New York Times: New Fame for the Everyday Donor
AFTER years in the shadows, the everyday donor is emerging as philanthropy’s newest hero, the driver of a more down-to-earth approach to charity. Sure, Bill and Melinda Gates, Warren Buffett, Bono and other celebrity mega-donors still have their place, but now high-profile charities are homing in on smaller donations, while new charities are being organized around the principle of modest giving.
“This is one of those all-hands-on-deck moments where we absolutely need to engage everyone, whether they are able to give 50 cents or $50 million,” said David Saltzman, executive director of the Robin Hood Foundation, famous for annual benefits where billionaires routinely hand over $20 million.
Americans have always been generous givers, and small donations have always played their part. After a tsunami devastated parts of southeast Asia in 2004, individuals in the United States donated $2.78 billion of the $6.2 billion raised for relief efforts — and the median gift was $50, the average gift $135. Yet multimillion gifts and lavish campaigns and events often commandeered the spotlight and the press coverage.
“We are deluded by the attention paid to the large contributors in our country,” said Wendy Smith, author of “Give A Little: How Your Small Donations Can Transform the World.”
“Small checks coming through the mail are the bread and butter for most organizations.” ...
