Individual Giving Drives 85% of Donations: How to Adjust Your Fundraising Mix

With the right focus, your supporters can become the most consistent and joyful source of funding for your mission.

At Working Within, we love working with nonprofit leaders because you are some of the most caring and sacrificial people we know. You don’t choose the easy path or career. You see a need and move toward it with courage and conviction. Your work reflects compassion, creativity, and faith in the power of community.

That’s why we get excited when we see leaders rethink their approach to fundraising. The best strategies come from understanding where generosity truly lives.

The Real Story Behind the Numbers

According to the Giving USA 2024 report, charitable giving in 2023 reached $557.16 billion. The data shows:

• 67% from individuals

• 19% from foundations

• 8% from bequests

• 7% from corporations

  
  

On paper, that looks like a healthy mix. But when you look deeper, the story becomes even more inspiring.

Bequests are made by individuals through wills, estates, or life insurance designations. About half of all foundations are family-run, meaning they are guided by small groups of individual donors who give from personal conviction.

When you put all of that together, roughly 85% of all giving comes from individuals. Only 10% comes from foundations and 7% from corporations.

That means the greatest source of support for your organization already lives in the relationships you are building every day.

What This Means for Nonprofit Leaders

This data is not meant to overwhelm. It is meant to affirm what you already know from experience: people give to people. Relationships matter most.

Many organizations spend a lot of energy applying for grants and building partnerships with corporations, and those are valuable strategies. But sustainable growth happens when you build trust with individual donors who believe in your work and stay with you for the long haul.

The key is balance. Keep your institutional fundraising goals, but make sure you are investing equally in relationships, storytelling, and consistent communication with the individuals who make your mission possible.

Strategies to Maximize Year-End Giving

As we approach the end of the year, now is a great time to strengthen your individual giving strategy. Here are a few ways to build momentum and connection with your supporters:

1. Organize your donor data. Clarity starts with information. Look at who gives consistently, who has increased their giving, and who has paused. Understanding your data helps you personalize your outreach and celebrate your most loyal supporters.

   
   

2. Say thank you first. Gratitude builds trust. A thoughtful thank-you through a call, note, or quick video shows that you value your donors as partners, not just funders. It also reopens the door for future connection.

   
   

3. Check in with your donors. Reach out and ask how they are feeling about the organization’s work. This could be through a brief survey, coffee chat, or update email. Many donors want to feel seen and included in the mission they support.

   
   

4. Use trust-based language. Center your communications around shared impact. Instead of “We accomplished,” say “You helped make this possible.” This language honors your donors’ role in your success and strengthens connection.

   
   

5. Keep your impact stories simple. Donors don’t need every detail to feel inspired. Choose one story that captures transformation and invite readers to feel part of it. Simplicity helps your message stick and makes it easier for supporters to share your story with others.

   
   

6. Set a realistic campaign goal. Ground your fundraising goals in historical data. Ambitious yet achievable goals help donors feel confident their gift matters. The right-sized goal communicates stewardship and stability.

   
   

7. Show love to your donors. Consistent appreciation builds community. Whether it’s a handwritten note, a personalized email, or a small recognition in your newsletter, show genuine care for the people who sustain your work.

Building a Healthier Fundraising Mix

The Giving USA data reminds us of something deeply hopeful. Fundraising is about relationships, not transactions. Individual giving allows you to connect directly with people who care about your mission and want to see it grow.

As you plan for the months ahead, use this moment as an opportunity to realign your energy toward cultivating individual support. The data is on your side, and so is your community.

Your work matters. Your mission inspires. And your donors are waiting for another opportunity to invest in what you are building.

💡 Want to strengthen your individual giving strategy? Schedule a Fundraising Power Hour with our team. In one focused session, we’ll help you clarify next steps and maximize your fundraising potential.