HNIs are High Net-worth Individuals, meaning those having high net worth resource with them and thus, have a high potential of giving/donating.
There is no specific definition of whom to call HNI and each organisation may develop and follow their own definitions and maintain their own databases of HNIs.
In the Indian context, many organisations treat those individuals having an annual income of INR 7 million (USD 0.1 million) to INR 35 million (USD 0.5 million) as HNIs and they are large partners in Private equity firms, investment bankers, promoters or small industrialists. These are mainly first-generation HNIs that NGOs get signed-up. Many of them are now leading family businesses, and philanthropy is an emerging way of life for them. Although the amount mentioned above, may change from organisation to organisation; the worth for ultra-HNIs is around USD 3.5 million. An interestingly higher number of such individuals does exist in developing countries too and thus, there is a high potential of fundraising through HNIs. The amount of donation that you receive from HNI donations varies. A medium-sized NGO may aspire to have this amount around USD 1000.
Another advantage for such donations are, with proper servicing and donor relationship management one can continue getting the donation year after year.
Bigger NGOs have separate departments/teams within their fundraising division who deal with fundraising only from HNIs and it is worth given the total funds that they could receive from HNI. Those, who have celebrities as brand ambassadors, they too are involved in getting HNIs engaged with the organisation. One such activity is joint project visits where HNIs, celebrities and key NGO representatives participate together. Another activity for getting donations from HNIs is Auctions of items/ materials, hosted by celebrities.
Kind of support that is provided by the NGO to HNI varies depending upon the number of funds that are received as a donation. For large donations, equivalent to a total project funding, a detailed project design, etc. is developed and submitted to the donor along with later sharing monitoring report and the final report. It’s also important, if possible, to organise project visits for such donors. Whereas, smaller donations are utilised in ongoing programmes.