Donor categories

Donor categories, or personas, provide a different way of considering prospects and evaluating what approaches may work best for engaging them. The following section describes each of the donor categories.

Philanthropist is a type of donor category. Consider the following philanthropic tendencies and suggested strategic approach when working with prospects who fall into this donor category.

Philanthropic tendencies

  • Major, capital, principal and planned giving

  • Donor or legacy giving clubs

  • Major giving events

  • Major giving name recognition

Strategy

In general, Philanthropists want to spread success to the world. They are optimists and respond to positive-potential messaging. Offer to partner with them on large scale involvements rather than on small projects.

Humanitarian is a type of donor category. Consider the following philanthropic tendencies and suggested strategic approach when working with prospects who fall into this donor category.

Philanthropic tendencies

  • Sustainer giving

  • Major or planned giving clubs

  • Mid-level donors

  • Multiple year-round annual gifts

Strategy

In general, Humanitarians want to maximize assets by spreading their gifts to multiple organizations. Seek their alliance to fund community issues through grass roots solutions that address the greater need.

Casual Donor is a type of donor category. Consider the following philanthropic tendencies and suggested strategic approach when working with prospects who fall into this donor category.

Philanthropic tendencies

  • Single case or reactive donors

  • Challenge campaigns

  • Mid-level name recognition

  • Year-end giving

  • Giving days

Strategy

In general, Casual Donors are willing to help but aren't the most consistent of donors. They focus on fairness and inclusion wanting to help the global citizen in need. Solicit them with frequent and positive messages.

Affluent Enigmas is a type of donor category. Consider the following philanthropic tendencies and suggested strategic approach when working with prospects who fall into this donor category.

Philanthropic tendencies

  • Major giving

  • Capital giving

  • Principal giving

  • Giving from other vehicles (i.e., Donor-advised funds)

  • VIP treatment at special events

Strategy

In general, Affluent Enigmas are similar in wealth to Philanthropists yet they are non-donors and self-made. Engage involvement with need-based messages, even though converting them into donors takes committed effort.

Nonaffluent Enigmas is a type of donor category. Consider the following philanthropic tendencies and suggested strategic approach when working with prospects who fall into this donor category.

Philanthropic tendencies

  • Membership

  • Lower-level annual giving with benefits

  • Transactional support (raffle tickets, drawings, etc.)

  • In-honor of or memorial gifts

Strategy

In general, Nonaffluent enigmas have little identified means and giving history and are the least likely to be donors. Lessen your investment with them as maintaining their ongoing support is both challenging and costly.