Indian non-profits are increasingly turning to small, regular donations from the public, a model known as “everyday giving,” to address declining funding from traditional institutional and foreign sources. This trend is highlighted in the Udarta: Everyday Giving Report 2025, a comprehensive study developed by 13 social sector organizations and guided by over 50 collaborators, which examines the emerging role of public-driven contributions in sustaining non-profit operations.
The report, based on a survey of 304 non-profits across 26 states, reveals that donations from everyday givers now make up roughly one-third of all organizational funding. Around 96 percent of the surveyed organizations found this fundraising approach worthwhile, particularly for generating unrestricted funds critical for covering operational costs and responding to emergencies, especially as institutional grants become increasingly restrictive.
Beyond financial support, the study emphasizes that everyday giving fosters community engagement, enhances visibility, and creates long-term, authentic relationships with supporters. Smaller, community-rooted organizations, in particular, are leveraging this approach to strengthen resilience and local ownership. The model has been shown to be effective for non-profits of all sizes, ages, and focus areas.
Technology plays a pivotal role in this fundraising strategy. Organizations using simple digital tools such as website donation buttons or WhatsApp campaigns tend to raise more funds and retain donors more effectively. Personal networks, including friends, family, and volunteers, also remain key channels for attracting new supporters. However, donor retention remains a challenge, with nearly half of organizations lacking structured strategies to maintain ongoing engagement.
The Udarta report concludes that everyday giving represents a powerful yet underutilized resource for Indian non-profits. By embracing this approach, organizations can build a more resilient, community-rooted social sector, ensuring sustainability while deepening public participation and support.
