Understanding Nonprofit Need: Insights on Fundraising Challenges for Missouri Nonprofits
Presented by
Missouri Rural Philanthropy Conference
April 2025
Introduction
Intro to project and GPA
Goals of the session
Format of the session
Presenters
Shauna O’Toole, CFRE, GPC
Assel Grant Services - Consultant
STL GPA - Board of Directors
Patrice Shumate, MSW
A Village for Good - Owner
STL GPA - Board of Directors
MTGW - Planning Team
Team:
Grant and nonprofit professionals
Partners:
Grantyd
CARES University of Missouri Extension
Washington University Center for Public Health Systems Science
Before we dive in…
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Let’s get to know you!
Got to Menti.com and type in the code:
What communities do you care about
How you are connected to philanthropy
Where you are from
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Project Design
GIVING DATA
SURVEYS
COMMUNICATION
COLLABORATION
Goal: Understand where philanthropic dollars are going—and where they’re not.
Action: Analyze giving trends and funding patterns across Missouri, with a focus on disparities between rural and urban communities.
Goal: Capture the real experiences of people impacted by philanthropy.
Action: Conduct statewide surveys to gather data on access to funding, workload burdens, and the barriers nonprofits face in navigating philanthropy.
Goal: Create a feedback loop between funders, nonprofits, and resources.
Action: Share insights with stakeholders and communicate findings in ways that elevate community voices and push for equitable grantmaking practices.
Goal: Build shared ownership of the research and its outcomes.
Action: Partner with rural nonprofits, funders, and intermediaries to co-design solutions, validate findings, and ensure the work is informed by those closest to the challenges.
Project Timeline
Collaboration
Giving Data
Communication
Surveys
JAN
MAR
MAY
JULY
SEP
NOV
Collaboration
Survey Data
Communication
What We Have Found
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Collaboration/Contacts
Nonprofit Interviews
990 Filings and Other Data
Counties and Community Health
Community Health
We looked at the size, economic health, and nonprofit resources of all counties in Missouri.
Rural Vs Urban/Metropolitan - Definition
"Rural" is defined differently across agencies, but generally refers to areas with low population density, small population size, or geographic isolation, with thresholds ranging from 5,000 to 50,000 people. - USDA
We define the following areas as rural:
Health Resources and Services Administration
The Census Bureau delineates urban areas after each decennial census by applying specified criteria to decennial census and other data. Rural encompasses all population, housing, and territory not included within an urban area. - US Census Bureau
Rural Vs Urban/Metropolitan
Source: https://ers.usda.gov/sites/default/files/_laserfiche/Charts/108697/MetroNonmetroUrban2023.png?v=41535
MO has 115 counties
93 counties with populations under 50,000
Population Density
Urban Core - 3
Suburban/peri-urban - 2
Semi rural - 12
Rural - 51
Remote rural - 47
Non Metro
Metro
Urban
Rural Vs Urban/Metropolitan - Density
Rural Vs Urban/Metropolitan - Population
2,050,000 rural Missourians
(MODHHS, HEALTH IN RURAL MISSOURI Biennial Report, 2022-2023)
Rural Vs Urban/Metropolitan - Financial
Rural Vs Urban/Metropolitan - Financial
Median Income and Poverty Rates
Median Income | Counties | Poverty Rate | Population |
Over $100,000 | 1 (St. Charles) | 4.7% | 409,830 |
$90,000-$100,000 | 1 (Platte) | 6.9% | 108,751 |
$80,000-$90,000 | 6 | 8.5%-10.7% | 61,636 - 996,618 |
$70,000-$80,000 | 9 | 7.4%-12% | 13,379 - 105,316 |
$60,000-$70,000 | 29 | 7%-17% | 3,501 - 717,021 |
$50,000-$60,000 | 45 | 9.4%-21.4% | 3,760 - 301,121 |
Under $50,000 | 24 | 14%-27.4% | 1,956 - 40,168 |
Rural Vs Urban/Metropolitan - Social Capital
501c3s and c4s by county
Rural Vs Urban/Metropolitan - Social Capital
501c3s and c4s by zip code
Rural Vs Urban/Metropolitan - Social Capital
Rural Vs Urban/Metropolitan - Social Capital
Our County Data Shows:
There are 32,892 501c3 and 501c4 organizations in MO
Only 3 counties make up 30% of all the c3 and c4 organizations (St. Louis County, Jackson County, St Louis City)
98 counties have less than 1% of the state’s nonprofits - 22 of these counties have poverty rates of 18% or higher
There is one nonprofit for every 188 people in the state
Rural vs Urban - Funding Disparity
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Rural areas make up 14–20% of the U.S. population, yet they receive only 3–7% of philanthropic funding.�
The Gap Continues to Widen
Rural Areas are Historically Underfunded
Most Philanthropic Dollars Flow to Urban Areas
2005–2010: Rural areas received 6–7% of total grant dollars from large U.S. foundations. This underinvestment occurred even though 1 in 5 Americans lived in rural areas.
Rural share of philanthropic dollars has shrunk to around 3%. Most foundation dollars continue to concentrate in major metropolitan regions.�
Philanthropy in MO
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
2,114 total grant-making/philanthropic orgs in MO.
250 are located in rural areas and 1,864 are not.
