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

3. 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

4. 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

5. An Interesting Illustration
© 2013 Deborah Kaplan Polivy

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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