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A Place for Every Gift, Big and Small

As you begin planning your 2026 fundraising and donor stewardship efforts, it’s worth stepping back to look at the full spectrum of your supporters. Successful fundraising strategies recognize that donors come to philanthropy from very different places. High-income donors usually come in with specific motivations and plans, while more entry-level donors may need more guidance on accessible options.

The key is to find strategies that serve both groups. That’s how you get a long-term, sustainable program.

Tailoring Outreach for Affluent Donors

Recent research from the Indiana University Lilly Family School of Philanthropy highlights important shifts in how affluent Americans approach giving. While overall donor participation has declined nationally, affluent households continue to give at high levels. More than 80 percent donate each year, with average annual giving exceeding $33,000. What’s changing is how they give.

These donors are increasingly intentional and strategic in their giving. They may support multiple organizations or specific causes they care about, and may even spend time volunteering and serving in advisory roles as well. This means traditional one-size-fits-all major donor outreach is no longer enough.

For this audience, personalization matters. These donors want to know how their specific gifts will be used and make an impact, and they want to know the tax implications for themselves. New limitations on itemized deductions mean that taxes alone aren’t enough, so clear storytelling and personal relationships are now the strongest tools for engaging affluent supporters.

Expanding to Entry-Level Donors

At the same time, entry-level donors are becoming more important as tax law changes take effect in 2026. The new above-the-line charitable deduction for non-itemizers creates a fresh incentive for modest giving, allowing individuals and couples to receive tax benefits even without itemizing deductions.

This shift presents a valuable opportunity to grow your donor base. Entry-level donors are often early in their philanthropic journey, but they represent the future of major giving. Fundraising and stewardship strategies should make it easy for these supporters to participate, understand their impact, and feel connected to your mission.

Channels like email campaigns and social media outreach are powerful here, especially when they focus on clear communication. Ongoing storytelling throughout the year that shows how small gifts add up can reinforce the value of participation and build long-term loyalty.

Bringing It All Together

The strongest fundraising strategies don’t treat donor segments as separate silos; they focus on layered approaches that have a shared sense of purpose. Education efforts can address the strategic interests of affluent donors while also demystifying giving for newcomers. Communications that emphasize impact, community needs, and donor value at every level help create continuity across your donor base.

If you’re looking for guidance as you refine your approach, the community foundation is here to help. Let’s talk strategies for every kind of donor.