Nonprofit Lowdown #356- The Trust Crisis in Major Gift Fundraising with Greg Warner
Sep 22, 2025
Joining the conversation is Greg Warner, CEO of MarketSmart and a fundraising expert turned advocate for donor trust, having faced the challenges of being a frustrated donor himself. The discussion delves into why traditional methods, like wealth screening, can erode donor relationships. Greg emphasizes the importance of building trust and transparency, shifting from extractive tactics to partnership. He advocates for prioritizing major gift stewardship, understanding non-linear donor journeys, and aligning donor goals with organizational missions for successful fundraising.
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How A Donor Experience Sparked MarketSmart
- Greg Warner became a frustrated donor after a poor major-donor experience and offered pro bono marketing help to a charity.
- That led him to build software (MarketSmart) to support donor-centric stewardship practices.
Trust Has Declined Across Generations
- Donor behavior has shifted due to demographics and technology, reducing baseline trust in institutions.
- Donors now research organizations and distrust has grown as bad actors were exposed over decades.
Use Wealth Screens Cautiously
- Avoid relying solely on wealth screenings to set ask amounts because they miss personal context and can feel like snooping.
- Use wealth data only cautiously and always verify with donor conversations before making solicitations.
