The document discusses the importance of recognizing that donors are not homogeneous and differ in their abilities and affinities. It introduces the concept of Principle 6: Divide and Grow, which states that fundraising efforts should segment donors based on their natural divisions of ability and affinity. By dividing donors appropriately and treating different donors differently through acquisition, retention, progression, and coordination processes, fundraising programs can achieve sustainable growth over the long term. A customer relationship management system can provide the framework needed to execute this principle effectively.

1. Presented by
BEWARE OF BIGFOOT:
APPRECIATING DONOR
DIFFERENCES
Larry C Johnson, CFRE
Author of The Eight Principles of
Sustainable Fundraising®

2. Bigfoot*
*A prehistoric, mythic
creature said to roam the
forests of North America
and similar to the
“average donor.”

3. The “Average” Donor
• Doesn’t exist
• Many fundraising programs assume
homogeneity
• Where’s the disconnect?

4. Whether we acknowledge them, or are even
aware of them, there are timeless principles
that act upon all fundraising efforts—for
good or ill.

5. THE
EIGHT
PRINCIPLES
OF
SUSTAINABLE
FUNDRAISING®

6. A principle is. . .
• universal, timeless, often self-evident
• external to ourselves
• in effect with or without our awareness of it
or our endorsement of it
• predictable in the outcomes it produces

7. “One size fits all” fund development
programs spring from a lack of awareness
and appreciation of a fundamental principle
of sustainable fundraising.

8. PRINCIPLE 6:
DIVIDE &
GROW™

9. Principle 6: Divide and Grow™
• Your donor constituency divides or
“segments” itself according to. . .
• Ability and Affinity
• Work with donor behavior, not against it

10. The Four Building Blocks
•
•
•
•
Acquisition
Retention
Progression
Coordination

12. Adopting a Workable Business Model:
Groceries
Or
Aircraft

13. Foundational Principle
Structuring fundraising efforts around natural
divisions of the donor base is essential to
maximizing sustainable growth

14. Primary Paradigms
•
•
•
•
Affinity
Ability
80/20
Sustainability and scalability require a
long-term focus

15. Principle 6: Divide & Grow™
Achieving scalability in fundraising requires
the focus and discipline to treat different
donors differently.

16. Essential Processes
•
•
•
•
Acquisition
Retention
Progression
Coordination

17. The Role of a CRM System
• Provides the structural framework for
treating different donors differently
• Provides the tools for executing the four
essential processes
• Helps to insure coordination and
accountability

18. Thank you.
Questions?