In commercial business, we call it the 80/20 rule.
80% of your revenue and/or profits will come from 20% of your clients.
It’s the same in fundraising. As long as you communicate with your donors, you’ll get more revenue from them.
Most non-profits spend a ton of money on acquisition when it’s really the core segments of your database that will deliver the greatest returns for your marketing dollars— especially in the form of planned gifts.
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