2 of the Most Important Fundraising Charts You'll Ever See

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Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Thanks to AFP’s Growth-In-Giving Initiative, you now have a very simple way to evaluate your organization’s year-over-year results for gains and losses. On their web page you can also find free downloadable Excel files to help you dump your numbers in so you can review and analyze your results.

AFP Gigi chart

Once you’ve done that you’ll need to determine the 80/20 for both your gains and losses.  You can do that using Pareto Charting in Excel.  Here’s how to do it.

The chart below shows that a small number of donors delivered the biggest donations (shown with red dots connected by red lines). An analysis of most nonprofits’ revenues will result in a chart like this.  Although, nowadays, many are seeing it become a 90/10 chart instead of 80/20.

Pareto charting for fundraising

Majorgivingnow.org is an initiative funded by the Corporation for Public Broadcasting.  They created an Excel file you can use too.  You can get it here at the top of the page.

I believe, if you monitor your gains vs. losses and focus on the 80/20, you can’t lose. Let me know if you agree.

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Claire Meyerhoff
Claire Meyerhoff
7 years ago

As major donors are the most loyal, it would be interesting to see the percentage of those loyal, major donors as planned gifters. How many of your most loyal major donors ALSO are including a gift in their will??? questions…questions….

7 years ago

Is there more explanation available about what the graphics represent? I’m looking for the combination of numbers that’s supposed to add up to 100 percent. Tier? New/recapture/lapse status?

Greg Warner
7 years ago
Reply to  Tim

Hi Tim-
Here’s a link to the original report from AFP.

Greg Warner
7 years ago

Tim, see page 11.

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