Empowering Change: The Rise of Everyday Giving in India
A new study reveals that Indian nonprofits are increasingly leveraging 'everyday giving'—small, regular contributions from ordinary citizens—to sustain operations as institutional funding tightens. This citizen philanthropy now accounts for one-third of nonprofit funding, helping organizations secure unrestricted funds and build strong community ties.
- Country:
- India
Amid a decline in traditional funding, Indian nonprofits are turning to 'everyday giving'—small, consistent donations from ordinary citizens—to sustain their operations. This new approach is outlined in the 'UDARTA: Everyday Giving (EG) Report 2025,' jointly funded by GivingTuesday and Rohini Nilekani Philanthropies.
The report is based on a survey of 304 nonprofits across 26 states, revealing that donations from everyday givers already constitute about one-third of nonprofit funding. The study highlights how this form of giving provides a critical source of unrestricted funds, crucial for meeting operating needs and initiatives.
Additionally, engaging citizens in philanthropy not only supports financially but also builds communities and increases organizational visibility. However, the study indicates that many nonprofits struggle with donor retention, a challenge that could be mitigated by personalized follow-ups and strategic engagement campaigns.
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