Fundraising can sometimes feel like a shot in the dark—guessing who to approach, when, and with what kind of ask. But what if you had a clear map that showed you where your donors are today… and how to thoughtfully guide them to deeper engagement?
That’s exactly what a donor pyramid can do for your nonprofit.
What Is a Donor Pyramid?
A donor pyramid is a visual tool that categorizes your supporters into tiers based on their giving level. Picture it like this: at the base, you have first-time or low-level givers. As you move up the pyramid, donors increase in both engagement and investment—culminating at the top with major gift donors and legacy givers.
According to Meyer Partners, building a donor pyramid starts with gathering donor data, segmenting by giving behavior, and organizing your donor base into clear levels. This structure allows you to see who’s ready for an upgrade, who needs more engagement, and how to prioritize your outreach.
Why Does It Matter?
When used well, a donor pyramid helps you:
- Visualize your fundraising potential
- Set realistic goals for giving levels
- Target your asks more strategically
- Build stronger donor journeys
Think of it as your fundraising roadmap—not just for today’s campaign, but for long-term sustainability.
GFA’s guide recommends using a gift range calculator to set targets for each level of your pyramid. Whether you have five donor tiers or twelve, the key is to keep it simple and actionable.
Donorbox emphasizes the power of organizing donors by behavior and potential. That means you’re not just tracking dollars—you’re tracking engagement, which is where moves management comes in.
From Pyramid to Progress: Enter Moves Management
That’s where Moves Management comes in. This process helps you guide donors from interest to involvement to investment.
According to DonorSearch, Moves Management is all about planning “moves” (or touchpoints) for each donor based on where they are in their journey. That might include personalized emails, phone calls, coffee meetups, or special invites to events.
Neon One breaks it down even further: identify where your donor is now, set a goal for where you want them to be, and map out the steps to get them there.
And Salesforce reminds us not to skip the human parts—build awareness, connect genuinely, ask with intention, and express real gratitude.
Making the Ask with Confidence
When you understand where your donor sits in the pyramid—and you’ve cultivated that relationship through thoughtful moves—you’re not just “making the ask.”
You’re inviting someone into a story they already care about.
You’re showing them where their support fits in the bigger picture.
And best of all, you’re creating a culture where giving isn’t just a transaction—it’s a partnership.
Getting Started
Want to build your own donor pyramid? Start with:
- A simple donor data audit – Look at frequency, recency, and average gift size.
- Create 3–5 giving tiers – Use your data to segment donor levels.
- Set target numbers – Use a gift range calculator to plan your campaign.
- Map engagement strategies – Apply moves management to steward donors upward.
- Track progress and celebrate milestones – Both yours and theirs.
Final Thought
The donor pyramid isn’t just a chart. It’s a strategy to transform potential into partnership—and data into deeper connection.
When paired with a smart moves management plan, it becomes one of the most powerful tools in your fundraising toolbox.
Let your pyramid guide you—and let each move remind your donors that they matter.
Resources to Explore
- How to Create and Use a Donor Pyramid – GFA
- Donor Pyramid: Tips from Donorbox
- Moves Management for Nonprofits – Neon One
- Moves Management Best Practices – Salesforce
- Gift Range Chart Templates – DonorSearch
Let’s build relationships that last—and change lives. Contact us for your donor engagement personalized strategy.
Download a Next-Level Donor Engagement Checklist.
Angie Thompson is an independent consultant with 40 years of experience bridging the gap between for-profit strategy and nonprofit impact—helping organizations craft powerful messaging, engage supporters, and drive lasting growth. She is a proud member of the Association of Fundraising Professionals (AFP), dedicated to advancing ethical and effective fundraising practices.