Individual giving refers to people from a variety of economic and social backgrounds giving of their funds, knowledge and time towards a common good. Individual donors account for more than three-quarters of charitable donations every year and most non-profit organisations rely on individual donors for ongoing, regular support.
Much individual giving is done through viral fundraising. In recent years this has been evident through the rise in popularity of Crowdfunding, a financing method that involves funding a project with modest contributions from a larger group of people, rather than seeking large sums from a small group of investors. These funding campaigns are typically conducted online through specific crowdfunding sites, usually working in conjunction with the various social network platforms. The basic premise is to convince enough people to contribute to reach a target figure. Crowdfunding is successful as it allows the individual an effective way to support a cause - no matter how big or small the contribution.