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Sleeping Giants

Audience on the Grow tab

Who in your database is already acting like a major donor? These supporters score 3 or more out of 5 on signals of untapped potential: long tenure, growing gifts, a strong first gift, giving outside their peak month and a steady giving floor.

See the pathway: Sleeping Giants to Major GiftsWhat to do next
Who's in itA profile: status, stage, value and volunteering.AudienceThe rules: who is let in, and who is left out.Why they're hereThe signal that put each person on the list.LifecycleDonor stage against donor status, in one grid.Call sheetNames, value, last gift and a suggested next step.Value by channelHow much they are worth, split by volunteer status.
Sleeping Giants · Who's in it, in Apteco Orbit: The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value.
Sleeping Giants · Who's in it The Who's in it tab: four donuts of donor status, volunteer status, donor stage and lifetime value. Most are loyal, active givers who already trust the charity, so a bigger ask is a natural next step.
Sleeping Giants · Audience rules, in Apteco Orbit: The rules tab: one rule under Includes, Sleeping Giant Score above the cut-off, and nothing under Excludes.
Sleeping Giants · Audience rules The rules tab: one rule under Includes, Sleeping Giant Score above the cut-off, and nothing under Excludes. It gathers people who could give much more than they do now, a good list for major-gift calls.
Sleeping Giants · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score.
Sleeping Giants · Why they're here The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score. A major-gift officer can use the score to decide who to call first.
Sleeping Giants · Lifecycle, in Apteco Orbit: The Lifecycle tab: a grid of donor stage against donor status.
Sleeping Giants · Lifecycle The Lifecycle tab: a grid of donor stage against donor status. Loyal donors are the biggest group and all active, so a fundraiser can start major-gift talks there.
Sleeping Giants · Call sheet, in Apteco Orbit: The Call sheet tab: names, lifetime value, days since last gift, a suggested next step and contact flags.
Sleeping Giants · Call sheet The Call sheet tab: names, lifetime value, days since last gift, a suggested next step and contact flags. Major-gift staff work down the list and skip anyone who asked not to be contacted.
Sleeping Giants · Value by channel, in Apteco Orbit: The Value by channel tab: stacked bars of lifetime value band, coloured by volunteer status.
Sleeping Giants · Value by channel The Value by channel tab: stacked bars of lifetime value band, coloured by volunteer status. Premium and Major are the tallest bars, so most sleeping giants already give a lot and could give more.

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result. The Audience tab is Orbit's own. The other tabs are views added to this audience's workbook; Get to know the list shows how to add them.

Who is in it

These are people who could give much more than they do now, so they are a good list for major-gift calls. The audience is locked because 1 other item depends on it.

2

insights it is built from

Grow

its tab on the Field Guide Audiences dashboard

2

pathways run it

Sleeping Giants · Audience rules, in Apteco Orbit: The rules tab: one rule under Includes, Sleeping Giant Score above the cut-off, and nothing under Excludes.
Sleeping Giants · Audience rules The rules tab: one rule under Includes, Sleeping Giant Score above the cut-off, and nothing under Excludes. It gathers people who could give much more than they do now, a good list for major-gift calls.
Sleeping Giants · Why they're here, in Apteco Orbit: The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score.
Sleeping Giants · Why they're here The Why they're here tab: a donut of the Sleeping Giant flag and a table of each person's Sleeping Giant Score. A major-gift officer can use the score to decide who to call first.

What to do next

Build a personal upgrade ask for each one. Start with the 5s and work down.

The Sleeping Giants to Major Gifts pathway runs this list. Here is each step, then the journey as it is built in Orbit.

  1. Week 0

    Look-alike model

    Look-alikes of supporters who already give at major level surface the next tier of prospects.

  2. Week 0

    Your CRM

    Supporters scoring 4 or 5 go to your major gifts lead with their scores attached, in your CRM or as a list.

  3. Week 1

    Direct mail

    A personal invitation to a briefing or site visit.

  4. Week 2

    LinkedIn Ads

    A matched audience sees your leadership’s impact content on LinkedIn.

  5. Week 4

    Email

    An impact report. Anyone who clicks is flagged for a call.

  6. Week 6

    Call list

    A cultivation call. The ask comes later.

Watch the pathway
Sleeping Giants to Major Gifts · journey, part 1 of 2, in Apteco Orbit: The first half of the journey: the Sleeping Giants audience goes on a gift officer list, a mailing list for a briefing or site visit invite, then LinkedIn ads.
Sleeping Giants to Major Gifts · journey, part 1 of 2 The first half of the journey: the Sleeping Giants audience goes on a gift officer list, a mailing list for a briefing or site visit invite, then LinkedIn ads. A slow, personal path warms up a likely major donor.
Sleeping Giants to Major Gifts · journey, part 2 of 2, in Apteco Orbit: The second half of the journey: the wait after the LinkedIn ads, the impact report email, and a click check that sends people to one of two call lists.
Sleeping Giants to Major Gifts · journey, part 2 of 2 The second half of the journey: the wait after the LinkedIn ads, the impact report email, and a click check that sends people to one of two call lists. A click moves someone to the front of the call list.

What it is built from

Each insight below is worked out by Orbit for every supporter. Click one to read it in the Field Guide.

All 25+ audiences

Insights

  • Sleeping Giant ScoreHow many signs of untapped capacity does this supporter show? Build a personal outreach plan for your Sleeping Giants, the donors with several signs of untapped capacity.
  • Sleeping Giant FlagHow likely is this supporter to be a Sleeping Giant with untapped capacity? Pull the High and Very High potential Sleeping Giants for your major gift officer or stewardship team.

Next to it on the Grow tab

Questions people ask

Who is in the Sleeping Giants audience?

Who in your database is already acting like a major donor? These supporters score 3 or more out of 5 on signals of untapped potential: long tenure, growing gifts, a strong first gift, giving outside their peak month and a steady giving floor.

These are people who could give much more than they do now, so they are a good list for major-gift calls. The audience is locked because 1 other item depends on it.

What should I do with Sleeping Giants?

Build a personal upgrade ask for each one. Start with the 5s and work down.

Which data does Sleeping Giants use?

Sleeping Giant Score, Sleeping Giant Flag. Each is an insight Orbit works out for every supporter.

Which pathway uses Sleeping Giants?

Sleeping Giants to Major Gifts: Find the supporters already behaving like major donors, using gifts, events and volunteering together, then cultivate before anyone asks.

Always-On Ad Audiences: Google, Meta and LinkedIn always hold the right people: the ones you want to reach, and the ones you should stop paying for.

How do I build it in Apteco Orbit?

Open Audiences, start a new audience and add each rule: who to let in, then who to leave out. Build an audience by hand walks you through it, and Ask Orin to build it shows how Orin can draft it for you.

Learn Mission is a free course. Part 5 is all about audiences: you build one, read it tab by tab and tidy it before anyone gets a message.

Build it yourself

Start with the stops below, then read more in the Apteco Help Hub.

Start the course

The Grow audiences

All 25+ audiences