Through donations and bequests, individual donors typically account for more than three-quarters of charitable giving each year. Nonprofit organizations rely on individual donors for consistent support.
To help you get started, Candid's webinar, Introduction to Individual Giving, will provide an overview of the fundraising landscape and walk you through the key components of an individual giving program. Watch now:
It is a good idea to focus on the potential of individuals that are closest to your organization and its mission rather than approaching wealthy public figures. Most celebrities are inundated with requests for money, and they may have no connection to your nonprofit's mission or location.
Instead, build personal relationships with affluent and well-connected local community members. They are more likely to have a personal connection to and interest in your community, and therefore may be more inclined to donate and get involved in your cause.
The Candid video, Steps You Can Take Immediately to Diversify Your Board and Major Donor Base, will give you practical methods to building powerful relationships with diverse people who offer expertise, wealth, and influence.
One of the first steps in approaching potential donors is to find detailed information about them. This is also known as prospect research, and it involves networking, making contacts, and checking multiple sources.
Yet researching individual philanthropists is somewhat difficult because, unlike foundations, they are not required to publicly disclose their financial and philanthropic activities. Some ways to learn about potential donors:
- Search local media for stories about people who have prospered in their professions and are active in civic affairs and charitable causes. Your public library probably has databases to search many news sources at once.
- Network with your prospect's acquaintances. This may yield valuable information, perhaps even an introduction.
- Prospect research Web sites link to multiple online resources to learn about a person's giving potential and interests.
- Some Candid partner locations subscribe to the following databases that can be helpful in prospect research (check your nearest location for availability):
Where can I find information on planned giving?
Briefly, planned giving is the solicitation of major gifts for a nonprofit, often contributed by an individual donor through a will, bequest, or trust.
For donors, planned giving might be a way to give their life new meaning, to keep doing good even after death.
For nonprofits, planned giving can be an important part of an overall fundraising plan, because it helps diversify where their money comes from. This strategy is especially important during difficult economic times.
Planned giving can be structured over a period of time or can be deferred, and it can involve a variety of assets, including stock, securities, and property as well as cash.
Learn more about planned giving with the staff-recommended resources list at the bottom of this page.
How much do individuals give to charity?
One of the most authoritative sources of charitable giving statistics is Giving USA Foundation's Giving USA: The Annual Report on Philanthropy. This report, researched and written by the Lilly Family School of Philanthropy at Indiana University and published by Giving USA Foundation, has been published annually since 1955.
Candid also reports giving by individuals to charity in our U.S. Social Sector dashboard, which includes an infographic showing the amount of funding charities receive by source (individuals, foundations, bequests, corporations, government grants, and earned income).
Dive in to this topic with the following Candid courses:
- Quick take! Learn how to tell your story online in order to connect with potential donors:
Charitable Gift Annuities
Annuity.org
An educational guide to help nonprofits better understand what charitable gift annuities are and how they can be beneficial for both the donor and receiving organization.
Subscription required. WealthEngine is a web-based research tool that offers wealth screening, customer segmentation and modeling, and donor analysis.
American Council on Gift Annuities
This national organization provides educational and other services to American charities regarding gift annuities and other forms of planned gifts, including information on ethics and best practices.
National Association of Charitable Gift Planners
Formerly the Partnership for Philanthropic Planning, this association is a membership organization for professionals in the charitable gift planning field. The site offers a blog with insights about planned giving.
What is Planned Giving?
PlannedGiving.com
While some information on this site is fee-based, it provides free access to a number of helpful articles, including "What is Planned Giving?," a basic overview of the topic and the most common types of major gifts given to nonprofits. (Find the article link under "Resources" at the bottom of the page.)
Free record of publicly reported charitable donations of $1 million or more made in the U.S. since 2000. Users can search for information by donor or recipient organization, type of donor or nonprofit, and gift size and date, as well as download results.
Information on more than 120,000 deceased politicians, judges, and diplomats. Can be searched alphabetically, by offices held or sought, date of birth or death, leading political families, geographic location, awards received, cause or circumstances of death, and more.
Subscription required. DonorSearch is a prospect research tool providing information on donor giving history and assets.
Subscription database of biographical data for leading professionals worldwide in a variety of fields, including business, law, science, medicine, the arts, government, and entertainment. Your public library might have access to the database or have print versions of the Who's Who directories.
SearchSystems.net - The Largest Public Records Directory
Large directory of links to free public record databases on the Internet.
Search by state on how to get birth certificates, death records, marriage licenses, divorce decrees, naturalization, adoption and land records, with listings of other relevant databases and links for those locations.
Equilar Atlas allows development officers to prioritize prospects through connections with friends, acquaintances, and business relationships. Free and fee-based accounts available.
Federal Election Commission Disclosure Database (government web database)
FEC
Search for contributions made by individuals using contributor name, city, state, zip code, principal place of business, date, and amount.
Giving Statistics
National Park Service
This agency within the federal Department of the Interior provides a useful roundup of charitable giving statistics and analysis of the data. The webpage includes the 2009 Giving USA pie charts/data on giving by source and by recipient type:
Spotlight: 2023 Trends in Giving
Blackbaud Institute
The Blackbaud Institute philanthropic dataset tracks thousands of nonprofit organizations totaling over $50 billion in fundraising revenue globally. This report spotlights a five year look at giving, showing the durability of generosity sparked during the pandemic, as well as the top three highest performing subsectors for overall and online giving in 2023.
Individual Statistical Tables
IRS Tax Stats
Provides tables on itemized deductions, spreadsheets which include cash and noncash contributions.
Charitable Giving Statistics
National Philanthropic Trust
Provides summary statistics on giving by institutions and individuals and includes information on donor-advised funds, supporting organizations, and other charitable entities.