The Ordinary People Society - Small Donor Program

The Ordinary People Society (TOPS) is a grassroots organization dedicated to supporting justice-impacted individuals and historically marginalized communities. Through direct services, advocacy, and leadership development, TOPS empowers communities to take action for systemic change. Their work is rooted in community engagement, addressing immediate needs while also building long-term solutions for justice and equity.

Overview

With a grant from Progressive Multiplier, TOPS developed a comprehensive small donor fundraising strategy to generate independent revenue while advancing their mission. By designing a multi-faceted approach that included digital fundraising, community partnerships, and event-based fundraising, TOPS built a foundation for financial independence while strengthening their movement-building capacity. The project transformed their approach to fundraising and created pathways for deeper community engagement.

Key Strategies & Tactics

TOPS's small donor fundraising initiative consisted of several integrated components designed to diversify revenue while engaging different segments of their supporter base:

• Digital Infrastructure Development: Researching and implementing Givebutter as their CRM platform to manage donor relationships and facilitate online giving
• List Building: Expanding their prospect database through partnerships and community outreach to over 20,000 constituents
• Email and SMS Campaigns: Developing regular communication cadences to solicit donations
• Event-Based Fundraising: Organizing community events with integrated fundraising components, including their Unity Banquet, Soup Kitchen Anniversary, and holiday gatherings
• Dedicated Capacity: Hiring an Administrative and Social Media Coordinator to support their digital fundraising efforts

Lessons Learned

• Leverage In-Person Events: Face-to-face interactions at events proved most effective for fundraising success
• Overcome Asking Anxiety: Pushing through the fear of soliciting donations at events led to significant financial returns
• Invest in Systems: Implementing a CRM and structured approach to fundraising created a foundation for sustainable growth
• Build on Existing Relationships: Pre-established connections yielded better results than outreach to new constituencies
• Embrace Systematic Approaches: Treating fundraising as a holistic institutional strategy rather than ad hoc activities improved results
• Diversify Revenue Streams: Different fundraising approaches reached different supporter segments

The Multiplier Effect

Impact

Through this experiment, TOPS was able to create meaningful pathways for community members to financially support their work while deepening engagement with their mission. Their events strategy, which integrated fundraising into community gatherings, resonated deeply with their base and attracted new supporters to their cause.

This approach not only raised funds but enhanced their organizational capacity and increased their ability to respond to community needs. The funds raised were reinvested into TOPS programs, including providing food assistance, hygiene products, sponsoring children at Christmas, and responding to urgent community needs such as utility bills, rent payments, and funeral costs. TOPS was also able to share some of the fundraising dollars with smaller community collectives to help with their events, extending the impact beyond their own organization.

Originally motivated by the desire to reduce reliance on inconsistent grant funding, the increased financial independence and community connections directly supported TOPS's ability to maintain momentum in their advocacy work and respond flexibly to emerging community needs.