Individual Giving: The Secret to Nonprofit Financial Stability

By Peter Heller

There’s plenty to be uncertain about these days. As of this writing in March 2025, markets are fluctuating, inflation is sticking around, and the threat of a recession is looming. 

In these moments, it’s tempting to retreat and shy away from fundraising. But periods of uncertainty can offer powerful openings for building relationships and donor engagement in meaningful ways.

The data is on your side. During the Great Recession in 2008-09, markets tumbled by nearly 50%, but philanthropy fell only 2-3%. Even in good times, individual giving is critical, making up more than 75% of all philanthropy. While foundation and corporate philanthropy have shown significant growth in recent decades, charitable giving from individuals still topped $417 billion in 2023.

That’s why we keep telling our clients: In times of uncertainty, we argue it’s important to double-down on your relationships with individual donors.

That outreach can—and should—acknowledge the moment. When the wildfires were raging across Los Angeles, we reminded our clients to check on the well-being of those in their community who may be impacted. 

Crisis demands connection and attention. But it can also crystalize your mission.

Take the pandemic. Some nonprofits responded to the early uncertainty by pausing their fundraising. However, those that made a compelling case that their mission was more important than ever saw significant spikes in giving—regardless of whether their mission directly addressed pandemic issues. 

Individual gifts also come with fewer strings attached, giving your organization the flexibility to respond to new initiatives and community needs, and economic downturns. And if you foster a long-term relationship, recurring donations can help ensure your organization’s long-term financial sustainability and provide a buffer against the uncertainty of other funding sources.

 Right now, donors have a vast array of issues and organizations vying for their attention, and inflation and other economic factors might be limiting their resources. Maybe you see that landscape and believe it’s the wrong time to approach donors.

 We say philanthropy is personal.

 You’ll never know what motivates your donors, or what they will or won’t support, without first engaging in conversation.

 At the Heller Fundraising Group, we specialize in helping nonprofits develop a strategy for cultivating deep relationships with donors who will not only provide financial support but become advocates for your mission. If you’re looking for guidance on how to grow your organization’s individual giving, set up a free consultation session.

Peter Heller is the Founder of the Heller Fundraising Group, a New York City-based fundraising consulting firm that works with local, national and international nonprofits on capital campaigns, campaign feasibility studies, major gift programs, and hands-on training.