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
Combined net assets of the 2,114 orgs
$44,933,483,336
Net assets in the rural orgs $1,059,908,003
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
$44,933,483,336 net assets
$3,053,248,166 awarded (6.7%)
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
$3,053,248,166 total awarded
$1,611,505,261 awarded within
Missouri (52.7%)
$108,624,988 awarded to Missouri rural (3.6%)
Philanthropic Dollars in Missouri
2023 tax returns of organizations registered in Missouri
Average grant to Missouri rural organizations = $249,223
Average grant to Missouri rural organizations, less outliers* $73,721
*Top 3 and bottom 3 grants removed
$52.99 in private grants per capita, rural residents
$361.32 in private grants per capita, non-rural residents
From the Frontlines
From the Rural Frontlines
We investigated potential contacts at over 50 nonprofit organizations across Missouri's 9 regions (Central, Kansas City, North, Ozark, South Central, Southeast, Southwest, St. Louis, West Central). We did this through our networks and the networks of our partners, as well as through search engine and database searches. Identifying a sample of nonprofits with an active staff and published contact information, we reached out directly to over 20 community-based nonprofits providing services to rural populations-- at least 2 orgs in each of the 9 regions.
The organizations we reached out to represent youth services, behavioral health, supporting needs of older Missourians, education equity, food and nutrition security, disability services, transportation, shelter for those experiencing domestic violence, environmental justice, and others.
Phone and email outreach introduced our grant needs assessment research initiative, inviting the recipient to consider participating in a statewide project aimed at understanding nonprofit funding, resource flows, and grant access across Missouri. Contacts were asked to consider whether someone on their team might be well positioned/interested to answer a short list of questions designed to gather informed insights from Missouri nonprofits like theirs about funding challenges, grant-seeking efforts, and access to needed resources. We offered two options: an interview format or a written survey.
From the Rural
Frontlines
Moms Breaking the Silence
Brookfield, MO (Lynn County)
Mental health kits and community presentations
Top Challenges Top Opportunities
Intense local passion around mission.
Access to informal giving opportunities.
Out of all of the funders’ markets.
Restrictions on use of funds.
Lack of capacity-building funds.
Lack of standardization in formats.
Lack of transparency regarding why they were not funded.
Moms Breaking the Silence
What do you wish funders knew?
“Just because we are in rural, doesn’t mean we can’t provide the services in your community.”
Wendy Morris, treasurer
“Understanding that our rates of needs are higher. Don’t forget about us out here.”
Angie Walker, vice president
Grant Work in MO
Grant Work in Missouri
Each year, the Grant Professional Association collects data on salary and compensation from across the grant professional community.
We were curious about the response from Missouri professionals.
Grant Work in Missouri
Grant Work in Missouri
Income/Salary | Total | Missouri |
What is your current annual salary or total wage income for the past 12 months? | $76,000 | $70,000 |
What is your annual salary if you provide yourself one through your business? | $62,000 | $81,350 |
As a full- or part-time employee, what is your hourly rate of pay? | $30.77 | $30.00 |
As a consultant or contractor, what is your hourly rate of pay (if you charge this way or can estimate)? | $85.00 | $76.00 |
As a consultant or contractor, what was your approximate average fee revenue per client? | $9,600 | $17,000 |
Grant Work in Missouri
Grant Work in Missouri
Grant Work in Missouri
Which of the following best describes the type of organization for which you primarily work? | Total | Missouri |
Advocacy (health, youth, or other) | 2% | 3% |
Arts/Culture Organization | 4% | 9% |
College/University/Research Institute | 8% | 9% |
Community College | 4% | 0% |
Consulting Firm | 14% | 21% |
Environmental | 2% | 0% |
Faith-Based | 1% | 2% |
For-Profit | 2% | 0% |
Government (local, state or federal) | 14% | 3% |
Hospital | 3% | 3% |
International Development | 1% | 0% |
K-12 Education (public or private) | 5% | 2% |
Libraries (education, public or private) | 1% | 0% |
Native American/Tribal Nations | 2% | 0% |
Nonprofit Agency | 24% | 29% |
Nonprofit Agency–Healthcare | 8% | 16% |
Nonprofit Agency–Housing Services | 3% | 0% |
Pre-K or Head Start | 0% | 0% |
Public Safety | 1% | 0% |
Other | 4% | 3% |
Partnerships and Best-Practices in Grant Making
Partnerships and Best-Practices in Grantmaking
Research consistently shows that small, rural, BIPOC-led, and grassroots organizations are often left out of traditional philanthropic grantmaking. These groups face structural barriers such as limited relationships with funders, lack of unrestricted funding, and requirements that favor large, well-resourced institutions.
At the same time, grant processes are frequently burdensome, time-consuming, and extractive—demanding detailed applications, complex reporting, and tight turnarounds, all with no guarantee of support.
Grantmakers can do something about it!
Partnerships and Best-Practices in Grantmaking
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Tips from the Pros�
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Do the research
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Emerging Professionals in Philanthropy
Decolonizing Wealth Project
The Chronicle of Philanthropy - The Commons
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Equitable Grantmaking Continuum
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What Do You Want To Learn?
Tell us what you want to know from the communities you care about!
Any questions?
Keep up with the research!
GPA STL website will post research and findings as we go.
Any questions?
Q&A