Do Not Overlook the $100 Donor

As nonprofit professionals, we spend a lot of time thinking about fundraising goals, campaign totals, and major gifts. But when it comes to donor development, the size of someone’s gift today only tells us part of the story.

A donor who gives $100 may continue giving year after year. They may volunteer, attend events, introduce others to your organization, or become an advocate for your mission. As their connection to your work grows, so can the ways they choose to support it.

That is why donor development starts with relationships.

As year-end approaches, consider looking at your donor list beyond gift amounts. Who has supported your organization consistently? Who regularly attends your events or engages with your communications? Who has taken the time to tell you why your mission matters to them?

Those connections can tell you a lot about where deeper relationships may already be forming.

They can also create opportunities to introduce donors to different ways of giving. A longtime supporter may not realize they can contribute appreciated assets, support your endowment, name your organization as a beneficiary, or include a charitable gift in their estate plan.

These conversations do not have to happen all at once. Keep donors connected to your mission, share the impact of their support, and make long-term giving opportunities visible throughout the year. When the time is right for a donor to consider a different kind of gift, they will already know that the opportunity exists.

As you prepare for year-end fundraising, think about the relationships you are building along the way. Every donor has a reason they chose to support your organization, and taking the time to understand that connection can help turn a single gift into lasting engagement with your mission.

You never know how a donor’s relationship with your organization may grow over time. Give them reasons to stay connected, continue the conversation, and see the difference their support makes.

If a donor conversation leads to questions about endowments, planned giving, or other charitable giving options, the Greater Manhattan Community Foundation is here to be a resource for you and your donors.