Individuals are the heartbeat of most nonprofit fundraising strategies. From grassroots supporters giving $10 a month to major donors funding capital campaigns, individuals contribute more philanthropic dollars than any other group. Their giving is deeply personal, often driven by lived experience, emotional connection, or a strong belief in your mission. Unlike institutional funders, individuals can give quickly, flexibly, and without restrictions—making them an essential part of your financial foundation.

Cultivating individual donors is both an art and a relationship-building practice. It starts with authentic storytelling: showing real impact, celebrating success, and acknowledging challenges. A food justice nonprofit, for example, might keep donors engaged by sharing stories of families served, behind-the-scenes staff perspectives, or updates from community partners. Donors want to feel part of something bigger than themselves—and consistent, heartfelt communication fosters that connection.

Retention is just as important as acquisition. A thoughtful stewardship strategy—thank-you calls, donor spotlights, handwritten notes, or impact reports—keeps people invested over time. As trust builds, some individuals will deepen their support through major gifts, bequests, or monthly contributions. Investing in these relationships pays off in long-term loyalty, increased giving, and a growing community of ambassadors for your cause.