More Than Dollars: Rebuilding the Middle of Your Donor Base

In fundraising, the dollars raised are the metric that typically gets all the attention. It’s the headline

number in annual reports, board meetings, and campaign wrap-ups. But if we only measure our

success by the total amount of money raised, we’re missing the bigger story—and potentially

risking our future.

Take a look at the latest numbers from the Fundraising Effectiveness Project. On the surface, the

headline looks positive:

Total dollars raised are up 3.5%.

But dig a little deeper, and you’ll see warning signs that deserve our attention:

The Numbers Tell a Different Story

• Donor count is down 4.5%.

• Donor retention has dropped again, now sitting at 42.9%.

• Small gifts ($1–$100) are down almost 9%.

• New donor retention is just 19%.

• Nearly 70% of donors gave only once in 2024.

  
  

We’re leaning harder on fewer people to make up the difference (our most loyal donors are being

retained at a rate of 87%). Major and supersize donors are giving more, but small donors are

disappearing. And that’s a trend we can’t afford to ignore.

The Middle Is Where the Future Lives

Let me tell you a story.

A small nonprofit I worked with had a modest base of recurring $25 donors. Over the years, a

handful of them increased their gifts—slowly but steadily—until one became a $10,000 donor.

When we reached out to thank them, they said, “I gave every year because you remembered me

every time. I always felt like I mattered.”

That donor didn’t start with a $10,000 check. They started with loyalty that came from

stewardship, appreciation, and feeling like they were part of the story.

When we focus only on large donations, we lose sight of the journey that turns everyday

supporters into our most powerful advocates.

What Can We Do?

Here are three opportunities nonprofits can pursue to respond to this shift and rebuild from the middle:

1. Prioritize Retention Over Acquisition Alone

Don’t just focus on getting new donors in the door—pay extra attention to the ones you

already have. Even modest repeat gifts are a powerful signal of belief in your mission and

the success of your communications strategy.

2. Humanize Stewardship

Make your donors feel seen. A personalized email, a quick thank-you call, or a

handwritten note goes a long way—especially for donors making smaller gifts who often

feel invisible.

3. Nurture the Path to Major Giving

Today’s $25 donor could be tomorrow’s major gift if you cultivate that relationship.

Track giving frequency, not just size. Celebrate loyalty as much as generosity.

The Bright Spot: Small Nonprofits Are Growing

Interestingly, nonprofits with annual revenue under $100K saw 29% growth, while those over

$25M actually declined. Why? Possibly because small organizations tend to be more personal,

more immediate, and more connected to the communities they serve.

That’s a reminder to all of us: relationship-building isn’t just a nice-to-have. It’s a growth

strategy.

Final Thought: Rebuild from the Middle

It’s not just you. If your donor list feels thinner and your campaigns are harder to land, you’re not

alone. But this is fixable. It starts with clarity, authenticity, and consistent connection with the

people behind the donations.

Loyalty pays—but it must be earned, nurtured, and appreciated.

How Team Kat & Mouse Can Help

At Team Kat & Mouse, we specialize in helping mission-driven organizations strengthen donor

relationships at every level. Whether you need help identifying hidden patterns in your data,

developing thoughtful stewardship strategies, or designing communications that make donors

feel truly seen, we’re here to support you.

We believe the heart of successful fundraising lies not

Just in asking, but in building meaningful, lasting relationships.

Let’s rebuild your donor together—from the middle out.

Reach out today.