The Donor Pyramid Mid Level Donors Low Level Donors Major Donors Mid Level Donors Low Level Donors Smallest Gift Donors © 2015 Deborah Kaplan Polivy

The Donor Lifecycle Map* Ultimate giving First gift Second gift Major or “stretch” giving Second-year active Multi-year active * "Donor Lifecycle Map" was published prior on 101fundraising.org by Sarah Clifton. © 2015 Deborah Kaplan Polivy

Donor Pyramid vs. Donor Lifecycle Map Moves upwards from small gift to large Concentrates on major donors and bringing people to the major gifts level Measurement is money Focus is on short term Moves in a circular fashion from first gift to last or “ultimate” Focuses on keeping contributors Primary measure of staff success is “moving” the donor Focus is on long term © 2015 Deborah Kaplan Polivy

An Interesting Illustration © 2013 Deborah Kaplan Polivy

Donor Lifecycle Map Example #1 First gift (7%) Ultimate giving (5%) Second gift (3%) Major or “stretch” Giving (24%) Second-year active (1%) Multi-year active (60%) © 2015 Deborah Kaplan Polivy

Donor Lifecycle Map Example #1 with Lapsed Donors First gift (6%) Lapsed giving (24%) Second gift (2%) Second-year active (1%) Ultimate giving (3%) Major or “stretch” Giving (18%) Multi-year active (46%) © 2015 Deborah Kaplan Polivy

Donor Lifecycle Map Example #2 Ultimate giving (0%) Major or “stretch” Giving (16%) First gift (39%) Multi-year active (26%) Second gift (16%) Second-year active (3%) © 2015 Deborah Kaplan Polivy

Donor Lifecycle Map Example #2 with Lapsed Donors Ultimate giving (0%) First gift (24%) Lapsed giving (37%) Second gift (10%) Second-year active (2%) Major or “stretch” Giving (10%) Multi-year active (17%) © 2015 Deborah Kaplan Polivy

A Real Case: “We are using the donor lifecycle map; when we run out of people to visit, we then look at people who have been giving over a long period of time.” © 2013 Deborah Kaplan Polivy

Another Case: Focus on multi-year active donors for special mailings and staff follow-up. Personal thank you letters and telephone calls recognize . “years of giving” not size of gifts. Special societies are developed. © 2013 Deborah Kaplan Polivy

How does this model change thinking? Leads directly to a long range strategic development plan Makes goal not more money but more stability in donor base which leads to more money Changes focus from major gift donors to all donors Moves away from events and towards more long term cultivation, i.e. strategic interaction with donors and prospects for ultimate gifts Clarifies areas for concentration, e.g. lapsed donors Encourages trust among staff and with staff and donor © 2015 Deborah Kaplan Polivy

But before you can even begin, there needs to be … a good case for giving which emphasizes accomplishments a strategic plan for entire organization an outstanding “back room” a CEO who understands a culture of philanthropy a board that has a long term vision © 2015 Deborah Kaplan Polivy

Deborah Kaplan Polivy, Ph.D. debpol@aol.com www.deborahpolivy.com Donor Cultivation and the Donor Life Cycle Map: A New Framework for Fundraising Available for purchase at www.wiley.com © 2015 Deborah Kaplan Polivy