How many spoons?

I was meeting with a client recently and we were discussing the need for an increase in managing a complete donor cycle with their individual donors. 

Too many are falling through the cracks – and the DOD (Director of Development) spends so much time on event planning and sponsorship deliverables that they aren’t focusing on prospecting to grow the pipeline of individual donors.

The DOD’s idea … “we need to use a bigger spoon.” 

My response, “we need to use more spoons!”

Then we dove into deciding how we could reach more prospects rather than just asking those we know already to dig deeper.

1. Mine Your Network (and Theirs): Start by mapping connections. Staff, board members, and loyal supporters often have networks of potential donors—they just need to be asked to open a door. Create a structured process for identifying, tracking, and following up on warm introductions.

2. Leverage Digital Storytelling: Use email, social media, and video to share compelling stories that highlight your mission’s impact. Include a clear call to action in each piece of content. Then, track engagement and follow up with the most responsive individuals to begin cultivation.

3. Segment and Personalize Outreach: One-size-fits-all appeals don’t work. Use what you know—past event attendance, volunteer history, giving patterns—to tailor your approach. Even small touches, like referencing a shared interest or specific program they’ve supported, can boost connection and response.

4. Implement a “Discovery Day”: Designate one day a week for staff to focus primarily on outreach to new prospects. No events, no deliverables—just calls, coffee meetings, and intentional relationship-building. Track progress and celebrate the new connections made.

In 2023, individual donors contributed 67% of all charitable giving. 

This means that out of every dollar given to charity, 67 cents came from individual donors.

While individual giving is still the largest source of philanthropic support, its share has been declining in recent years. (Giving USA report, 2024) Increasing visibility and the number of people that you ask to support you is key to the growth of your individual giving channel.

For more ideas and a review of the gaps in your donor pipeline - reach out to us at Team Kat & Mouse.