Retail Fundraising or Individual Fundraising is the term for fundraising from a large number of individuals. This method of fundraising is receiving a lot of attention from charities everywhere as an untapped or lesser utilized opportunity. There can be several types of Individual Giving, including- cash donations, recurrent giving or regular donations (with any frequency- monthly/ biannual/ annual), legacy gifts/ will, payroll giving, and digital giving like online fundraising campaigns. Many organizations have a very supportive base of donors and advocates, yet this way of fundraising remains to be explored and maintained. If done well, Individual Fundraising can result in an ongoing stream of funding, deeper engagement levels, and a thriving and growing community base for an organization. This will also mean income diversification, less dependence on a few big donors, and therefore, more resilient, income-shock-proof and sustainable organizations.
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