When we think of philanthropic giving in India, images of large donations from wealthy philanthropists or corporate social responsibility (CSR) initiatives often come to mind. However, there exists a vast and largely untapped source of generosity that flows from ordinary citizens in their daily lives. This is everyday giving (EG).

Everyday giving refers to the contributions individuals make toward the well-being of others and the causes they care about. It encompasses the diverse ways in which community members, friends, and neighbors — individual citizens from all walks of life — give.

It includes both formal giving to nonprofit organizations and charitable institutions, as well as informal giving to individuals, families in need, or mutual aid networks within communities.

The UDARTA:EG study provides comprehensive insights into how Indian nonprofit organizations (NPOs) engage with everyday giving, including detailed analysis of strategies, challenges, and best practices. The findings have been organized and presented under three main sections:

1. How NPOs are engaging with everyday giving in all forms
2. How NPOs are fundraising from everyday givers
3. How NPOs are engaging everyday givers as volunteers

Unlocking the full potential of everyday giving depends not just on choosing the right tactics, but on strengthening the knowledge, skills, and capabilities of nonprofit teams to apply them effectively. This study shows that success isn’t limited to large or well-resourced organizations. It comes from strategic thinking, consistent execution, and a willingness to build internal capabilities over time. Whether it is training, better use of data, smarter segmentation, or adopting simple digital tools, even small shifts in how teams approach fundraising and volunteer engagement can lead to significant organizational gains.