MaxEx’s approach to broadening the base rests on four interconnected pillars. Each one addresses a different dimension of the challenge. Together, they form a framework any team can put into action.
APPROACH BROADENING THE BASE HOLISTICALLY
True fundraising health is not just about how much you raise — it is about who is giving and how your reach is growing. A few key areas to track:
- New vs. total donors: Is your base growing and refreshing with first-time supporters?
- Time, talent & treasure: Count volunteer hours and skills alongside financial gifts.
- Demographic diversity: Does your donor base reflect the community you serve?
- Geographic reach: Are you engaging people across your full mission area?
HAPPY DONORS ATTRACT OTHER DONORS
Your current supporters are your best recruiters and advocates. Keeping them engaged and inspired to spread the word comes down to four essentials:
- Messaging that moves people: Communicate in ways that motivate action, not just awareness.
- A compelling ask: Be clear, specific, and confident when making the case for support.
- Informed practice: Let data and best practices guide your outreach and appeals.
- Stewardship: Show donors they matter. Consistent appreciation keeps them loyal and in dialogue.
DONOR SEGMENTATION OFFERS NECESSARY PERSPECTIVE
Segmentation helps tailor strategies and communications to each audience, which is proven to boost retention.
The key is collecting the right data. A good starting point is:
- Recency: When did they last give?
- Frequency: How often do they give?
- Type: How do they prefer to give?
- Amount: What is their giving level?
- Reason: Why do they give?
- Mission interests: What causes resonate most with them?
FOCUS ON INDIVIDUALS
Ideally, a broadened base would include new corporate and individual donors. However, if you are going to start somewhere, we recommend starting with individuals.
- The multiplier effect: One person’s decision to give can inspire others, creating a ripple of support that extends far beyond the original gift.
- The odds are in your favor: There are simply more individual donors to cultivate than corporate partners.
- Loyalty drives giving: Personal connection and loyalty are powerful motivators that can be nurtured over time.