Low-end Donors Matter, Too

Lower-dollar donors, however, couldn't care less about the latter. Carlson says small-dollar donors understand that their unrestricted modest gifts, coupled with other donors' unrestricted modest gifts, make a real, attributable difference to the organization they're supporting.

Other characteristics include wanting to support a "cause," contributing to seven to ten different nonprofit organizations annually, and having little or no interest in deducting their gifts come tax time.