Mid-level donors are a very unique set. Their behavior demonstrates a greater affinity for your organization than the folks you can count on to send their $20 in at the end of the year. Typically they give not simply because they’re asked, but because they care; and because of this, mid-level donors can thrive under a more deeply personalized strategy. But many nonprofits are driven by what works in the short term and the pressure for quick returns, so mid-level donors get lost in the shuffle. The engagement necessary to retain and grow this group requires a special blend of the methodologies being applied to the two opposing sides of your organization’s donor spectrum.
Our objective here is to lay foundation for how to best nurture a strong bond and relationship with this group.
Be more substantive.
Keep the narrative consistent across all channels.
Be generous with “insider” information.
The Wrap Up
What you can expect from a stronger and more engaging mid-level donor program is greater retention among this group, more consistent revenues, and a stable core of loyal donors with whom you’ll maintain a strong relationship for years to come.
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