In a World of Trillions, We Still Count Every Dollar
Originally Published August 16, 2010. Updated for April, 2025. Why Small Gifts Still Matter—And How to Show Donors Their Impact Over 40 years ago, comedian Steve Martin did an inflation routine that featured the line, “Gee, I got four dollars; I think I’ll throw it out into the street.” This came during the gas strikes and economic upheaval of the 1970s, when Americans were tightening their belts and discovering—often painfully—that a dollar doesn’t always go as far as it used to. Fast-forward to today. After a global pandemic, supply chain disruptions, and record-breaking inflation, people are once again questioning the value of a dollar. And yet, ironically, we’ve also become desensitized to massive numbers. We scroll past headlines featuring numbers with 9, 12, or even 15 zeros after them—trillions in deficits, billions in bailouts, and quadrillions in global debt. When numbers get that big (do you really know your numbers?), the average person tends to mentally check out. We don’t think in terms of scale anymore. We think in terms of irrelevance. “What’s my $50 going to do in a world where the national debt hits $34 trillion?” The Illusion of Insignificance This is the trap donors fall into—and it’s deadly for fundraisers. When even a million dollars looks “small” compared to what’s casually tossed around on the nightly news (again, know your numbers), a $25, $50, or even $500 donation can feel meaningless to your prospect. And if they believe it won’t make a difference, they won’t give at all. Your job is to destroy that illusion. Because it is an illusion. Every dollar matters—to you. It’s our job as fundraisers and communicators to remind donors of that truth. And not just remind them, but help them feel it. Context Is Everything To a major university, $100 might not move the needle. But to a local food bank, that same $100 might translate to 300 meals. To a national charity with a $40 million endowment, $1,000 might not get a seat at the table. But to a small nonprofit rescuing stray animals, it could cover an emergency surgery and vaccinations. And in planned giving? The stakes are even higher. A single bequest from a loyal donor—who never gave more than $20 a year—could one day grow your endowment by $20,000 or even $200,000. Specificity Breeds Belief The antidote to “I don’t think my gift matters” is specificity. That’s why, when it comes to planned giving, your messaging must be concrete and real. Here’s what your prospects need to know: Let them know exactly how much good their donation will do. Translate numbers into outcomes. Show how their gift of stock, property, or a percentage of their estate will impact real lives. Explain how every donor matters. Don’t say, “We need your support.” Say, “We cannot succeed without the generosity of people like you.” Show them the long-term vision. Help them understand that planned gifts aren’t just about immediate impact—they’re about building something lasting. A stronger endowment. A future-proof mission. A legacy. Affirm their value. Make it clear that you’re not measuring gratitude by the number of zeros in their check. Make it about intention, trust, and belief in your mission. Tell them—truthfully—that every dollar looks big to your nonprofit. Because it does. Why It’s Personal Here’s the kicker: Most donors aren’t looking to be heroes. They’re looking to be useful. To have purpose. To know that what they’re doing actually counts for something. And that’s a powerful psychological lever. When you help a donor see the difference they can make—even with what they view as a “modest” gift—you empower them. Suddenly, they go from a passive bystander to an active partner. From “what difference can I make?” to “I am making a difference.” Every Gift Has a Story I once spoke with a fundraiser at a rural hospice who told me about a donor who never gave more than $10 a year. Quiet, humble. Lived on a fixed income. After she passed away, the nonprofit learned she had left them $75,000 in her will. She never thought of herself as a philanthropist. But she believed in the mission. You never know who’s listening. You never know which small gift is the start of something profound. The Big Picture Let’s hope we live to see a day when we’re not so numb to trillion-dollar headlines. When “debt ceiling” isn’t a term we hear weekly. When a dollar once again feels like a dollar. But until then? We fight the tide. We make it personal. We get specific. We show donors that size doesn’t matter—impact does. Because to your nonprofit, every gift counts. Every donor matters. And every dollar? Still looks big.
