Small Gifts Campaign
Nonprofit fundraising operates on many levels. Historically the greatest attention has been paid to what we refer to as major givers and gifts. The old 80/20 rule that 80% of the money comes from 20% of the givers has been a near universally accepted principal.
In recent decades grant-making organizations such as philanthropic foundations have loomed larger in the minds of many nonprofit boards, CEOs, and development officers. This although those organizations supply less than a fifth of the money contributed to nonprofits.
Most recently, with the advent of the Internet, small gifts from individual donors have been receiving greater attention from the fundraising community. A strategy that actively seeks numerous small gifts can pay off big time for nonprofits. It has been proven to bring in substantial amounts, and it can greatly aid donor acquisition and retention efforts.