When Too Much Information Becomes TMI
Have you experienced this fundraising scenario? You’ve identified a potential major donor, and now you’re deep in research mode. Three hours later, you’re still clicking through social media profiles, property records, and foundation reports. You know their alma mater, wedding anniversary, vacation preferences, and the names of their pets—but you still haven’t picked up the phone to schedule that first meeting.
This analysis paralysis is the professional equivalent of TMI (too much information)—and it’s just as uncomfortable as that time at a conference when a stranger overshared about their recent surgery and dramatically revealed their incision scar.
Holy TMI, Batman!
We often say “TMI” when someone shares way too much personal information. But in fundraising, TMI happens when we believe we need 100% donor information before making our first move. This perfectionism keeps relationships from ever starting.
How Much Donor Information is Actually Enough?
Basic research is essential before approaching a prospective donor. You should know where they went to school, their profession, causes they’ve previously supported, and perhaps something about their family or interests.
But when does thorough research cross into excessive information-gathering that delays meaningful action?
This is where Colin Powell’s famous “40-70 Rule” offers brilliant guidance for fundraisers:
- If you have less than 40% of the information you need, you’re not ready to act.
- Once you have 40-70% of the information, it’s time to move forward.
- Pushing beyond 70% creates diminishing returns and kills momentum.
What Does 40-70% Actually Look Like?
Below 40% (Not Enough): You know only basic biographical information: the donor’s name, alma mater, and current employer. This isn’t enough to make a meaningful connection or help them understand how your organization aligns with their values.
The 40-70% Sweet Spot: You’ve gathered enough information to personalize your approach: their education, career path, family situation, previous philanthropic interests, giving capacity indicators, and any prior connection to your organization. This level of knowledge allows you to have a meaningful conversation while leaving room for discovery.
Beyond 70% (Excessive Detail): You’re digging into personal details that won’t meaningfully impact your fundraising relationship. Do you really need to know their shoe size, food preferences, or vacation habits? This information overload can actually make your outreach feel invasive rather than personalized.
Applying the 40-70 Rule to Your Fundraising Practice
According to Patrick King’s book “The Science of Getting Started,” “When you try to achieve more than 70% information…your lack of speed can destroy your momentum or stem your interest, effectively meaning nothing’s going to happen.”
Here’s how to implement the 40-70 rule effectively:
- Define your core information needs: Identify what you genuinely need to know versus what’s merely interesting.
- Set time limits: Allocate a specific amount of time for donor research before requiring yourself to take action.
- Trust your professional intuition: As Powell suggests, use your experience and judgment to fill the gaps where complete information isn’t available.
- Focus on relationship-building: Remember that the conversation itself will reveal important information that research never could.
- Prioritize productivity over perfectionism: More gifts will result from good-enough research and actual meetings than from perfect research and no outreach.
From Research to Results
If Colin Powell could win a major victory in the Persian Gulf War with the 40-70 rule, it can certainly help you gather enough information to connect with prospective donors and launch successful initiatives.
This principle is especially valuable when starting a planned giving program. Many development professionals delay planned giving conversations because they feel they need complete mastery of complex tax and estate planning concepts first. In reality, the sweet spot of knowledge—paired with access to specialized resources—is all you need to begin these important conversations.
Remember: In fundraising as in life, sometimes too much information just gets in the way of meaningful connection. Focus on what matters, and leave the TMI (and dramatic scar reveals) behind.
