Pareto's law of income distribution,or the 80/20 rule

Pareto's Law of Income Distribution forms the basis of the well-known, but often overlooked, ‘eighty-twenty’ rule. The implication is that a small proportion of customers (or donors) are accountable for a very large share of sales turnover or income. This paper examines the impact on fundraising of the pioneering work of Vilfredo Pareto (1848–1923) concerning the distribution of wealth between groups in society, which was first published exactly one hundred years ago, in 1895. It discusses the relevance of Pareto's Law to contemporary fundraising, using case data from UK charities who have put Pareto's assertions to the test. The recognition of the Pareto principle is wholly dependent on data analysis and software tools to perform the calculations and then display Pareto-style reports. Such tools are beginning to be seen in UK and some overseas software packages and general tools, available in the UK nonprofit marketplace. Illustrations of software systems supporting Pareto-style diagnostic analysis are given. At its most basic, Pareto's principle compels fundraisers to look into their databases of supporters to identify the small but potent élite donating segments who always seem to exist among the general mass. The implications for fundraising that flow from such analyses are important and can be far-reaching. They allow fundamental supporter segmentation patterns based on historic donating history to be understood, and, if understood, managed productively. Finally, Pareto compels the decision to alter either fundraising management and allocation of resources, or to manage supporters, rather than appeals, which in the UK continues to be the most common management style.