How storytelling helps nonprofits grow small-donor giving

With $74 billion in small-donor giving projected over the next decade, nonprofits that communicate clearly and consistently will stand out.

Changes to federal tax law in the One Big Beautiful Bill (OBBBA) are reshaping how donors give, and who is most motivated to support charitable causes. While nonprofits may face an estimated $6 billion decline in charitable giving from high-income donors and corporations, there’s a meaningful upside.

Beginning in 2026, taxpayers who take the standard deduction will be able to deduct up to $1,000 (single) or $2,000 (married filing jointly) in cash gifts to qualified public charities. Donor-advised funds and private foundations are excluded.

Because 90% of taxpayers don’t itemize, this above-the-line deduction opens the door for a surge in small-donor participation. Analysts expect nonprofits to see a rise in year-end giving, especially among middle-income households.

The opportunity?

Roughly $74 billion in small-donor giving over the next decade.

And one of the most effective ways to reach these donors is through clear, consistent storytelling.

Be crystal clear about what you do

When nonprofits try to broaden their appeal or navigate funding uncertainty, messaging can become vague or confusing. Donors need to understand who you serve, what you provide and why it matters.

Clarity builds trust.

Lead with visible impact

Small donors want to know their contribution creates real change. Share specific examples, outcomes and proof points. When people can see the difference their gift makes, they’re far more likely to give—and give again.

Tell human stories

A real person’s story always lands better than a statistic. Highlight individuals, families, moments, and transformation. Human-centered stories spark emotional connection and help donors feel invested in your mission.

Stay present between campaigns

If the only time donors hear from you is during a fundraising push, the relationship feels transactional. Regular storytelling like newsletters, social content, updates, profiles keeps your mission top of mind and strengthens loyalty year-round.

As the giving landscape shifts, nonprofits that communicate clearly and consistently will be best positioned to engage the growing pool of small donors.

If your team is refining your donor strategy, messaging, or storytelling approach, that’s exactly what I help nonprofits do.

Let me know if you’d like support.