Philanthropy for Everyone

This will come as no surprise to you...

I 💛 philanthropy!

And I bet you do too.

After all, it’s a beautiful idea. Philanthropy translates to “the love of humankind.”  It’s an invitation for everyone to make a difference—whether you’re giving $5 or $5 million, volunteering for an afternoon, or serving on a board. Every act of generosity matters.

But lately, I find myself conflicted. Philanthropy’s welcoming spirit is fading. What was once a movement that united people across income levels is starting to feel like a club for the ultra-wealthy.

Consider this: In 2024, 75% of all charitable giving came from major donors ($5K+) or mega donors ($50K+). If overall giving was on the rise, maybe that wouldn’t worry us. After all, fundraising often follows the 80/20 rule: 80% of gifts come from 20% of donors. Sometimes it’s even 90/10!

Here’s the problem: the number of small and mid-level donors is plummeting. Philanthropy is at risk of becoming an activity for the wealthiest few, rather than a movement everyone can join.

Why Small Gifts Still Matter

When my daughter and her best friend were eight, they set up a lemonade stand at our block party—not to fill their piggy banks, but to raise money for the local animal shelter. Thanks to our generous neighbors (and some truly excellent lemonade!), they raised $150. Those girls learned that they could make a real difference by rallying others to join them in giving.

Those small gifts mattered. And today, gifts of $5, $25, or $50 still matter. We can’t get so focused on maximizing ROI that we overlook our smaller donors. Honoring these gifts isn’t just good practice—it’s smart strategy.

• Most donors start with a small gift before trusting your organization with a larger one.

• Without new and smaller donors, your pipeline for future growth and sustainability dries up.

• If only megadonors are at the table, your nonprofit risks becoming an echo chamber, missing out on the diversity of voices essential for wise decision-making.

• When we fail to celebrate gifts and volunteerism of all types, we lose the inclusivity and diversity that make our sector strong.

Let's Re-Democratize Philanthropy

Total giving might be up, but donor participation is down. Have we treated smaller gifts as transactions, rather than relationships?

Ironically, America was once celebrated for its everyday generosity. In the 1830s, Alexis de Tocqueville marveled at how Americans “almost never fail to lend one another a helping hand,” seeing this as vital to a healthy democracy.

I won’t claim the decline in household giving is the sole threat to our democracy, but I do believe that generosity, in all its forms, deserves to be valued. As nonprofit leaders, we have the privilege and the responsibility to affirm big-heartedness and remind our communities that everyone belongs at the table.

Let’s make sure philanthropy remains a movement for all.