Major Donor Conversion Rate
Percentage of mid-level donors identified as prospects who are successfully cultivated into major donors
What is Major Donor Conversion Rate?
Major donor conversion rate is the percentage of mid-level donor prospects who become major donors. It shows how well a charity moves people up its giving pathway.
Major donors give a large share of voluntary income, so growing the number of them is a key fundraising goal.
How this KPI is measured
- Function
- Fundraising & Income
- Sub-function
- Donor Development
- Industry
- Not-for-Profit / Charity
- Type
- Lagging
- Impact
- Revenue
- Unit
- %
- Measurement frequency
- Annual
- Formula
- (Mid-level donors converted to major donor status / Total mid-level prospects identified) × 100
How to calculate it
Divide mid-level donors converted to major donor status by total mid-level prospects identified, and multiply by 100.
For example, if 15 of 200 mid-level prospects became major donors, the rate is 7.5%.
Define major donor by gift size, set a window for conversion, and follow prospects over enough time, since major gifts often take a while to develop.
Where it is used
Managing the giving pathway
See how many move up.
Prioritising relationship building
Focus on likely prospects.
Forecasting major gifts
Estimate income.
How to improve it
Tips and common mistakes
- Major gifts take time. Use a long-term view.
- Follow ethical and data rules on wealth screening.
- Good stewardship leads to repeat gifts.
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