5 Tips Nonprofits Should Know When Making Gift Range Charts

When hosting a capital campaign, year-end campaign, or other significant fundraising initiative, it’s crucial to be strategic about the fundraising process. While smaller campaigns and fundraising efforts should still entail thoughtful planning, larger endeavors with lofty fundraising goals require more attention to the giving process and the specific donations you’re expecting.

That’s where gift range charts come in. These resources help set major campaigns up for success. The tips in this guide will help your team build an effective gift range chart that steers your campaign in the right direction.

What Is a Gift Range Chart?

According to Bloomerang’s major gift fundraising guide, a gift range chart “helps determine how many gifts you’ll need to acquire at each giving level to meet your campaign or annual giving goals.” It provides a visual representation of the required donations for your campaign instead of relying on a simple spreadsheet or data display.

The purpose of a gift range chart is twofold. It not only serves as a strategic guide for your campaign’s fundraising team, but it also works as a motivational tool for your team to reach its goals and for your donors to contribute to help you achieve those goals.

With that in mind, let’s explore tips for developing accurate gift range charts that support your objectives.

1. Start by Defining Your Fundraising Goal

• Specific. Your fundraising goal should be focused on a specific area or project that you’re trying to fund with your campaign. For example, your nonprofit might run a capital campaign to raise funds for a new building or facility.
• Measurable. When it comes to fundraising goals, the measurable component will be the specific amount of money you aim to raise.
• Achievable. Your goal should be achievable based on your donor base and past campaign performance. Consult your nonprofit CRM to ensure your goal is reasonable compared to past campaign results.
• Relevant. Align your fundraising goal with your nonprofit’s long-term objectives to ensure you’re raising money for an initiative that supports your vision for the future.
• Time-bound. Your goal should include a definitive start and end date for your campaign to keep your team on track.

An example of a SMART fundraising goal to focus your gift range chart on may be to raise $2 million over the next three years to expand your nonprofit’s animal shelters so you can help even more animals in need.

2. Analyze Past Giving Data

• Average donation amounts
• Gift size growth
• Giving frequency
• Giving capacity

To find out more about donors’ giving capacities, consider conducting a wealth screening. A wealth screening allows you to identify high-capacity donors who can help push your fundraising goal forward.

Through wealth screening, nonprofits can obtain data like their donors’ business affiliations, stock ownership, and home value that indicate giving capacity. When you work with a data provider, you can expedite the wealth screening process and focus your time on other aspects of campaign management. Then, segment your donors by giving capacity. These segments will empower you to develop the gift levels for your chart accordingly and reach out to donors with tailored ask amounts.

3. Create Gift Levels

Now, it’s time to start developing your gift levels. Start by determining the top or lead gift.

Most nonprofits calculate their top gift as 10-25% of their overall goal. For example, a nonprofit aiming to raise $500,000 may have a top gift of $75,000, which is 15% of their overall fundraising goal.

Your top goal sets the tone for your campaign. Even if donors can’t contribute the full amount (as most donors won’t), having an idea of how much you’re trying to raise can motivate them to participate in your fundraising initiative.

• Major gifts. Right below your top goal are your major gift levels. You’ll likely aim to solicit a few large gifts that represent a major chunk of your fundraising goal.
• Mid-level gifts. The next giving level consists of mid-level gifts that will come from several mid-level donors.
• Small or general donations. Lastly, most of your donations will be smaller contributions that help you inch closer to your fundraising goal.

For a better idea of what these levels might look like, consider this example major gift range chart from Bloomerang:

While this gift range chart focuses on major gifts, it still follows the structure of a regular gift range chart. As you can see, $25,000 is the top gift with one gift required. However, the nonprofit will reach out to four different prospects to maximize the chance they’ll secure that lead amount. As the chart progresses, the gift amounts decrease while the number of gifts required increases, demonstrating the successive giving level format.

4. Use Visuals

Transform your gift levels into a visual representation. Seeing your chart in a visually appealing format helps your team stay on track and pushes donors along the donor journey by clarifying exactly how much they have to give to make a difference.

While you may use a chart like the one featured above, you may also arrange your visual in a gift pyramid. Regardless of which format you use, make sure to:

• Leverage colors strategically. Assign different colors to different columns or giving levels to make your chart easy to understand at a glance.
• Add clear labels. Label each column or section so it’s clear what the data in each category represents.
• Incorporate your branding. Match your gift range chart to other graphics your nonprofit creates by incorporating your brand colors, fonts, and logo.

Feature the finished visual on your campaign or donation page. Qgiv’s donation page guide explains that 83% of people who visit your donation page won’t actually make a donation. Including your gift range chart on your dedicated campaign page can motivate potential major and mid-level donors to follow through and contribute to your cause. Make sure to accompany the graphic with the context of what funds from your campaign will go toward so donors know what they’re supporting.

5. Be Flexible

Keep in mind that your gift range chart is a guide, not an instruction manual. Your results may differ from what you set out to achieve, and that’s okay.

Be flexible in your approach and adjust your chart as needed. Analyze which levels are lacking gifts and strategize about how you can close those gaps. For example, you may need to put more energy toward engaging and stewarding mid-level donors to collect donations at that tier.

Maintain open communication with your team so everyone’s on the same page every step of the way. Consider scheduling regular check-ins every two weeks or so throughout your campaign dedicated to discussing your strategy and pivoting your approach if necessary.

Use your fundraising software to track campaign progress, analyze donor engagement, and adjust your strategy based on data. Make sure to update donors on your progress through your website, newsletter, and social media.

After your campaign is complete, be transparent about the results with your staff and your donors, and discuss the successes and challenges you encountered with your gift range chart so you can improve your approach for your next major campaign.

Disclaimer:   

This blog is for informational purposes only and is not meant as financial, legal, or tax advice. Please seek professional advice from qualified tax, legal, and/or financial professionals before making any financial decisions.    

Carnegie Investment Counsel (“Carnegie”) is a registered investment adviser under the Investment Advisers Act of 1940. Registration as an investment adviser does not imply a certain level of skill or training. For a more detailed discussion about Carnegie’s investment advisory services and fees, please view our Form ADV and Form CRS by visiting: https://adviserinfo.sec.gov/firm/summary/150488.