Guest Column
The Power of the Crowd: The Case for Collective Giving in India
by GivingTuesday
Ask any nonprofit founder or fundraiser in India, and they’ll tell you: the signs are clear. The Bain-Dasra India Philanthropy Report 2025 reveals a troubling trend. Despite increased social sector funding, the gap between what’s needed and what’s available is growing. This shortfall, ₹14 lakh crore today, is expected to hit ₹16 lakh crore by 2029.
Corporate Social Responsibility (CSR) and family philanthropy are set to lead private sector giving. But everyday giving — donations from ordinary individuals — already contributes around 30% of all philanthropic funding and holds vast potential to grow.
In 2023, Anant Bhagwati (Bridgespan Group) and Woodrow Rosenbaum (GivingTuesday) proposed a bold idea: if 300 million middle-class Indians gave just ₹100 ($1.25) monthly, it would raise $4.5 billion — more than all CSR contributions combined.
The value of everyday giving goes beyond money. Research from GivingTuesday in the U.S. shows that donors are nearly twice as likely to trust their community and the nonprofit sector. This suggests a virtuous cycle: giving builds trust, which in turn fuels more engagement and generosity, strengthening civil society.
Why Isn’t Everyday Giving More Common in India?
1. We’re Shooting in the Dark Without Meaningful Data
One significant hurdle is the lack of data to inform everyday giving strategies. In the U.S., the Fundraising Effectiveness Project analyses sector-wide fundraising data and creates benchmarks against which nonprofits can measure their performance. In India, however, practical case studies and benchmarking remain scarce. As a result, organisations often start from scratch rather than building on tested methods.
To address this, the GivingTuesday Data Commons launched its first collaborative Indian study: Using Data and Research to Advance Everyday Giving (UDARTA:EG). The study aims to identify actionable insights for nonprofits engaging everyday donors, and findings are expected by September 2025. These insights could be a gamechanger for nonprofits seeking to scale their individual giver strategies.
2. Harnessing the Power of Giving Moments
Worldwide, ‘giving moments’ — specific times that spark collective generosity — have proven highly effective. India has several already: DaanUtsav, India Giving Day, Good Deeds Day, and the global day of celebration for GivingTuesday.
This year’s India Giving Day in March raised over $8 million from 2500+ donors in a single day. SVP India’s Fast Pitch saw over 4000 people participate in the two-hour event that raised ₹5.5 crore. Meanwhile, in the United States, where GivingTuesday is in its 14th year, donors contributed over $3.6 billion last year. In India, campaigns raised ₹3.6 crore — a promising start. The next GivingTuesday, on 2 December, will again encourage global acts of generosity — from donations to volunteering and kind gestures.
These moments are ideal entry points for nonprofits to attract new donors. Success lies in planning smart campaigns that ride these existing waves of generosity, executing them well, and building lasting relationships afterwards. Organisations like e-Vidyaloka, Manzil Mystics, and Sanjhi Sikhiya have effectively leveraged GivingTuesday. Manzil Mystics’ #StrumASmile encouraged all forms of generosity, while e-Vidyaloka mobilised its team for fundraising.
It’s not only global observances that matter. Indian festivals like Diwali, or international days like World Health Day, can also be leveraged to inspire giving. Sanjhi Sikhiya, for instance, centres its month-long retail fundraising drive around Guru Nanak Jayanti each year, and leverages GivingTuesday as a part of this campaign. When people contribute as part of a shared moment, it strengthens community bonds and shared purpose.
3. Building Capacity for Everyday Giving
Early data from UDARTA:EG shows many nonprofits struggle with organisational capacity, shying away from everyday giving due to a lack of resources or know-how. Common challenges include issues such as: ‘We’ve exhausted our networks’, ‘Our cause isn’t crowdfundable’, and ‘We tried, but nobody gave’.
While having a dedicated and well-resourced fundraising team is ideal, most nonprofits start small. Upskilling current staff, testing creative ideas, and planning focused campaigns can make a big difference. Ambitious goals may backfire, but gradual progress, guided by data and training, can be transformative.
Capacity-building efforts are already underway. danaVrddhi by danamojo, crowdfunding platforms like GIVE, and The ILSS Fundraising Program offer structured support.
Capacity-building efforts are already underway. danaVrddhi by danamojo, crowdfunding platforms like GIVE, and The ILSS Fundraising Program offer structured support. Building on this, GivingTuesday is launching Fail Forward with Retail Fundraising, a practical training program addressing real-world fundraising challenges. Sign-ups are now open for access and updates.
The Road Ahead: Growing a Movement
As India’s social sector confronts a growing funding gap, everyday giving represents a powerful, underutilised opportunity. It can democratise philanthropy, allowing millions to become part of social change, not just as donors, but as advocates and believers in a shared mission.
Asking for small donations isn’t just about raising funds. It’s about inviting people to be part of something larger than themselves. It helps build a sense of civic responsibility and belonging.
Yes, obstacles remain. But with insights from UDARTA:EG, strategic use of giving moments, and investment in training and tools, nonprofits can shift toward a more resilient and inclusive fundraising model. If cultivated well, everyday giving can become the cornerstone of a new era in Indian philanthropy — one where every ₹100 matters, and every giver plays a part in building a more generous future.
Copyright © 2024 India Leaders For Social Sector