Contributing Author: Susan Kramer
Why Small Gifts Can Be Big Clues
After 30+ years in fundraising, I’ve learned this: Your next major donor might already be in your system—you just don’t recognize them yet.
I’m talking about the foundations that gave you $1,000 once. Or maybe $2,500 through a Giving Tuesday match. Gifts that seemed small or one-off. But when you look closer, those transactional gifts often come from funders with transformational potential.
And that’s where Impala changes the game.
So, I sat down with the Impala team to walk through the best parts of my go-to prospecting playbook—much of which this post taps into.
Or if you’d rather watch, here’s the full playbook on video:
How I Use Impala to Find Hidden Gems
When I step into a nonprofit’s CRM, I’m not just looking for names. I’m looking for patterns.
With Impala, I can filter foundation records by:
- Under 1% of total philanthropic giving (aka they’re not prioritizing you… yet)
- Median gift sizes across years (to see if we’re way below their norm)
- Lapsed donation years (hello, 2021 ghosters)
From there, I build a list of warm leads—funders who’ve given before but have way more potential. These aren’t cold prospects. They’re doorways. We just haven’t knocked loudly enough yet.
Want to see how that works in real time?
Below, you’ll find an interactive demo that walks through exactly how I spot these patterns inside Impala—and how you can start building your own warm lead list in minutes.
What Happens Next: The Follow-Up Play
Building the list is just the first move. The real momentum comes from what you do next.
Here’s how I coach teams to follow through:
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Get curious. Who secured that original gift? What’s the story behind it? Was it a campaign push? A relationship that’s gone quiet? Understanding the context gives you your re-entry point.
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Get courageous. You’re not sending another generic email into the void. You’re reaching out to a real person, with a real giving history, and likely—real interest.
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Get strategic. Don’t go it alone. Loop in your board. Tap your advisory council. Leverage warm intros wherever you can. A cold email is easy to ignore. A warm referral isn’t.
This is where the transformation happens. I’ve seen organizations unlock five-figure gifts from funders who were treated like one-and-done donors—until someone had the data (and the confidence) to pick up the phone and re-engage.
It’s not just follow-up. It’s a second chance to get it right.
When I see a $1,000 gift from a foundation that gave away $20 million? I get excited.
Advice for Fundraisers (New and Seasoned)
If you’re new to fundraising: Be fearless. Be authentic. And get a coach.
This isn’t a role you master by reading alone. Fundraising is a craft—not a script. You learn by showing up, by having real conversations, by hearing no and trying again. Find mentors. Ask questions. Watch how experienced fundraisers move—and then make it your own.
If you’re seasoned: Be careful not to confuse experience with growth.
Too many of us stick to the same routines, running the same reports, chasing the same prospects—hoping this time something hits. But the landscape has changed. AI isn’t coming. It’s here. And tools like Impala are rewriting what prospecting looks like.
Faster searches. Smarter insights. Better targeting. If you’re still doing things the hard way, you’re not just burning time—you’re leaving money on the table.
Don’t be the expert who gets stuck in the rut. Be the one who evolves with the work.
Final Word
Don’t overlook what’s already in your file.
That $2,000 gift from a $50M foundation? That’s not the end of the story—it’s the beginning. It’s not a closing point. It’s your opener.
These “small” or one-time gifts aren’t accidents. They’re signals. Signals that a funder saw something in your mission. Signals that there’s room to grow that relationship—if you have the tools to spot it and the confidence to act on it.
The truth is, we spend too much time chasing new names and not enough time cultivating the quiet gold already sitting in our systems.
So before you go hunting for the next big thing, take a closer look at what’s right in front of you.
You might just find your next transformational donor was never cold to begin with.
About the Author
Susan Kramer is a nationally recognized fundraising strategist with over 30 years of experience helping nonprofits grow major gift revenue.
She’s the founder of Susan Kramer Consulting and a sought-after speaker, coach, and trainer across the philanthropic sector.
Connect with her on LinkedIn.