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Skagit Valley Hospital

The Year of the Everyday Donor



These days we’re all wondering what’s next—this week, this month, next year.  Turmoil and how to navigate it, the subject of many articles this past year—including one recently on this blog by Kate Roosevelt—is a hot topic.

Every year the New York Times publishes a special edition on charitable giving, and this year’s was released last week (November 11).  Though a bit thinner than in years past, the section still offers several articles worth your time.

Capturing what many of us have experienced over the past year is a piece by Stephanie Strom entitled “New Fame for the Everyday Donor.”  She notes that while smaller dollar gifts and donors who contribute them have always been an important part of philanthropy, their contributions are usually overshadowed by reports of mega-gifts.

Not so this year.  2009 witnessed the rise of the everyday donor—those individuals whose smaller, but regular gifts make up a healthy chunk of many organizations’ annual budgets.  This past year in particular these donors have emerged as the heroes of the nation’s special events, which, despite declining sponsorship dollars, have seen record attendance and numbers of gifts leading in many cases to exceeding revenue goals (see Aggie Sweeney’s post on Hopelink’s recent success).

If you haven’t already seen this special section, I highly recommend using some of your reading time this week to take a look.   

Questions or comments?  Email me at kristinb@collinsgroup.com


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About the Author

Kristin Barsness CFRE

Vice President

With a researcher’s eye for the important details, Kristin understands the intricacies of building strong donor relationships to meet your fundraising goals.


One Response

  1. We are finding exactly these results of our spring and winter appeals/campaigns for Clean Water. Smaller average gifts of $50-$100 are rising rapidly and becoming the mainstay of our individual giving. We do testimonials from average folks about why they choose to give to protect and restore Puget Sound as the core of our online fundraising. How do we adequately acknowledge them?
    Thanks, Diane, Director of Development


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