With the release of the latest Giving USA report on the horizon, the sector is closely watching to see whether the patterns of recent years will hold. In today’s philanthropic landscape, two realities may be unfolding. On one hand, staggering generosity from a small number of ultra-wealthy individuals is transforming institutions overnight. On the other hand, the quiet current of everyday giving — the lifeblood of a truly democratic philanthropic culture — feels like it may be slowing. According to the latest FEP report, small donor giving declined by nearly 9% in 2024, marking the third consecutive year of shrinking donor participation. Yet even this data may not tell the full story. As giving evolves — through crowdfunding, peer-to-peer platforms, and community networks — our tools have struggled to keep pace. 

This growing divide mirrors broader economic inequality. But more than that, it signals a loss of something essential: a sense of shared ownership in our civic and moral future. Philanthropy wove people into the fabric of their communities and made citizenship tangible. Philanthropy has always been shaped by large gifts. From Andrew Carnegie’s libraries to Jeff Bezos’ climate pledges, big money has long played a role in funding progress and innovation. But historically, that elite generosity was balanced, at times even eclipsed, by mass participation. The sector has always wrestled with the tension between elite influence and democratic participation. Big philanthropy has shaped the nation. Yet it was the small-dollar donors — the church tithers, PTA volunteers, and community fundraisers — who sustained it. 

Today, that balance is faltering. Many potential donors may feel disillusioned or sidelined, unsure whether their smaller gifts matter in a world of hundred-million-dollar announcements. Others may be deterred by declining trust in institutions, a lack of connection to causes, or the reduced appeal of itemized tax deductions, as tax deductibility carries less weight for today’s donors. This disengagement does not signal indifference; it reflects a loss of connection. And that loss is reversible. This moment can be more than a crisis. It can be a catalytic turning point. A chance to reimagine who gets to be a philanthropist — not only those with buildings named in their honor, but every person who feels called to contribute. A chance to re-center belonging at the heart of the giving experience. 

To restore this balance is not merely to raise more money — it is to restore voice, agency, and dignity to millions who want to shape the future. Let us remind ourselves that every gift is a declaration of hope, a stake in the common good, and a bridge between strangers. In this moment of challenge lies our greatest opportunity: to ensure that philanthropy remains not the domain of a few, but the shared expression of a people bound by care, conscience, and community. 

Bridging the divide will require a collective effort — one that invites people from all walks of life to see themselves as part of the philanthropic story. Whether you’re leading a national institution or a grassroots organization, every nonprofit has a role to play in making giving more accessible, more meaningful, and more connected. We must create space for everyone to feel like a philanthropist again — because a more inclusive culture of giving strengthens not only our organizations, but the fabric of our communities. 

Kristin Priest, MA, CFRE 

Kristin brings over two decades of consultancy and fundraising expertise to her role as VP of Client Strategy. She specializes in enhancing nonprofit development programs through major giving, capital campaigns, capacity building and data analytics. Kristin is committed to strengthening the nonprofit community and serves on the Milton Murray Fund board, is a member of AFP’s Research Council, and a founding member of the Fundraising Effectiveness Project. With a Master’s in Philanthropic Studies from the Lilly Family School of Philanthropy, she holds the CFRE designation and has extensive experience as both a mid-level and major gift officer.