Individual giving refers to financial contributions made by private individuals to a nonprofit organization. It includes a wide range of gifts—such as one-time donations, monthly recurring gifts, major gifts, planned giving (e.g., bequests), and peer-to-peer contributions—and remains the largest and most consistent source of nonprofit revenue in the U.S.
Development professionals cultivate individual giving through fundraising campaigns, events, online and print appeals, and one-on-one relationship building. Donors may give in response to broad outreach or through personalized solicitation based on their capacity, interests, or past giving behavior.
