How to Navigate Patron Program Tier Changes Without Losing Support
By Connor Stribling and Lauren Siff Siegel, Consultants at Donorly
If your patron program has been running for five or more years, chances are you’ve learned a lot about what your donors truly value—and what no longer works.
The problem? Your current tier structure may be outdated. For example:
Entry levels that are too low: Your lowest patron level may no longer align with contributed revenue goals when goods and services represent over 50% of the gift value. For instance, a $1,000 base level with $500+ in event costs, tickets, and stewardship materials leaves insufficient net revenue to justify the investment.
Unsustainable benefits: Offering too much at the entry level—such as invitations to all events for your lowest-tier patrons—creates challenges when trying to tier benefits to encourage increased giving. This approach can drain resources without providing clear incentives for donors to upgrade their support.
Increased Programming: As your organization grows and continues to increase its programming, you'll want to update your giving levels to incorporate the additional access.
This creates a critical question for development teams:
How do you update your patron tiers so they better serve your mission and your donors—without losing the loyal supporters who’ve carried you this far?
The good news: with a thoughtful strategy, patron program changes can strengthen donor relationships rather than strain them. Below are seven proven steps that we recommend.
Step 1: Benchmark Thoughtfully—But Stay Authentic
Look at peer organizations, especially those in your region with a similar donor base. But remember:
Focus on peer organizations in your field when benchmarking—a theater company will find more relevant comparisons with other theaters than with museums
Tailor benefits to your staff capacity and mission.
Benchmarking is about context, not imitation.
Step 2: Align Your Program with Mission and Donor Values
Before you make any adjustments, pause to ask:
Does this align with your current program and offerings?
Do our benefits match what donors actually care about?
Examples of Alignment
Arts organizations: Access and connection—behind-the-scenes experiences, artist meet-and-greets, rehearsal invitations.
Pro Tip
Survey or interview 8–10 of your most loyal patrons before finalizing changes. Ask questions like:
Which benefits do you value most?
What makes you feel more connected to our mission?
How do you prefer to be recognized?
📌 Case Example: An off-Broadway theater found that lower level patrons most appreciated post-show gatherings, while major donors preferred intimate access to artistic leadership. They restructured their tiers to offer more post-show events at lower levels and exclusive artistic director interactions at higher tiers.
Step 3: Model for Financial Sustainability
Your patron program must support — not strain — your fundraising. So make sure to assess the cost-to-benefit ratio of each tier. Create a simple spreadsheet tracking:
Staff time required for each benefit
Direct costs (printing, events,tickets)
Revenue potential at each level
Model out realistic scenarios: How many patrons would you need at each level to meet or exceed your contributed revenue goals? Many organizations find that mid-level tiers deliver the best balance of engagement and efficiency.
Watch out for benefits that drain resources. For example, offering too many events at lower donor levels—such as studio tours, artist receptions, and behind-the-scenes access—can overwhelm staff capacity and divert resources away from higher-value fundraising activities.
Step 4: Communicate Early and Often (The 90-Day Rule)
Communication is everything. Start informing patrons at least 90 days in advance of changes. This gives supporters time to process, ask questions, and feel respected—not blindsided.
Sample communication timeline:
90 days out: Personal calls or emails explaining the changes
60 days out: Formal announcement with a clear comparison chart
30 days out: Reminder with transition benefits highlighted
Launch: Celebrate the new opportunities and enhancements
Pro Tip: Offer a transition benefit to honor loyalty. For example, when our client updated their patron levels from $1,000 to $1,500, they offered loyal patrons a 2-year membership for $2,500—making the annual cost $1,250. This multi-year commitment approach shows gratitude for existing donors while securing sustained support during the transition to your new model.
Step 5: Frame Changes as Enhancements, Not Cuts
Language is everything.
❌ Instead of saying:
We're adjusting the number of performance tickets included in our lower-tier benefits.
✅ Say:
As a two-year patron, you'll continue to enjoy priority seating and donor concierge services, plus we're hosting a special appreciation event exclusively for patrons who've made this extended commitment
Frame adjustments as donor-driven enhancements.
📌 Case Example: An arts organization reframed tier changes as: "We're expanding our programming this season with more performances and exhibitions, and we want to ensure our patrons have access to experience it all."
Always track these promises in your CRM — including transition statuses and expiration dates — to avoid confusion and maintain trust.
Step 6: Build Flexibility and Respect Staff Capacity
The most successful patron programs are sustainable for both donors and staff. Overpromising and underdelivering — whether on special access, content, or personal touches — damages donor trust and drains staff morale.
Instead:
Start with fewer benefits you can execute with excellence.
Build in annual or biannual review points to assess what’s working.
Add new elements only if they prove both popular and sustainable.
Your Path Forward
Restructuring your patron program doesn’t have to cost you donors. With strategic planning, transparent communication, and a commitment to donor loyalty, these changes can:
Deepen relationships with existing supporters
Strengthen alignment with your mission
Create a more sustainable fundraising model
Remember: patrons support you because they believe in your mission. A thoughtful refresh to your patron program shows them that you’re equally committed to excellence and impact.
Ready to Strengthen Your Patron Program?
At Donorly, we help nonprofits raise more money with joy and confidence. Whether you’re:
Restructuring donor recognition
Launching a capital campaign
Building sustainable fundraising systems
…our team of nonprofit fundraising consultants can guide you every step of the way.
Connect with us today to start building a patron program that’s both sustainable and inspiring.
