Untapped Potential: Transforming Your Mid-Level Donor Program
For many organizations, mid-level donors are a goldmine waiting to be tapped. These supporters, often defined as contributing between $1,000 and $10,000 per year, represent a mere three percent of the active donor base but contribute 10 to 30 percent of annual revenue. However, these valuable donors may not get the attention they deserve, resulting in missed opportunities worth millions of dollars. So, why are nonprofits leaving money on the table?
One of the primary reasons is the clash between direct marketers and major gift fundraisers. Each group fiercely guards “their” donors, forgetting that they belong to the nonprofit. Infighting over donor credit and mailing rights diverts attention from the donors themselves, leading to neglect in mid-level giving programs. Even when these donors receive direct mail appeals, they are often treated equally to those who give only $25. The lack of a unified approach undermines the potential of mid-level donors.
Additionally, the absence of established definitions and best practices further hampers nonprofits’ efforts to develop effective mid-level giving programs. The complexity of the program and its value make it difficult for non-fundraising staff to understand its significance, leading to a lack of support from leadership.
Despite these challenges, organizations must prioritize the development of these committed, reliable, and productive supporters. Nonprofits can follow several key strategies to create successful mid-level giving programs including:
- Educate and Lead: It is crucial to educate executives and key influencers about the value and potential of mid-level donors. You can provide supporting data and projections to demonstrate the return on investment. This can bridge the gap between fundraising departments and foster collaboration by emphasizing the goal of raising more money for the organization.
- Plan Your Approach: Start by assessing your current state of engagement and work from there. Even seemingly small changes like improving how you model as mid-level giving prospects can make big differences. There will be some difficult conversations—some mid-level giving staff are fairly anti-direct marketing—but by arming yourself with data, knowledge, and a willingness to test, you can win even them over.
- Focus on Stewardship: There’s a balance to strike between asking and stewardship. Thankfully, there’s also strong overlap. When you personalize the donor experience with gestures like live thank-you calls and tailored cultivation efforts, you are stewarding and improving your knowledge and relationship for that next ask.
- Be Patient and Listen Twice as Much: Building a successful mid-level giving program takes time. Let the incremental increases in giving frequency and average gift size get you through those times when things are going as fast as you’d like. Likewise, with your donors, encourage donor feedback and show that you are listening. Each bit you learn about a donor is something that can help your personalization and relevance, both in direct marketing and for larger mid-level gift asks.
While the journey may not be easy, the efforts will undoubtedly pay dividends through increased revenue and stronger donor relationships.