What If We Treated Annual Gifts Differently?

Every nonprofit loves to talk about “major gifts.” The transformational, six- and seven-figure donations that change the trajectory of an organization. And yes, those gifts matter. But somewhere along the way, too many of us started calling annual gifts small.

And that word does real damage.

Annual Gifts Aren’t Filler

Annual donors aren’t just padding your participation rate or filling in the gaps until a big campaign comes along. They are the steady heartbeat of your mission. Their recurring generosity keeps the lights on, the staff paid, and the programs moving forward—day after day, year after year.

Without them, the big, splashy moments wouldn’t even be possible.

Annual Gifts Are Fuel

Think about it:

• That $50 monthly donor covers the cost of supplies you must have on hand before you can even think about scaling.

• The alum who gives $250 each year may be the one who steps up to chair your reunion giving committee.

• The volunteer who chips in $100 every quarter is already showing you their commitment—and their potential for deeper involvement.

These gifts are the foundation, not the footnote. They build stability and predictability into your budget, allowing you to dream bigger.

The Language We Use Matters

When we call them “small,” we unintentionally diminish the people behind those gifts. We suggest that their contributions aren’t worth celebrating. And then we wonder why retention is low, or why donors don’t feel connected.

If you want people to value giving at every level, start by showing you value it first:

• Highlight annual donors in your impact stories, not just major donors.

• Show the collective power of participation (e.g., “Together, 1,000 donors covered the cost of…”).

• Reinforce the truth: every gift is essential, because every gift fuels the mission.

The Real Truth

Annual donors are not training wheels for major giving. They’re the backbone. When you honor that role, you don’t just increase retention—you build a culture where generosity of every size is celebrated and sustained.

So let’s retire the word “small.” Because in the work we’re doing, there’s no such thing.