If I asked you right now to name the most important donors to your organization, who would you think of first?
The people who give the MOST MONEY?
The $10,000 donor? That family foundation? The couple who made a transformational gift last year?
Most fundraisers obsess over one group: the biggest donors.
That’s a problem.
Focusing only on gift size means you’re missing the full picture of who’s really driving your fundraising success.
We naturally love and focus relationally on the people who give the most money.
But there are actually three “mosts” that matter in fundraising.
And most fundraisers only pay attention to one.
The most successful fundraisers?
They don’t just know who gives the most money. They know who gives the most often and who’s been giving the longest.
They know:
- Who gives the MOST money = The heavy hitters
- Who gives the MOST often = The most engaged supporters
- Who’s given for the MOST time = The most loyal champions
Most fundraisers can tell you who gives the most money.
Ask them about their most frequent givers? Silence.
Ask them about their most loyal supporters? Blank stares.
Here are three groups that smart fundraisers always know:
Group #1: The People Who Give the MOST Money
This one is obvious. Everyone tracks major donors, the top 10, the biggest gifts.
And I get it. This group matters. A lot.
The people who make the biggest gifts are critical for your mission.
But thinking this is the only group that matters? That’s a mistake.
Group #2: The People Who Give the Most OFTEN
This is the group most fundraisers ignore.
But frequency tells you something gift size can’t: How engaged someone is with your mission.
The couple who gives $50 six times a year is telling you something different than the person who gives $300 once a year.
Same total. Different story.
That couple giving frequently is paying attention. They’re reading your emails. They’re responding to your appeals. They’re thinking about your organization regularly.
These are your most engaged supporters.
Look at your database from the past 24 months and see who’s given the most times.
Not the most money. The most often.
You might discover some surprises.
Group #3: The People Who’ve Given for the Most TIME
Knowing who’s in this group can transform your fundraising program.
Loyalty is the ultimate predictor of future giving.
The donor who has given for 15 consecutive years is far more likely to continue giving than the first-time donor who just made a $5,000 gift.
Loyal donors are like an insurance policy.
They give when times are tough. They give when your case isn’t perfect. They give because they care deeply about the challenges you’re working to address and the people you serve.
To find this group, run a list of everyone who’s given for three or more consecutive years. Then sort by the length of their giving history.
Who’s been with you the longest? When was the last time you personally thanked them?
Why These Three Groups Matter
Most fundraisers spend 80% of their time on the first group. Smart fundraisers spend equal time on all three. The smartest fundraisers focus on the overlap.
The people who give most frequently are your best prospects for increased giving. They’re already engaged. They might just need the right invitation to give more.
The people who are the most loyalare your best prospects for legacy gifts. They’ve proven their commitment over time. They’re emotionally invested in your success.
The people who give the most money are important, but they’re not your only path to growth.
When you start paying attention to all three, something interesting happens.
Frequent givers start giving larger gifts. Loyal donors become your best advocates.
And the biggest donors? They stick around longer.
Next week, pull these three lists:
- Top 25 donors by total giving (last 24 months)
- Top 25 donors by frequency (most gifts in last 24 months)
- Top 25 donors by loyalty (longest consecutive giving history)
Notice how different these groups are. And then notice the names that appear on multiple lists.
These people are champions for your cause.
They care deeply. They’re with you.
Make it a point to connect with one person in each group next week and a few people who overlap across all three.
Call the most loyal donor. Thank them.
Send a note to the most frequent giver. Acknowledge their engagement.
Invite one of the biggest donors to coffee. Listen to them.
Don’t just focus on the people giving the most money. Everyone else is already doing that.
Everyone chases big gifts.
Smart fundraisers cultivate the most engaged relationships.
And the smartest fundraisers?
They do both.
When you focus on all three … Frequency increases. Loyalty deepens. Gift size grows.
Which group will you focus on first?
