The 4 levels of donor commitment according to Mal Warwick
For those of you who are new to the field, Mal Warwick played a tremendous leadership role in fundraising and direct marketing. In his book titled How to Write Successful Fundraising Appeals, he outlined the 4 levels of donor commitment. Here they are:
- The Tourist – No commitment: These folks are not likely to give you money but they do respond to freebies and use your website to gather information. They might become donors if you give them enough value but it’s doubtful.
- The Visitor – A bit of commitment: They might be attracted to you in the same way the Tourist was but they become a bit more involved. They might subscribe to your e-newsletter or give a small donation.
- The Resident – A lot of commitment: Residents aim to stick with you unless you screw it up. They have given on multiple occasions and could be monthly donors. They volunteer and attend events. Residents include former staff or board members too. All of these folks are great legacy gift prospects.
- The Lifer – The highest level of commitment: Lifers are the residents that have stuck with your organization through thick and thin; good times and bad. Their undying passion makes them your best bet for legacy gifts.
How do your supporters fit into these personas? Are you overlooking some lifers?