The Power of Low-Dollar Giving: Mobilizing Supporters and Engaging New Donors
By Maddie Koss, Digital Communications & Advertising Senior Manager, United Way of Central Indiana?
Do small donations really matter? Can $5 truly make a difference in the community??
In the vast landscape of charitable giving, big numbers often steal the spotlight. It can be tempting to focus all efforts and resources on finding major donors that contribute to monumental change. A smaller donation may feel like a “drop in the bucket” compared to a major gift, but those who contribute low-dollar gifts may be the change-makers you’ve been looking for all along.?
People who give smaller amounts have the bigger potential to be lifelong supporters of your cause and become powerhouse fundraisers for your organization.?
Data shows that giving at all levels have increased.?In 2020, smaller gifts (less than $250) grew by 15.3% compared to 2019. Whereas larger gifts ($1,000 or more) increased by 10.4%?
The average one-time gift was $121 in 2022, according to Double the Donation,?and 57% are enrolled in a recurring giving program, compared to 46% from the previous year.?
Low-dollar gifts bring new, mission-aligned donors into the fold, creating a ripple effect of impact that exceeds the size of the donation.?