Big and small, there is something for every donor

As your 2026 fundraising and donor stewardship efforts begin in earnest, it’s worth focusing on developing specific strategies for high-income and affluent donors on one hand, and entry-level donors on the other end.

Here is why this is wise and what you can do to get started.

Tailor outreach to affluent donors

A recent study conducted by the Indiana University Lilly Family School of Philanthropy reveals important shifts in how affluent Americans give. Affluent households continue to donate at high levels, with 81 percent giving and an average of more than $33,000 annually, even as overall participation has declined over the past decade. The study also shows affluent donors are giving more strategically and intentionally, often supporting multiple organizations and causes close to home while combining financial gifts with active engagement like volunteering.

What this means is that your fundraising and stewardship strategies for major donors should focus on personalization, meaningful connections, and demonstrating impact. This is especially important as tax incentives for donors who itemize deductions are now subject to new limitations through a 0.5% AGI “floor” and a 35% “cap.” It’s vital to communicate impact as tax deductibility becomes less of a motivator.

Adopt broad strategies for entry-level donors

As cultivation priorities for affluent donors are shifting, entry-level donors are becoming increasingly important under tax law changes effective for the 2026 tax year. The new above-the-line charitable deduction for non-itemizers (up to $1,000 for individuals or $2,000 for married couples) will expand the tax incentive for modest giving. Today’s entry-level donors are tomorrow's major donors; be sure your fundraising and stewardship strategies are designed to grow and engage a broad base of everyday supporters who may now find giving more financially feasible.

For example, consider communications strategies such as email campaigns and social media to explain the new incentive and offer simple ways for donors to give cash or small gifts early in the year. Educational content throughout the year about the impact of even modest giving can help encourage participation from a wider segment of the community.

Integrate your efforts to achieve optimal “coverage”

A smart fundraising strategy bridges both donor segments through diversified engagement and stewardship. Consider investing in donor education that addresses the motivations of affluent philanthropists while also demystifying giving for newcomers, who are encouraged by new tax incentives. Creating layered communication plans that address impact, community needs, and donor value—from small gifts to transformational commitments—will help you sustain support across economic levels.

As always, please reach out to the team at Kitsap Community Foundation to explore more ways you can cultivate a culture of giving that accommodates the preferences of a diverse range of donors. This is one of the best ways to strengthen your fundraising resilience in a changing philanthropic landscape.