Throughout my thirty-two-year journey as a professional fundraiser, I’ve had the incredible privilege of working with many philanthropic “hidden hearts”. These experiences have deepened my conviction in the importance of all types of giving; including the often-unseen efforts of donors who support the efforts of small, grassroots charities providing essential services and programs in our communities.

The charities

For the first twenty-five years of my career, working for small charitable organizations gave me a deep understanding of the complex challenges they face. These “small shops” operate with dedication, but are often stretched razor thin, managing high demands with limited resources. I cannot tell you how many times I’ve combed through Staples clearance bins or snagged essential office furniture on Kijiji, all to make sure that staff and volunteers had what they needed to keep driving the mission forward.

Now, as a philanthropic consultant, I’m reminded every day of how small charities serve as lifelines for their beneficiaries, including: families seeking healthcare, individuals relying on food banks, or communities depending on environmental stewardship. The stakes are incredibly high, as even small disruptions in funding or resources can have serious implications for those who rely on these services.
Small charities are often the epitome of resilience and innovation, consistently finding creative ways to overcome enormous challenges. To give you an idea of what a “small” charity looks like— 77% of Canada’s charities and nonprofits raise less than $500,000 annually, 90% have ten or fewer employees, and 59% are entirely volunteer-run.

These are organizations that can adapt quickly, maximizing every dollar and volunteer hour to make a tangible impact. They are adept at stretching their budgets, creating partnerships, and embracing new approaches to stay connected with their communities. These small, under-the-radar charities don’t always receive the attention of major donors or the spotlight of national campaigns. They’re doing remarkable work nonetheless—solving real problems, with limited resources but unlimited determination. I consider them “hidden hearts,” labouring out of love and purpose, and their impact is undeniable.

The donors

By connecting small charities with donors who genuinely care and are committed to supporting them, my goal is to help ease some of the burden they carry so that they can continue to serve their beneficiaries with some sense of feeling supported. I’ve learned that “hidden hearts” aren’t limited to charities and nonprofits. Some of the most inspiring stories I’ve encountered come from the donors—remarkable individuals who are quietly (but powerfully) shaping the charitable landscape.

In my experience, “hidden heart” donors don’t seek attention for their contributions. Many are retirees, who want to make sure their wealth is creating a lasting impact—both immediately and as part of their legacy-giving plan. They, like the charities I’ve met, generally fly below the radar of most mainstream social media channels. What motivates them is a desire to know their giving is meaningful—and that they’re helping organizations survive and thrive, especially the smaller ones that need it most.

Time and again, I’m struck by how personal giving is for these types of donors. It’s not about writing a cheque and walking away—it’s about understanding the charity, forming a connection, and trusting in the work being done. They become engaged in the act of giving in ways they never anticipated and in doing so, they become part of a movement I’m determined to spotlight—a collective of hidden hearts working together, quietly but powerfully.

Here's one example. A professional advisor introduced me to a retired couple with a clear philanthropic vision: they wanted to donate $100,000 annually to support over ten charities, focusing mainly on local and regional organizations, along with a few national ones that held special meaning for them. And that's precisely what we accomplished together! Their incredible generosity and desire to remain out of the spotlight has made a lasting impression on me.

Bringing hidden hearts together

What I’ve found most rewarding in this work is to bridge the gap between “hidden heart” charities and the donors who want to support them, but may not know where to start. Watching the connection form—between a donor who genuinely wants to help and a charity that needs that support to continue its important work—is nothing short of magical.

I’ve seen how both sides benefit. Donors feel a sense of fulfillment knowing their wealth is creating real impact, and small-shop charities gain resources that allow them to continue their quiet but critical work. It’s this synergy, that drives me to keep building and expanding the reach of small shop fundraising. I see myself as a “meaningful matchmaker,” so to speak, and am excited to discover and connect even more hidden hearts.

Lois Graveline is a passionate advocate for meaningful philanthropy, dedicated to forging strong connections between individuals and charitable organizations. As the Founder and CEO of Harmonia Philanthropy and a fundraising practitioner of thirty-two years, she embodies the belief that philanthropy should transcend transactional relationships, creating lasting impacts for both donors and communities.

You can learn more about Harmonia Philanthropy by visiting harmoniaphilanthropy.ca or contacting Lois directly at lois@harmoniaphilanthropy.ca or (613) 282-0344.