nurturing donors of all types and means, you will ensure your nonprofit has a broad support system and the funding to continue your crucial work.

The power of small gifts

According to the 2025 Giving USA annual analysis of charitable donations, 2024 continued the downward trend in the number of donors. Thankfully, the average gift amount rose. That said, when organizations rely predominantly on big gifts, especially to make up for pulled public funding, nonprofits risk budget deficits.

In the world of giving, an emphasis on big donations sometimes eclipses the importance of small donors. But the total impact of many small gifts can be enormous! Every single dollar matters, on GivingTuesday or any other Tuesday.

Grow together

Small donations are often how people start giving. It’s an easy way for them to begin supporting a cause without feeling financial strain. Then, as these donors progress in their careers and deepen both their financial reserves and their relationship with your organization, they could become long-term supporters.

Multiple little gifts make a huge impact

While one-time gifts deliver a quick boost, predictable monthly funding is even more valuable. These recurring donations can serve as the foundation for a charity’s long-term success, especially as a backstop against at-risk public support. They empower organizations to plan for the future, use their money wisely and launch bigger projects with more confidence.

To encourage recurring donations, be direct about how regular contributions lead to stable programs and uninterrupted services. Your GivingTuesday game plan should lean in to recurring donations on your GivingTuesday fundraising page, in your email communications and during GivingTuesday events.

Activate your community

Community growth is not just about finding new donors and stewarding recurring giving; it includes rekindling old relationships. Create an outreach campaign tailored specifically for lapsed donors or contacts you haven’t heard from in a while. Let them know your organization remembers their generosity and share a story that illustrates the impact of their past gifts.

Community 🤝 technology

Make it easy to donate. Our Text-to-Donate product is a mobile-friendly way of capturing contributions from people on the go. Our Peer-to-Peer Fundraising tools empower individuals to reach out to their friends and family on your behalf. Donors can share your Campaign Page on their personal social media accounts in just a few taps. By lowering barriers to entry, you never know what others will do as part of a flourishing community.

Don’t forget the large gifts

Large gifts have the power to change an organization. While there is risk to relying too heavily on them, appeals to major donors should always be part of your fundraising strategy.

To ensure major donors stick around, get close with them. Learn why and to whom they give large amounts. Never make assumptions that might hinder you from building an authentic and mutually beneficial relationship with them. Clearly, they care deeply about a cause and want to make a lasting impact, so find the time and place for a direct conversation about what truly motivates them.

What you discover may surprise you. Bonding over interests outside of philanthropy can help you establish a relationship that lasts for years. Send a card celebrating their daughter’s graduation. Ask about recent trips. Show that you care about them as a person even when you’re not running a campaign.

Finally, schedule regular updates, over a coffee or a video call, to explain the specific impact of the project(s) they support, including goals and expected results. Major donors often want to know exactly how their big gift was (or will be) used and what it did (or will) achieve.

Community: past, present and future

Recognizing and taking care of all types of donors is an ongoing process. It’s more than just a thank you; it includes fostering a sense of community and camaraderie.

While the giving landscape has shifted dramatically since 2012, nonprofits remain steadfast. Just as organizations navigated economic uncertainty and social challenges then, they continue to adapt today. By embracing the power of every donor – from those making small, one-time gifts to recurring supporters and major benefactors – nonprofits can build a resilient foundation for the future and harness GivingTuesday to thrive in tough times. This holistic approach to fundraising will power community growth and ensure critical work continues.