This week’s response comes from my good friend Michael Johnson, CFRE. He is the Vice President for Development at Wartburg Theological Seminary in Dubuque, Iowa. Mike is writing in response to last week’s article, “Growing the Soil” (read it here). Thanks, Mike, for your generous leadership and positive spirit! I’m especially grateful for your willingness to go deeper than fundraising principles, to share specific strategies and learnings.

At Wartburg Theological Seminary, we’ve been reflecting on what generosity really means. For us—and likely for many of you—it’s more than a transaction. It’s about shared mission, trust and relationships that grow over time. Just like healthy soil produces abundant harvests, healthy connections nurture lasting generosity. This year, we’ve been experimenting with ways to deepen those roots rather than chase quick results.

Fundraising often feels like a cycle of urgent appeals and transactional asks. But what if we shifted the focus toward long-term growth? One idea that’s been shaping our approach is the 80/20 principle—a simple framework that encourages us to prioritize relationship-building over constant requests.

Creating a donor ecosystem that thrives over time

The 80/20 Principle: Deposits vs. Withdrawals

We’ve started thinking about donor relationships like a bank account: withdrawals (asks) only work if you’ve made plenty of deposits (trust and inspiration). At Wartburg, we’re trying to make most of our interactions—about 80%—moments that connect, inspire and celebrate, leaving about 20% for direct appeals.

Deposits might look like:

Sharing stories of transformation within our seminary community.
Expressing heartfelt gratitude for the impact donors make.
Showing the tangible difference gifts create in forming leaders for the church.

Withdrawals—asking for support—are still important, but when they’re balanced with deposits, they feel natural and welcomed.

It’s a bit like regenerative ranching: the goal isn’t just fattened cattle, but healthy soil. For us, that means creating a donor ecosystem that thrives over time—aligning incentives, measuring what matters, and resisting the urge to overgraze relationships with constant asks.

Practical Steps We’re Taking

Here’s what we’re working on:

Audit communications: We discovered that 80% of our messaging was asking, not inspiring. We’re working to reverse that ratio.
Create rhythm: For every ask, we plan multiple touchpoints of appreciation and storytelling. We’ve launched a mid-level program for personalized engagement and redesigned our magazine strategy—reducing frequency but adding smaller “Story Cards” to broaden reach and inspiration.

Build resilience: Engagement plans now prioritize donor experience over short-term metrics. Development Officers are measured by meaningful connections, not just revenue. We also survey donors to learn what matters most and how they prefer to connect.

Generosity grows in good soil. By investing in relationships with care and patience, we hope to create a thriving ecosystem of support—one that endures through seasons of change and continues forming leaders for God’s mission in the world.

We’d love to learn from you. How does your organization foster lasting generosity and long-term results? What practices have helped you deepen relationships and create impact that endures? Share your stories and ideas with us—we’re eager to listen and grow together.

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Grateful for my wife of 35 years, celebrated in Paris in October.

Meet Michael Johnson

Michael Johnson, CFRE, is the Vice President for Development at Wartburg Theological Seminary in Dubuque, Iowa—a graduate school of the Evangelical Lutheran Church in America. He’s been working in Lutheran fundraising since 2008, with experience spanning higher education, outdoor ministry, and international relief and development.

Mike lives in Stillwater, Minnesota, where he works remotely. He and his wife, Zanny—who serves as a spiritual director and Connections Coordinator at their church—are proud parents of three adult daughters and excited soon-to-be grandparents of twin girls! When he’s not working, you’ll probably find him outside enjoying the fresh air, especially on a good run.

To Be a Fundraiser

Cultivating Generosity: