Donors Aren’t Stupid

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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.


High-capacity donors aren’t stupid.

They know a good ‘deal’ versus a bad one. They know what’s fair and what isn’t. They know when they are being treated fairly versus unfairly.

In other words, when they consider giving, they usually want something from you just as much as you want something from them. They want value!— whatever that means to THEM. Remember, value resides in the eye of the beholder.


At a high level, most simply stated, they want to find meaning in their lives and realize the best versions of themselves. They want to look themselves in the mirror and say, “I am good.”

You can be their reflection. You can make them feel good about giving. You can deliver the value they want.

If you don’t…

If they feel like they’re not getting the value they want in the way they want it, they’ll go looking for another charity that might give it to them.

Make sure that doesn’t happen.

Uncover what value they want. Avoid this step at your own peril. Avoid it and your best supporters might feel like you think they are stupid. They might feel like suckers. They might feel donor remorse.

Give them what they want.

It doesn’t cost much yet it’s your best path to another gift.

Uncover what value means to them.

You, your donor and the beneficiaries of their gifts will be glad you did.


Related Posts:

>>Think your donors are stupid?
>>Donors give when THEY want to give, not when YOU want them to give


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