Over the past decade, I’ve watched with interest as the traditional donor pyramid has steadily morphed into a new shape.
Traditionally, about 50% of a Rescue Mission’s revenue came from donors giving less than $1,000 per year. Today, our pyramid has become top heavy: Higher value donors are making up a disproportionate amount of fundraising revenue.
For Rescue Missions and faith-based nonprofits, this shift has deep implications – not just for how you raise money, but for how you plan to sustain your organization far into the future.
Donor behavior is changing…and nonprofits must change too to address these trends.
From Pyramid to Trapezoid: What the Data Tells Us
In a study BDI conducted of 50 Rescue Missions from across the US1, we witnessed our familiar pyramid flattening into something new, a square verging on an inverted trapezoid. It’s a clear trend: fewer donors are giving far more. These donors’ large gifts are contributing a greater share of total revenue.
Let’s look at the numbers:
- Mass donors (giving less than $1,000 annually) still make up over 93% of the donor base, but they now contribute approximately 34% of revenue.
- Major donors (giving $10,000 or more annually) account for less than 1% of total donors, yet deliver approximately 33% of total giving.
This isn’t just a blip. It’s a decade-long trend, and it’s happening across small, medium and large Rescue Mission markets alike.
Key Market Shifts Behind the Trapezoid Trend
- The Great Wealth Transfer – Over the last 10 years, the quantity of mass donors in our Rescue Mission study declined by 15%. At the same time, major donors are supplying an ever-increasing percentage of revenue. It’s estimated that over the next 20 years, the US will experience a wealth transfer of $80 to $120 TRILLION – with $18 trillion projected to flow to charities.
- The GoFundMe Effect – Direct giving on platforms like GoFundMe have shown explosive growth, from $1 billion raised in their first five years… to over $30 billion from 150 million unique donors. Donors increasingly want to give directly to people in their network and see their impact through tangible, immediate outcomes.
3 Big Questions for Rescue Mission Leaders
In this new landscape, the path forward begins with reflection. So based on the latest trends in donor behavior for Rescue Missions, here are 3 key questions I encourage you to consider.
1. Is your organizational structure optimized for middle and major donor growth?
- Do you have staff focused on deepening relationships, not just processing gifts?
- Are you actively cultivating legacy donors? (e.g., giving through wills, bequests, Donor Advised Funds and IRA charitable tax deductions)
- Is middle and major donor development prioritized in your planning?
- Are you still measuring success by number of donors – or by lifetime value and retention?
- Are you adjusting your strategies to create tailored donor journeys that nurture high-investment relationships?
- Can donors see clearly how their gifts create real, measurable change?
- Do you follow up with messages of gratitude and real stories of impact, made possible by a donor’s generosity?
- Are you telling stories that connect their gift to a life transformed?
Adapting to Change... So We Can Change More Lives
As we watch the traditional fundraising pyramid continue to evolve, remember this: These changes aren’t something to fear. They’re a chance to realign your strategies with the latest trends in donor behavior.
So let’s boldly embrace the changing shape of our supporters! For Rescue Missions rooted in faith, trust and transformation, it’s a critical opportunity to deepen relationships with those who rally behind our causes.
The landscape is changing. So let’s change with it. And in doing so, let’s change more lives.
If you want to go deeper into these trends – and how BDI Rescue Missions are navigating them successfully – I encourage you to read our 2025 Rescue Missions Benchmark Report. In it you’ll find proven, data-backed strategies for growth that are working for our Rescue Missions.
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1 The study looked at individual giving only and excluded capital campaign gifts.
