Tech Trends in Philanthropy: Effective and Efficient Donor Engagement

Issue 3: Greg Warner, CEO & Founder, MarketSmart

In today’s fast-moving fundraising world, nonprofits need to be efficient and strategic with their time and resources. That’s where MarketSmart comes in—an innovative platform that’s shaking up how nonprofits connect with their donors. Founded by Greg Warner, MarketSmart offers a data-driven approach that cuts the guesswork out of fundraising. Forget predictive analytics; MarketSmart tells you exactly who’s interested in what, helping nonprofits save time and money.

Meet the Founder: Greg Warner’s Story

I have been receiving MarketSmart emails for many years and always enjoy their articles. So, when I was talking to a contact about nonprofits, and he asked me if I heard of MarketSmart, I of course said yes! And then he added, “I can introduce you to the founder if you like?”

A few moments later I had a meeting with Greg on the calendar. During the call, I was blown away by the demo, I knew I had to highlight the company!

MarketSmart didn’t become a success overnight. Greg Warner’s personal journey to build the business is filled with resilience and mirrors the determination many nonprofit leaders need in the face of challenges.

Back in 2008, in the middle of the financial crisis, Greg launched MarketSmart. His inspiration? A terrible direct mail piece from a diabetes charity. With his wife living with diabetes, Greg knew firsthand the importance of the cause—but also knew there had to be a better way to connect with supporters.

At the same time, Greg was dealing with more personal challenges than most of us could imagine: the loss of his father, a legal battle over his estate, his mother’s illness, and the financial strain of the recession. Yet, through all of this, he stayed focused on his mission—helping nonprofits build stronger, more meaningful connections with their donors.

Greg’s story reminds us that even during tough times, you can find purpose and make an impact. His perseverance has helped MarketSmart thrive, giving nonprofits tools they need to deepen relationships and secure lasting legacies.

Understanding Donor Behavior in Real-Time

Have you ever sent out an email and wondered, “Is anyone even reading this?” MarketSmart answers that question. Say you send an email about IRA Charitable Rollovers—MarketSmart can track who clicked the article and who wanted more information. With this insight, your team can target those specific donors, increasing the chance of converting interest into a gift.

Unlike traditional methods that rely on past behavior to make educated guesses, MarketSmart shows you what’s happening now. This real-time information lets you focus your efforts where it matters most—on the donors who are actively engaged and ready to have a conversation.

Unlocking the Power of Legacy Giving

One of MarketSmart’s most valuable features is how it helps nonprofits identify top prospects for planned giving. By tracking who’s reading materials on estate planning or bequests, MarketSmart can tell you which donors are most likely interested in planned gifts—and even what kind of planned gift might resonate most with them. This leads to effective outreach, better segmentation, and ultimately, more meaningful donor relationships.

Delivering Results and Driving Change

MarketSmart’s donor-centric approach helps it stand out in a crowded tech space. Greg’s goal has always been to make fundraising feel less transactional and more like a conversation. MarketSmart’s platform helps nonprofits move away from outdated “spray-and-pray” tactics and instead focus on engaging donors when and how they prefer.

The platform’s tracking technology alerts fundraisers when a donor is ready to act, allowing for meaningful engagement. The result? Stronger relationships, more planned gifts, and greater impact. And clients are seeing the benefits—MarketSmart is consistently delivering impressive results by generating highly qualified leads and helping nonprofits streamline their donor outreach.

Grow Your Legacy and Planned Gifts

If you are interested in learning more, checkout Market Smart’s website: https://imarketsmart.com/

For more information or a demo email:  info@imarketsmart.com.