The Future of Fundraising is Ordinary

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👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• The Future of Fundraising is Ordinary

• Philanthropy News From This Week

• Sid’s Book Recommendation

The Future of Fundraising is Ordinary

The future of fundraising might not belong to major donors after all. It might belong to ordinary people.

For years, nonprofits have been taught to chase the big check... the major gift, the corporate partner, the transformational donor. And sure, those gifts matter. But the most resilient fundraising strategies usually aren’t built on a handful of large donations. They’re built on a lot of ordinary people giving in small ways over time.

I recently read a BBC article that really puts this into perspective: in India, ordinary people collectively give billions to charity every year. Not just wealthy philanthropists... everyday households. Many of these gifts are small and often informal: a little cash, a meal, clothing, or a contribution to a local cause. On their own, they might seem insignificant, but together, they add up to something massive. It’s a reminder that when giving becomes part of everyday life, generosity can (and will) scale naturally.

This is where a lot of nonprofits miss an opportunity. Many fundraising strategies revolve around landing the next big donor, instead of creating experiences that make ordinary people want to give... and want to talk about it. Because ordinary donors don’t just give once. They give again. And if the experience feels meaningful, they tell their friends. That’s how one donor quietly turns into five.

The organizations that grow over time are usually the ones that make giving feel simple, human, and shareable.

Not transactional... but social. Not just a donation y'all... but a moment that someone can feel good about being part of.

Making this shift requires a bit of a mindset change. It means valuing participation just as much as dollar amounts. It means paying attention to the small gifts. And it means recognizing that the donor who gives $25 today... and brings two friends next month... might be building something more sustainable than any single large check.

Ordinary donors aren’t just part of the strategy. In many ways, they are the strategy. Just saying.

Until next time y'all ✌🏾

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Philanthropy News From This Week

• Revealed: The billions given to charity by ordinary Indians every year

• Nonprofits’ Addiction to Jargon Is Eroding Public Trust

• Why do some nonprofits give up on applying for foundation grants?

• How we measure poverty matters: Data to support thriving children and families

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

The Everyday Philanthropist by Dan Pallotta

This book is about redefining philanthropy to make it accessible and practical for everyday people, not just the ultra-wealthy. Dan Pallotta presents philanthropy as a strategic, impactful way of giving that goes beyond volunteering or donating goods— while helping readers understand the long-term impact of their donations. Learn more.

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