The Donor Pyramid: Moving Donors to New Levels of

Support

Lynne M. Wester

Yeshiva University

www.donorrelationsguru.com

COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2

Road Map

Understanding the Giving Gap Benefits of Mid-Level Strategies – What’s in it for

you! What’s a Mid-Level Strategy Look Like Visualizing the Future: Evidence for Success Questions?

The Collapsed Giving Pyramid

Annual FundAnnual Fund

Major Giving

No real focus on mid-level donors

The Giving Gap

10% decline

in major

donors =

average 30% decline

in revenu

e

No real focus on mid-level Scared to upgrade/let-go

25 donors @ $500Promote to major gift officer$12.5k lost revenue

350 donors @ $35 = $12.5k$17.5k acquisition cost

Net loss = $30k

ANNUAL GIVING

GAP GIVING

Focus on upgradingmid-level donors

25 donors @ $50015 (60%) upgrade @ $3k = $45k40% remain @ $500 = $5k

15 to replace ($7.5k annually)214 donors @ $35 = $7.5k$10.7k acquisition cost

Net gain = $46.8k

Focused at $25k+

25 donors @ $500

Cannot prioritizeNo strategy

Net gain = $0k

MAJOR GIVING

Source: Adapted from Penelope Burk, Donor-Centered Fundraising

• Increased lifetime value of donors• Improved donor experience• Effective solicitation at lowered costs• Higher revenue, ROI• Improved conversion, retention & upgrade• Increasing future major donor pipeline• No more missed opportunities

Create a Pyramid of Your Current Donors1.Determine pyramid gift ranges2.Export the # of donors at each level over

the past five years3.Export dollars raised at each level over

the past five years4. In Excel, create charts that illustrate the

numbers5.Discuss with team members

“Transitional Giving for Building Strong Fundraising Pyramids” by Lawrence Henze. White Paper, www.blackbaud.com

• Donor Intelligence Driven• Multi-Channel & Truly Integrated• High Tech• Highly Personal• Appropriate ROI Measurements

What Mid-Level Strategy Looks Like

Determining Interest

PASSIVE DATA• Demographics• Historical Giving Data• Mail – Responders Only• Interactive / Online

• Open rates

• Click-thru rates

• Video view rates

• Multiple sessions

• Response rates

• Heat map

Determining Interest

ACTIVE DATA• Face to Face• Survey

– What are the most important questions to ask?

– What can we learn?– Rate your loyalty,

connection points, likelihood to give

• Cross-Channel Integration

• Involvement

Personal URL

(Direct Mail)

Cultivation Email

Pre-Call Letter(Direct Mail)

Microsite

Donor Intelligence

Passive & Active Data Determines3 Different Long-

TermStewardship

Pathways, Each with Integrated:

•Mail•Phone

•Face to Face•Web•Email

1. Analyze current situation

2. Identify Mid-Level potential and donor interest

3. Develop Mid-Level strategies

4. Establish timelines and measures of success

5. Creating Accountability

6. Make the Case; Create win-win

7. Refine for the future

Implementation Plan Steps

Changing the Culture

13

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