Nonprofit Lowdown #356- The Trust Crisis in Major Gift Fundraising with Greg Warner
12 snips
Sep 22, 2025 
Joining the conversation is Greg Warner, CEO of MarketSmart and a fundraising expert turned advocate for donor trust, having faced the challenges of being a frustrated donor himself. The discussion delves into why traditional methods, like wealth screening, can erode donor relationships. Greg emphasizes the importance of building trust and transparency, shifting from extractive tactics to partnership. He advocates for prioritizing major gift stewardship, understanding non-linear donor journeys, and aligning donor goals with organizational missions for successful fundraising.
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Use Wealth Screens Cautiously
- Avoid relying solely on wealth screenings to set ask amounts because they miss personal context and can feel like snooping.
- Use wealth data only cautiously and always verify with donor conversations before making solicitations.
Fundraising Is Multiple Businesses
- Nonprofits must run multiple business models simultaneously: transactional (small gifts) and highly-considered major gifts.
- Treat these as different customer experiences requiring different roadmaps and resources.
Start With Major Gift Stewardship
- Start improvements by investing in major gifts and legacy stewardship; work backwards to mid and transactional segments.
- Prioritizing stewardship of high-capacity supporters yields the biggest revenue lift.
