Don't Forget Grandma Gini? (she may be loaded!) The importance of small donations

Tom Iselin
May 30, 2021
4 min read

Updated: 2 days ago

This video is a reminder that you should not forget small donors because many of them have deep pockets and may be just testing you, or they just might put you in their will!

https://youtu.be/6oA_2-oCeqw

Don't Forget Grandma Gini? (she may be loaded!)

The importance of small donations

Why “Grandma Ginny” Donors Are Your Hidden Major Gifts

Most nonprofits obsess over major donors—the $5,000+ crowd—while overlooking thousands of names in their database who give $25, $50, or $100 at a time. But here’s the surprise: those small gifts often signal potential, not limits. In fact, many “small donors” are simply testing you—your gratitude, your communication, and your professionalism—before they make a larger commitment.

This article breaks down why “Grandma Ginny” donors shouldn’t be ignored, how to spot them, and how one organization turned fifty-dollar donors into $250+ givers with one simple tactic.

The Problem: Big Databases, Small Expectations

. . . and the importance of small donations

Nonprofits often see a huge donor list as a win. But having 15,000 or 20,000 names means nothing if the strategy is “focus on wealthy donors and let the small ones do what they do.”

This thinking is flawed. Many organizations assume:

Small donors stay small
A $25 giver won’t ever become a $500 giver
A $100 gift represents someone’s actual giving capacity
Small gifts aren’t worth time or personal outreach

The truth?A lot of small donors aren’t giving small because they can’t give more.They’re giving small because they’re testing you.

Why Donors “Test the Waters”

Donors use small gifts as a way to evaluate:

How fast you thank them
How personally you communicate
Whether they feel appreciated
Whether you explain impact
How trustworthy and consistent you are

This isn’t limited to small donors.Major donors and mid-level donors test the waters too.

A donor who regularly gives $500 or $1,000 may first send a $50 gift to see how you respond.

Remember:The #1 reason people make a second gift is how you treat them.

If your organization gives them a flat, generic, late, or uninspired experience…They stay small.Or they disappear entirely.

The Opportunity: Your Database Is Full of “Grandma Ginny” Donors

Imagine a donor who has given:

$50
Ten years in a row

This person is practically waving a flag saying:“I believe in you. I trust you. I’m consistent. Please notice me.”

Loyalty is the strongest predictor of future giving.

But most nonprofits never look closely enough to see these people.

So here’s your challenge:Comb your donor list for small, consistent givers.They’re hiding in plain sight.

A Real-World Example: A 50% Upgrade Rate

One organization Tommy worked with tested this idea.

They combed through their database and identified hundreds of donors who:

Gave $50
Gave consistently
Showed up year after year

Instead of emailing them, they did something bold:They called them.

The results?

50% of the fifty-dollar donors upgraded to $250 or more
Three donors gave over $1,000
All from one phone call
Zero pressure—just connection and appreciation

This is not theoretical.This is what happens when you treat small donors like real donors.

How to Identify Upgrade-Ready Donors

When reviewing your donor list, look for:

Donors who give consistently year after year
Donors who give multiple times a year
Donors whose total giving is low but recurring
Donors who have increased gift amounts in the past
Donors with mid-level potential ($250–$1,000)
Donors who attend events but give small amounts

Your goal is simple:Find loyalty. Loyalty predicts generosity.

Create a “Giving Ladder” (Even a Simple One Works)

Give donors a clear path to move up.

Examples:

Bronze → Silver → Gold → Platinum
Supporter → Advocate → Champion → Visionary
Penguin → Dolphin → Whale (for ocean organizations)
Cabin → Lodge → Summit (for outdoor orgs)

It doesn’t matter what the theme is.What matters is that donors understand progression.

People like leveling up.Make it fun and meaningful.

Your Action Step: Comb the List and Make the Call

This week, choose ONE of these actions:

Pull a list of donors who’ve given for 5–10 years
Identify those giving $25–$100 consistently
Pick 50–100 names
Call them
Thank them
Tell them their loyalty matters
Share the impact of their giving
Invite them to consider a larger gift

It’s simple.It works.And your donors will love you for it.

Summary: Why “Grandma Ginny” Donors Matter

Small donors are not small.They’re signals of belief, trust, and long-term potential.

When nonprofits:

Pay attention
Show appreciation
Communicate personally
Demonstrate impact
Offer a path to level up

Small donors become big donors.

Your database is full of hidden gems waiting to be discovered.

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

Board Retreats & Strategic Planning

If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

Board Retreats and Strategic Planning Services: