<p>This article examines the sustainability strategy for local NGOs in Indonesia through empowering the urban middle class. Based on qualitative research in Makassar, the largest city in Eastern Indonesia, our study reveals that the decision to empower the urban middle class was made by leveraging collective consciousness and contextual mobilization. We argue that by targeting the urban middle class, local NGOs increase their sustainability by mobilizing internal funds from communities and gaining human resources that can continue their membership. This article reinforces the claim that NGOs that can choose issues aligned with their target groups’ interests tend to be more sustainable.</p>