Pathways

22 pathways, from data to action

Each pathway follows real people, across every team, from the data you already have, through the insight that finds them, across the channels that reach them, and back again as results come in. Complex underneath. Simple to run.

See them all The audiences they run

The Monday Call List · the whole journey, in Apteco Orbit: The whole journey for the Critical Action Required audience: one split by top signal fans out to a call list, a gift officer list, and a set of emails. — **The Monday Call List · the whole journey** The whole journey for the Critical Action Required audience: one split by top signal fans out to a call list, a gift officer list, and a set of emails. Every Monday it gives each urgent person the right next step.

Sample charity: the people and numbers in these screens are made up, so the picture shows the tool, not a result.

Every pathway, four stages

Each pathway joins the data, finds the people, acts on time and brings the results back onto the same record.

Connect

join the data into one record per person

Analyze

find the people who need you now

Activate

reach them on time, in the right channel

Learn

bring the results back to the record

Across your organization

The Board Pack That Builds Itself5 stepsBoard-ready numbers before every meeting. The numbers your board asks for, gathered from every system and ready before every meeting.
Volunteer Appreciation and Drift6 stepsDrifting volunteers noticed in time. Thank volunteers at the moments that matter, and notice when someone starts to drift before they are gone.
Members Who Stopped Showing Up7 stepsQuiet members noticed before renewal. Notice the members who have stopped coming, long before their renewal is due, and reach them while it still matters.
Funder Reporting and Stewardship5 stepsNo more missed funder reports. Never miss a report deadline, and keep returning funders close between applications.
Clean and Considerate Communications6 stepsNo message to anyone who opted out. Every message respects each person’s wishes and reaches a real inbox, across every channel and every team.

Charity Overview · Summary, in Apteco Orbit: The Summary tab, with headline cards across the top, then charts of giving by year, donor status, donor stages and campaign income. — **Charity Overview · Summary** The Summary tab, with headline cards across the top, then charts of giving by year, donor status, donor stages and campaign income. A board reads it as a quick health check of the whole charity before a meeting.

Acquisition, ads and channels

Look-alikes: More People Like Your Best7 stepsMore people like your best supporters. Orbit finds the people already on your file who most resemble your best supporters, then Meta finds more of them beyond it.
The Dynamic Ask Appeal6 stepsThe right ask for every person. Every supporter sees an ask built from their own giving history, in every channel at once.
Always-On Ad Audiences5 stepsAd spend aimed at the right people. Google, Meta and LinkedIn always hold the right people: the ones you want to reach, and the ones you should stop paying for.
Cost to Acquire a Supporter6 stepsThe real cost of a new supporter. What each campaign and channel really costs per new supporter, next to what those supporters give in their first year.
Channel Effectiveness7 stepsBudget follows the channels that keep supporters. Which channels win the first gift, and which keep supporters giving, side by side, every month.

Campaign Performance · Overview, in Apteco Orbit: The Overview tab, with headline cards for all campaigns ever, charts splitting money and donors by campaign type, and a top campaigns table. — **Campaign Performance · Overview** The Overview tab, with headline cards for all campaigns ever, charts splitting money and donors by campaign type, and a top campaigns table. A fundraiser or board member sees which kinds of campaigns bring in the most money and donors.

Fundraising

The Monday Call List5 stepsThis week’s calls, ranked and ready. Nine signals become one ranked list, and every person arrives with their whole story and the recommended next step.
Catch Them Before They Lapse4 stepsLapses caught early. Each supporter’s own giving rhythm says when they are slipping. Act inside the window, not at year end.
The First 90 Days7 stepsSecond gifts asked for on time. The weeks after a first gift decide whether there is a second one.
Year-End Recovery7 stepsA year-end list that builds itself. Everyone who gave last year and hasn’t yet this year, ranked by value, timed to their own calendar, and seen in full.
Sleeping Giants to Major Gifts6 stepsMajor donors spotted early. Find the supporters already behaving like major donors, using gifts, events and volunteering together, then cultivate before anyone asks.
The Upgrade Ask4 stepsAsks matched to what people can give. Ask for what they have already shown they can give.
Monthly Giving Conversion5 stepsMonthly donors found in your file. Some supporters already give like monthly donors, and some of them used to volunteer. Ask them to make it official.
Volunteers Who Have Never Given4 stepsVolunteers asked to give, the right way. They already give their time. Thank them for it before you ask for anything else.
From Guest to Giver5 stepsEvent guests followed up while it matters. Turn the night of the event into the start of a relationship.
Right Month, Right Ask4 stepsAsks timed to each person’s month. Ask people in the month they usually give, and leave them alone in months they never do.
Win-Back With a Listening Step6 stepsLapsed supporters asked what changed. Before you ask a lapsed supporter for money, check whether they really left, then ask what changed.
A Year of Stewardship5 stepsLoyal supporters thanked all year. Your most loyal supporters hear about their impact all year, across every way they are involved, not only when you need something.

The First 90 Days · journey, part 1 of 3, in Apteco Orbit: The first third of the journey: the Second Gift Push audience gets a thank-you email, the largest first gifts go on a call list, then an impact story email after a wait. — **The First 90 Days · journey, part 1 of 3** The first third of the journey: the Second Gift Push audience gets a thank-you email, the largest first gifts go on a call list, then an impact story email after a wait. New donors get a warm welcome first.

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