The following graphic is from a fundraising analysis on a nonprofit we serve. Look at how much of their revenue from individual donors comes from their major donors:
This kind of revenue distribution is normal; a large percentage of a nonprofit’s revenue from individual donors comes from a small group.
In fact, the revenue distribution for this organization is not particularly top heavy. About 65% of their revenue is coming from their $5,000+ donors. We regularly see organizations where 80% or 90% of revenue is coming in from $5,000+ donors.
This is why – even for small organizations – we put such emphasis on managing your major donors well.
It’s why “having a proven major donor management system” is one of the “core four” strategies we teach in this free eBook. It’s the reason Major Gifts Engine exists (and is on sale right now, btw). We can wish the funding were more equitably distributed.
We can even work to make it so. But right now, intentionally managing today’s major donors is the best way to meet tomorrow’s revenue needs.
