Fundraising
Individual giving
Formal definition
In fundraising, Individual giving refers to an operating term used for increasing supporter retention and lifetime value through better proposition and stewardship design.
What this actually means for you
Use Individual giving to guide live decisions: connect ask strategy to segment behaviour, response history, and stewardship capacity, with ownership and reporting agreed before campaign launches and supporter comms updates.
Example: At the next review checkpoint, Individual giving is used in practice like this: the appeal team tailors ask ladders by segment and adjusts follow-up timing based on response trends. Accountabilities are captured in team templates, reporting packs, and operating checklists.
Related guides and whitepapers
Read deeper guidance and implementation detail connected to this term.
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