How Many Donors Should a Fundraiser Manage?

Donor portfolios often feel like a mystery—part science, part art—and this episode of Fundraisers Friday peels back the curtain on what they really mean for nonprofit professionals. Cohosts Julia Patrick and Tony Beall use their signature mix of storytelling and strategy to break down the “book of business” in a way that feels both practical and inspiring.

Julia opens with candor about her first experience: “Somebody called me up and said, hey, I’d like to take you out to lunch because you’re in my portfolio. And I was like, what?” That moment of confusion and discomfort becomes the jumping-off point for a discussion that many fundraisers will instantly recognize: donors rarely know about these tools, yet they shape so much of the relationship-building process.

Tony points to the importance of seeing portfolios not as sterile lists but as vital instruments of stewardship and organizational learning. “These types of portfolios and this technology also allow us to monitor activity—not as a watchdog, but as a way to gauge the success of our strategies.” He reframes portfolios from something “icky” into something essential: a roadmap for deeper donor care.

The duo walk through the practical side—averages for donor counts, segmentation across major gifts, planned giving, and annual donors—while weaving in human moments that give the conversation heart. Julia reflects on board experiences where donor binders were passed around over pizza, and Tony shares how his father’s fire boots by the front door modeled volunteerism that still fuels his passion today.

Data hygiene becomes another teaching moment. Julia compares sloppy data entry to “middle school health class,” driving home the reality that a CRM is only as good as what you put in it. Tony adds nuance by showing how even small details like recording gift frequency—not just dollar amounts—can shape how nonprofits honor commitment and longevity.

The most surprising segment is the discussion of “portfolio divorce.” Sometimes a fundraiser and donor simply don’t align—politically, personally, or stylistically—and it’s healthier for the mission to transition that relationship elsewhere. Tony reminds us that “the mission is more important than your ego,” a guiding principle every nonprofit professional can keep close.

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