How fast do you respond to your major and planned gift donors' needs?

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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.

The private sector knows all about responding to leads. They know that:

  1. The odds of calling to contact a lead decrease by over 10 times in the 1st hour.
  2. The odds of calling to qualify a lead decrease by over 6 times in the 1st hour.
  3. After 20 hours every additional dial their salespeople make actually hurts your ability to make contact to qualify a lead.
  4. The odds of contacting a lead if called in 5 minutes versus 30 minutes drops 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drops 21 times.

Yet, in the nonprofit sector fundraisers don’t seem to care as much about generating leads or responding to them. I say this because very few nonprofits make it easy for donors to become leads. They make it a challenge to contact real people. They rarely have “Chat Now” tools online. They don’t post staff telephone extensions online. The list goes on.
How much money do you think your organization could raise if it developed more effective and fluid two-way communication channels that facilitated giving (especially for high-value donors)?


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