The donor pyramid or lifecycle map Evaluating Strategic Models for Development Success:

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Presentation transcript:

the donor pyramid or lifecycle map Evaluating Strategic Models for Development Success:

Some questions about your development process 1. Do you have a development committee? 2. What is its primary role? 3. What is its secondary role? 4. Do you have a strategic fund development plan? 5. What is the primary goal of the plan? 6. What is its secondary goal? 7. Is endowment development part of the plan? 8. What is the basis or model upon which the plan is created? 9. What is the biggest challenge to implementing the plan? © 2015 Deborah Kaplan Polivy

The Donor Pyramid © 2015 Deborah Kaplan Polivy

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

 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 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 © 2015 Deborah Kaplan Polivy

An Interesting Illustration © 2013 Deborah Kaplan Polivy

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

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

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

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

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. Donor Cultivation and the Donor Life Cycle Map: A New Framework for Fundraising Available for purchase at © 2015 Deborah Kaplan Polivy