on the 10X Strategies Webinar
Recently, MarketSmart’s founder and CEO, Greg Warner, joined Kevin Gentry on his 10X Strategies Webinar Series for a lively and thought-provoking conversation about how nonprofits can transform their fundraising by focusing on what really matters: the donor’s journey.
Kevin opened the session by sharing his own experience in fundraising, noting how much of the traditional training focused on “the ask” — the transactional moment when you request a gift. “That’s important,” he said, “but we now know that building a real partnership with your donors is what leads to transformational giving.”
That set the stage for Greg to share the story behind his book Engagement Fundraising and the work we do at MarketSmart. He explained how his personal experience as a donor shaped his philosophy:
“The more I gave away, the worse the experience became. I felt disengaged, pressured, and even ambushed. So I created a system for nonprofits that would treat donors the way I wanted to be treated — engaging them, not just soliciting them.”
Throughout the conversation, Greg emphasized the importance of shifting from an organization-centric approach to a donor-driven one. Instead of relying on activity-based fundraising — more calls, more emails, more events — Greg challenged organizations to focus on meaningful engagement that helps donors connect their giving to their personal values and life story.
Kevin wholeheartedly agreed, calling Greg’s approach “transformational.” He even shared his own lightbulb moment:
“Giving capacity is not a predictor of generosity. Donor engagement is. The more engaged a donor is, the more they give — and the more joy they find in their giving.”
Greg went on to describe how fundraisers can act as guides for donors — what he calls the “Obi-Wan Kenobi role.” Instead of twisting arms for donations, fundraisers can co-create meaningful opportunities for giving by deeply understanding each donor’s motivations, values, and goals.
The two discussed why this shift is more critical than ever. Today’s donors — particularly Boomers, Gen Xers, and Millennials — are looking for meaning, transparency, and involvement in their philanthropy. They don’t just want to give; they want to see themselves as part of the solution.
As Kevin put it, “When this process is done well, the results are stratospheric.”
For those who haven’t heard Greg speak before, this conversation offers a powerful window into his vision for the future of fundraising — one that’s relational, intentional, and deeply rewarding for both donors and nonprofits.
