1. The Donor Pyramid: Moving
Donors to New Levels of
Support
Lynne M. Wester
Yeshiva University
www.donorrelationsguru.com

2. 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?

3. The Collapsed Giving Pyramid
Annual FundAnnual Fund
Major Giving
No real focus on mid-level donors
The Giving Gap
10%
decline
in
major
donors
=
averag
e 30%
decline
in
revenu
e

5. No real focus on mid-level Scared to
upgrade/let-go
25 donors @ $500
Promote 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 upgrading
mid-level donors
25 donors @ $500
15 (60%) upgrade @ $3k =
$45k
40% 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 prioritize
No strategy
Net gain = $0k
MAJOR
GIVING
Source: Adapted from Penelope
Burk, Donor-Centered Fundraising

6. • 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

7. Create a Pyramid of Your Current Donors
1.Determine pyramid gift ranges
2.Export the # of donors at each level over
the past five years
3.Export dollars raised at each level over
the past five years
4.In Excel, create charts that illustrate the
numbers
5.Discuss with team members
“Transitional Giving for Building Strong Fundraising Pyramids” by Lawrence
Henze. White Paper, www.blackbaud.com

8. • Donor Intelligence Driven
• Multi-Channel & Truly Integrated
• High Tech
• Highly Personal
• Appropriate ROI Measurements
What Mid-Level Strategy Looks Like

9. 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

10. 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

11. Personal
URL
(Direct Mail)
Cultivation
Email
Pre-Call
Letter
(Direct
Microsite
Donor
Intelligence
Passive & Active
Data Determines
3 Different Long-
Term
Stewardship
Pathways, Each
with Integrated:
•Mail
•Phone
•Face to Face
•Web
•Email

12. 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. 13
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