Fundraisers’ top questions about individual giving answered

If your nonprofit is looking for new sources of funding, you’re not alone. Diversifying revenue streams has always been a key strategy in sustaining an organization’s work, but considering the significant cuts in government funding this year, it’s even more critical.

Candid recently hosted a 90-minute “Ask Me Anything” session on individual giving in which nonprofit CEOs, development directors, board members, and consultants asked me their real-time questions.

Against the backdrop of roughly 30% of U.S. nonprofits relying on government grants and donor retention rates stuck at a low 43% or so, the conversation was grounded in encouraging data: Individuals still account for 66% of all charitable giving in the United States—nearly $400 billion in 2024. And according to M+R Benchmarks, more than a quarter of nonprofit revenue is raised in December alone, which means there’s still time to implement new strategies before year-end.

Here are some of the questions asked during the session—questions many of you may also have:

What are a few high-impact, low-cost ways to show gratitude and retain individual donors?

Create a culture of gratitude beyond donation receipts. Segment donors in newsletters based on their interests, invite them to existing programs so they see your work in action, send birthday cards or seasonal greetings, host stewardship gatherings (virtual or in-person) just to say thank you—not ask for money or plan a Thank-A-Thon where board members and staff call to thank all supporters. Donor retention doesn’t require big budgets, just intentionality.

What data should we collect from individual donors?

Begin with the basics: full names, additional members of the household, contact details (email, phone, mailing address), and donation dates with amounts, so you can analyze donor giving patterns and build upgrade strategies from existing donors. Then add relationship data as you discover it: household income, volunteer history, board service, birthdays, education, interests. Don’t try to collect everything at once—create a system where you can add information over time. Loop in your marketing and finance folks as needed—they’ll have great suggestions, too.

How do we find new high-net-worth individual donors?

Start with who you know, not who you wish you know. Focus first on doing an exceptional job with current supporters and building an active board that is engaged in fundraising for your organization. Then leverage your existing supporters to help strategically expand your social circles. Consider attending business networking events, e.g., Chambers of Commerce or tech meetups; attend conferences in different industries aligned with your cause; collaborate with peer organizations to share networks; or volunteer at community events to build your brand awareness.

What if a donor wants to invest in your organization but wants to change the vision?

Have a clear fundraising plan and stick to it. Donors should be involved in your plan, not dictate it. When a donor offers funding for something off mission, respond with: “Glad to know you’re interested in being more involved in creating impact with us. Here are our current priorities that align with our strategic plan and vision. We’ve identified these areas as most critical for serving our community. How would you like to be involved?” You’re keeping them engaged and redirecting to your plan. If you need more time, let them know you’ll bring their ideas back to the team to discuss and someone will get back to them.

How do you approach donors who are passionate but not ready to give more?

It’s about discovery, not pressure. Ask them directly: “How would you like to be involved?” and “What timeline works for you?” Don’t assume why or if they’re not ready—let them tell you. For major gift prospects, assemble a team and create a plan and timeline for building the relationship. Sometimes the best next step isn’t about the money—yet. Focus on the relationship, not the transaction. Invite prospective individual donors to attend a networking mixer, serve on a committee, host a donor appreciation event, or make introductions. Keep them engaged in ways that interest them. Remember, larger gifts often require more time to develop the relationship.

How do we move beyond compassion fatigue and stand out when every organization needs help?

Be careful not to project your fatigue onto donors—they want to help and it’s your job to keep your cause top-of-mind for them. It’s been a hard year for many nonprofit folks, so acknowledge your fatigue and build self-care into your year-end plan to avoid burnout. To stand out with individual donors, tell authentic impact stories rather than overwhelming them with too many statistics. Use asset framing that focuses on your outcomes, not just the problem, to make giving to your organization hopeful.

Try matching campaigns that create community momentum to achieve a goal where every dollar counts. Refresh your year-end messaging—don’t repeat what you’ve said all year. Leverage followers on social media to engage different generations of donors and consider joining GivingTuesday or local Giving Days to find new channels of support.

These questions reflect the real challenges facing nonprofits today from donor retention to navigating potential mission drift. But they all circle back to the same fundamentals—build authentic relationships, engage them meaningfully, and stay true to your organization’s vision. Whether you’re just starting out or refining an established program, remember to start with gratitude and build on your existing strengths to increase individual support your mission deserves.

Want to learn more? Check out Candid’s free resources to support your fundraising.

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