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Two million US nonprofits are chasing the same shrinking donor pool, yet the vast majority of organizations still rely on generic appeals—from tote bag “bribes” to mass mailings—that modern donors are increasingly ignoring.
Explore this site to discover the identity-driven strategies—backed by our exclusive research white papers—that turn one-time gifts into loyal giving communities—without costly incentives or agency fees.
Five years ago, we alerted a group of assembled leaders of nonprofits from all over the US in Washington, DC to the fact that the nonprofit space was changing. Since then, those issues have persisted and the problems have magnified. And in that time, we have developed the means to help forward-thinking leaders navigate through these changing times.
When donations become interchangeable, donors choose convenience over conviction—when your $25 hunger donation looks identical to every other hunger organization's ask, often, convenience means doing nothing at all.
Since 2020, the number of nonprofits have grown by over 50%. With over 2 million nonprofits now competing for attention, the market is experiencing unprecedented saturation and mission overlap, necessitating strategic positioning for survival.
Small donor donations shrank by 12.3% YoY in 2023—and donors are no longer giving based on a single moral imperative. Traditional fundraising sees giving as a moral obligation while modern donors view it as identity expression—shifting from "Is this the right thing to do?" to "Does supporting this cause reflect who I am?" And most nonprofits have yet to understand that shift.
“For too long, fundraising has felt like shouting into the void, but The Small Biz CMO has changed all that.
Their data-first approach brings welcome precision: an analytical lens that shows exactly where every dollar can make the greatest impact. The resulting strategy blueprint is innovative, mission-conscious, and purposely avoids the transactional practices that plague our profession.
It highlights where our purpose resonates strongest and matches our unique value propositions with the supporters who will truly care about them. Then they take the next step to build the media targeting system to make sure that the people who want to hear our message actually do.
The depth of insight built into their processes is light-years ahead of the one-size-fits-all playbooks I usually see.”
David Chalfant
Director of Partnerships and Philanthropy
Bhutan Foundation
The Small Biz CMO empowers visionary nonprofit leaders with the strategies and tools to thrive in this new landscape. We've translated the best of brand thinking to the nonprofit space, allowing you to connect what's best about your organization with donors that will see their own values reflected in your mission, give more deeply and repeatedly, and become passionate advocates for your cause. Our approach moves you beyond one-size-fits-all appeals, equipping you to build lasting, identity-based relationships that transcend transactional giving.
With The Small Biz CMO, you’ll attract the right supporters, inspire meaningful action, and unlock sustainable growth—even in a crowded, competitive landscape.
Instead of chasing phantom donors with generic messaging, we're able to build messaging based on your particular brand attributes. This ensures that the audiences you target will be those who will see their values reflected in your mission.
Generic "crisis" messaging and swag bribes don't promote loyalty. Once we've identified your key donor personality segments, we'll build your messaging and programmatic frameworks to keep your segments engaged and giving on terms that resonate with them.
Income diversification is the key to survival in this new era. Not only will we help with strategies to attract and retain regular donors—small, large, and foundations—but we can identify services and other strategic opportunities that build on your competitive advantages. You'll create a competitive moat that your peers can’t easily cross, positioning your organization for resilient, sustainable growth regardless of market shifts.
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