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GuideStar Blog

The Donor Pyramid and Marketing Funnel Have Changed

Fundraisers used to focus on the pyramid.

Bring small donors in at the bottom. Move ’em up, incrementally, to the top. What happened was the donors at the bottom didn’t get much attention, leading to a situation where today 79 percent of first-time donors flow right out of your base. In other words, the pyramid’s base is more like a river than a solid block of bricks. Not very strong. A pretty wobbly foundation on which to base the life of your nonprofit.