352: Fundraising That Works: Measure What Matters (Greg Warner)

SUMMARY

Fundraisers often focus on the bottom line—how much money came in—but Greg Warner argues that many nonprofit teams are still flying blind because they don’t track the few metrics that actually explain performance. In this episode, Greg (founder of MarketSmart) explains what leaders and boards miss when they focus only on transactions, and how a small set of operational metrics can dramatically improve fundraising strategy. A major focus is donor lifetime value (LTV)—what it is, why it matters, and how any organization can calculate it using donor lifespan, average gift, and giving frequency. Greg also shares why donors give in proportion to the value they perceive from the relationship, and why shifting from transactions to partnerships leads to stronger retention, smarter prioritization, and more confident, data-informed decisions.

ABOUT GREG

Greg Warner is the founder of MarketSmart, a fundraising technology company focused on helping organizations identify donor readiness and build stronger donor relationships at scale. He entered the sector from the perspective of a committed donor—frustrated by impersonal, transactional fundraising—and turned that experience into tools and systems designed to help nonprofits deliver more value, improve donor engagement, and raise more major gifts. 

RESOURCES & LINKS

• Fundraising Report Card
• MarketSmart (resources + tools) 
• Greg Warner on LinkedIn
• Tools mentioned: DAF widget, bequest calculator (via MarketSmart site)
• Book recommendation: Asking About Asking (Kent Stroman)
• Follow the Podcast
• Learn more about the PMA & Armstrong McGuire merger