The Gift Pyramid is Sort of Useless
I'm not done with it altogether, and admit it can be a helpful tool, but I'm sure as heck done with it existing without real names and numbers attached to it. Let's start with the positive:
When do I think it’s helpful?
-the eye-opener: if it's being used to show those who are new to campaign or fundraising work what they might realistically expect is needed to achieve a certain goal;
-the data-driver: if there are real names and real gift amounts associated with each level proposed.
Sometimes it's helpful to show those who think you can raise $5M by selling bricks in a pathway that a lead gift of $2M will be critical, and several people will need to give at the 6-figure level, for example. Especially when we have new leadership, or a professional board who wants to know what to expect, it's great to be honest upfront about the lift of securing big gifts, and their importance to hitting a goal. Most of the money will come from the top of the pyramid in any initiative -- but there are so few people up there. We know that's true, and the pyramid at least spells that out visually, hence my support for the eye-opener.
There's nothing worse than being handed a pyramid that equals the amount you want to raise for a certain initiative or campaign, but plugged in with numbers that don't feel within reach. Nonprofits cannot create themselves or accept from others gift pyramids that are used as a guideline without understanding WHO is linked to each of the levels. Namely through feasibility studies or planning processes, my job is to ensure that the goal I propose a nonprofit consider is fully backed by real data (names, wealth capacity, and potential solicitation ranges) which I have gathered on their behalf through individual conversations. This means that a campaign for $18M might include a lead gift of $8.5M instead of the $12M gift you see at the top of a "sample pyramid," because I know enough about the donor to understand how we'll combine a couple of vehicles to reach that level -- and not $12M. Similarly, it's of no use to an organization to see that 20 gifts at the $10,000 level are needed to reach a specific goal if only four people have ever given at that level, and there's one frontline fundraiser who is organically building out the capacity through one conversation at a time. Securing 20 gifts at that level could take a long time! Cue pressure and burnout from an unrealistic expectation. Planning is important and using a professional to do that is tremendously helpful. Using tools, things that are rooted in your own data and real-life possibilities, are key.
I like that gift pyramids often leave a little bit of aspirational work to be done. You need five gifts at the $250k level but we only know of four donors? Let's see what we can uncover. It's motivational and exciting. In this case, we also can gather that a program is built, people are actively engaging constituents, and the bulk of the WHO is there to support our needs. If it's more than a bit inspiring, though, and takes the wind out of your sails, don't use it.
