Donor Engagement Marketing Strategy

The Importance of Donor Pathways

Before developing sophisticated (and potentially expensive) outreach strategies, an analysis of the characteristics of the donors by donation-level can produce a surprisingly clear strategy for growth.

Developing substantial growth opportunities starts with a detailed understanding of your donor databases.

Here’s how to do it:

  1. Separate your major donors from the mix – they’ll be handled separately anyway.
  2. Categorize the number of donors by donation level eg: # of donors under $100, # under $250, etc. (or whatever works for you).


  1. Can someone who donated $100 afford to donate $200? Can someone who donated $450 afford to donate $500?  You’ll find that the answer will be a variant on ‘usually’.
  2. What initiatives, incentives, or mechanisms do we have in place to nurture our under $100 donors to become donors in the under $250 category? Ask this of each category.
  3. How many donors give more than once per year?
  4. What would be the impact if a share of donors in each level donated at the next-highest level?
  5. What could we do now – that we are not already doing – to engage these donors to donate more?

The objective is to give donors a path to donate more, regardless of how much they give.

Use this worksheet to model the potential for your Agency, over-writing any field with your data:

If you’re ready to engage more donors, Givepath can help.

We’ll help you understand your current donation pathways, and construct robust pathways to drive donor engagement and donations.

We do this via the Givepath platform, that provides our not-for-profit partners with a wide range of donor-engagement resources, tools, and strategies, including events, planned giving campaigns, equity donation campaigns, auctions, crowdfunding, retail partnership campaigns, and customized strategy.

Let’s talk: