The 80/20 rule still applies… if you'll apply it.

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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.

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.

  • Communicate with donors.
  • Remind them about their giving frequency (because most people forget how often they really give).
  • Tell them what you’ve done with their money.
  • Let them know you couldn’t have done it with out them.
  • Clearly outline why you still need their help.
  • Be specific.
  • Break it down (i.e.- “Just $19 could feed a family for a week.”).
  • Be respectful but ask for the gift.

2 responses to “The 80/20 rule still applies… if you'll apply it.”

  1. […] 80/20 rule works for nonprofits. Most organizations get 10 to 20 percent of their gifts and 80 to 90 percent of their revenue from […]

  2. […] 80/20 rule works for nonprofits. Most organizations get 10 to 20 percent of their gifts and 80 to 90 percent of their revenue from […]

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