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What if the future of nonprofit funding depends less on asking people to give more and more on helping the money they already spend create additional value? That is one of the central ideas behind GivMoo.
In the first article in this series, I wrote about a growing problem in charitable giving. Americans continue to give enormous amounts of money, but those dollars are increasingly coming from a smaller donor base. In 2025, total charitable dollars tracked by the Fundraising Effectiveness Project increased by an estimated 5 percent while the number of donors declined 3.6 percent. Much of that growth came from larger gifts.
That is a difficult trend for nonprofits, especially smaller organizations that cannot rely on a steady stream of major donors. But I do not believe the answer is simply to ask people to donate more. I believe there is another opportunity sitting in plain sight. People are already spending money every day.
People are buying clothing, household products, gifts, pet supplies, school supplies, personal-care products, accessories, and hundreds of other things that are part of normal life. They will make those purchases whether or not a nonprofit is connected to them.
The GivMoo thesis is simple: if even a small portion of existing consumer spending can be redirected through a marketplace that shares its economics with nonprofits, everyday commerce can become an additional source of recurring nonprofit revenue.
That does not require replacing charitable giving; it requires making existing spending work differently.
We Are Not Trying to Create a New Consumer Behavior
This distinction matters, especially from an investment perspective.
Many businesses require customers to learn an entirely new behavior. They have to convince people to subscribe to something they never subscribed to before, use a new type of technology, adopt a new financial habit, or dramatically change the way they accomplish an everyday task.
GivMoo’s challenge is different: People already shop online.
In the second quarter of 2026 alone, U.S. retail e-commerce sales reached an estimated $340.2 billion. That was 12.2 percent higher than the same quarter in 2025, and online commerce represented 17.1 percent of total U.S. retail sales.
- We do not have to teach consumers how to buy something online.
- We do not have to convince them that they need shampoo, a notebook, a birthday gift, a shirt, a dog accessory, or something for their home.
Those purchasing decisions already exist. The opportunity is to give consumers another answer to a question they are already asking: Where should I buy it?
If the product is right, the price is competitive, the experience is convenient, and the purchase can also help fund an organization or cause someone cares about, we believe GivMoo can earn a place in that decision.
That is a very different proposition from asking someone for another donation.
A Purchase and a Donation Are Different Decisions
Think about the psychological difference between these two messages:
“Would you like to donate $50?” and, “You were already going to spend $50. Would you rather make that purchase somewhere that also supports a nonprofit?”
Those are not the same decision.
A donation requires someone to allocate additional discretionary money specifically toward charitable giving. A purchase usually starts with a need or a want. That distinction becomes particularly important when nonprofits are already competing for a shrinking pool of donors.
Fundraising Effectiveness Project data from the first quarter of 2025 showed that donors giving between $1 and $100 represented 57 percent of donors in its dataset, yet that group declined 11.1 percent from the previous year.
Those smaller donors matter.
They are the broad base of charitable participation.
But if fewer people are participating through traditional donations, perhaps the better question is not only, “How do we get them to donate again?”
Perhaps we should also ask: What other economic activity are they already participating in?
Shopping is an obvious answer.
That Does Not Mean Every Purchase Is GivMoo’s Opportunity
This is where I want to be careful, direct and candid. It would be easy to point to hundreds of billions of dollars in online commerce and declare it all an addressable market for GivMoo. I do not think that is useful. GivMoo does not need every online purchase. We do not need customers to abandon Amazon, Walmart, Target, or every retailer they already use. In addition, a charitable component will not rescue a product nobody wants. The first requirement is still commerce, meaning, the product has to be something the customer wants or needs. The value has to make sense. The shopping experience has to work. Orders need to arrive as expected. Customer service has to be responsive. And the customer needs enough confidence in GivMoo to come back.
The nonprofit impact is an additional reason to choose us; it cannot be the only reason.
That is an important part of the investment thesis because it changes the way we think about growth. We are not trying to build a marketplace fueled by guilt. We are trying to build a marketplace people genuinely want to shop, with an economic model that allows those purchases to do more.
The Potential Is in Repetition
GivMoo is not a fundraising platform or system. We are more like a vehicle to drive funds. Traditional fundraising campaigns often have a beginning and an end.
- There is Giving Tuesday.
- There is an annual appeal.
- There is a gala, the annual event, etc.
- There is a walk, run, auction, sponsorship drive, or year-end campaign.
Those efforts can be enormously valuable, but they also require nonprofits to repeatedly generate another fundraising moment. Consumer spending does not work that way.
People purchase things throughout the year. That is what makes this model particularly interesting to me. A single transaction may produce a relatively modest amount for a nonprofit. But recurring purchases from hundreds or thousands of customers create a very different equation. The opportunity is not necessarily one enormous transaction; it is frequency.
It is a customer who buys something in September, returns for holiday gifts in November, needs something for their home in January, purchases a birthday gift in March, and comes back again later in the year. Each transaction can create value for the customer, GivMoo, and a nonprofit partner. That is the behavior we are leveraging.
This Is Where the Investor Opportunity Gets Interesting
For an impact investor, GivMoo is not simply asking whether commerce can generate charitable impact; we already know commerce can be connected to social outcomes in many different ways.
The more important question is whether that impact can become part of a scalable economic system.
- Can we acquire shoppers at a reasonable cost?
- Can we give them enough product selection to earn the first transaction?
- Can the experience earn a second?
- Can we build sufficient purchasing frequency?
- Can nonprofit partnerships help introduce GivMoo to communities efficiently?
- Can our product economics support meaningful nonprofit distributions while also funding a durable company?
Those are the questions that matter and I think they are much more interesting than asking how we convince Americans to become more generous. Americans are already generous. They are also already consumers. GivMoo sits at the intersection of those two behaviors.
Impact Does Not Have to Require Sacrifice
There is a broader idea behind what we are building. For a long time, we have treated impact as something separate from ordinary economic life. First you earn money, then you spend money. Then, if there is enough left and you feel compelled to do so, you give some away. GivMoo asks whether those categories always have to remain separate.
What if the purchase itself can participate in funding the community?
- Not every dollar.
- Not every transaction.
- Not instead of traditional philanthropy.
But consistently enough that everyday commerce becomes another funding channel available to nonprofits. That is the opportunity.
Our job now is to prove that consumers will choose it repeatedly and that the economics work at scale. If we can do that, GivMoo does not need America to suddenly become more charitable. We need to earn a small share of spending that is already happening and then make that spending do a lot more.
Interested in discussing this more?
Give us a shout on LinkedIn via connection request or get all the details on our investor site: https://invest.givmoo.com
