Glossary
Reports & Insights

Donor Pyramid

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

A donor pyramid is a model that categorizes nonprofit donors by their giving levels, guiding fundraising and engagement strategies.
The donor pyramid is a visual model used by nonprofits to classify their donors based on giving levels and engagement. It typically illustrates a hierarchy, with many small, one-time donors at the base and fewer major, loyal donors at the top. This structure helps organizations understand the progression of donor relationships, from first-time givers to major contributors, and informs strategies for cultivation, stewardship, and upgrading support. By segmenting donors into groups such as prospects, occasional donors, repeat donors, and major donors, nonprofits can tailor communications and fundraising approaches to each segment’s needs and motivations, ultimately maximizing lifetime donor value.

Key Takeaways

  • Visualizes donor relationships and giving levels
  • Helps nonprofits segment and target donors
  • Supports strategies to increase donor engagement
  • Guides efforts to move donors up the pyramid

Why It Matters

It helps nonprofits focus fundraising efforts and build stronger donor relationships.

Real World Example

A local animal shelter uses the donor pyramid to analyze its supporters. At the base, they have hundreds of individuals who have made one-time, small donations during their annual giving campaign. In the middle tier are regular donors who give every year or volunteer their time. At the top are a handful of major donors who contribute significant funds annually and are involved in strategic planning. The shelter’s fundraising team uses this pyramid to create targeted communications, such as thank-you notes for new donors, newsletters for regular supporters, and personal invitations to exclusive events for major donors. This approach has led to improved retention and an increase in major gifts.

Frequently Asked Questions

What is a donor pyramid?

A donor pyramid is a hierarchical model that categorizes donors by their level of giving and engagement, helping nonprofits plan fundraising strategies.

How does the donor pyramid help nonprofits?

It helps organizations identify, nurture, and upgrade donors by segmenting them based on commitment and contribution size.

Can Keela help build a donor pyramid?

Yes, Keela’s tools make it easy to segment donors and monitor their progression, supporting your donor pyramid strategy.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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