Why You Should Segment Donors by Relationship Rather Than Gift Amount

March 24, 2026

By Wendy Johnson

Think about the last time you needed to ask someone for a favor.
If you texted a close friend, you probably kept it casual, maybe added a gif or a little self-deprecating humor. If you emailed a colleague, you provided context and a professional close. If you texted your sister, you might have included a photo of your cat and a generous heaping of emojis. 

Same ask. Three completely different approaches, and you didn't even have to think about it. You read the relationship and adjusted automatically. 

Now think about the last appeal you sent to donors. Did it do the same thing?

Subhead

Many of us probably segment donors by gift amount. It makes sense on the surface because it works, to a point. Giving history does provide clues about a donor's capacity and engagement. But capacity and engagement aren't the same thing as connection. 

Two donors can look identical on paper and have completely different relationships with your foundation. Giving history doesn't reflect how this person feels about your organization, or whether they're on the verge of lapsin or ready to deepen their commitment if given the right invitation.

When gift size is the primary filter, you end up treating your most loyal advocates the same way you'd treat someone who barely knows you. And in the other direction, you may inadvertently position newer donors as insiders before they've had a chance to build any real connection to your foundation's work.

subhead about Segmenting by Relationship Depth

A more useful starting point is to ask not "how much did this person give?" but "how well does this person know us?" This simple shift can transform the way you personalize outreach, build trust, and move donors forward. After all, you didn't write the same message to your friend, your colleague, and your mom. You adjusted your tone, your approach, and your words based on how well you knew each person.

You don't need to know everything about your donors to create a simple donor journey. Begin by identifying the depth of your relationship and let it guide your messaging and conversations. These three donor segments are a good place to start:

New donors are still forming their impression of your foundation. The goal here is to deliver a compelling answer to the question they're quietly asking: "Did my gift actually matter?" Focus on the specific impact of their first contribution without assuming any prior knowledge of your history or programs.

Repeat donors have already answered that question in your favor. They've come back, which means they believe in the work. Now the goal shifts to deepening the relationship. Show them how sustained giving translates into results over time. Help them see themselves as part of an ongoing story, not just a transaction that happened twice.

Highly engaged advocates are your insiders, whether or not their gift size reflects it. If someone opens nearly every email you send and brings a colleague to your gala, they are already operating as a partner. Treat them that way. High-touch, specific recognition matters more for this group than for almost anyone else in your file.

Build your messaging and conversations around the experience each group needs to move forward on their journey. 

A $500 donor who opens every email and brings friends to your fall gala has a much deeper connection than a $500 donor who only responds to year-end appeals. Same gift amount, entirely different relationship! The depth of their connection with your foundation and healthcare organiztion should shape everything—from how you ask to how you thank donors.

Try this for a quick win: Pull a report today on your top 25 most engaged donors, regardless of gift size. These are the people already raising their hands for deeper connection. Create a custom email to them, based on these principles. Let me know what happens!

Ready to Engage Donors with Smarter Strategies? 

Book a free, 30-minute strategy session with me today.  You'll walk away with three actionable recommendations to optimize your nonprofit website, donor engagement strategies, and help you increase recurring gifts from donors.

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