Low-end Donors Matter, Too

April 5, 2005

By Paul Barbagallo

Senior Editor

FundRaising Success

It's well known that 80 percent of your donors account for 20 percent of your overall annual fundraising. But in 2003, that small-dollar 20 percent crowd anted up more than $48 billion, according to Giving USA statistics.

Diane M. Carlson, chairman of Nevada-based nonprofit consultancy IDC Corp., advised conference attendees Sunday to delve deeper into their "modest-donor pool," learn more about their giving behaviors and, most importantly, listen.