If you’ve worked in major gift fundraising, you’ve likely been tasked to find more, and new, major donors. At the same time, the total donor base may be shrinking. Many donors are lapsing, and some are supporting at lower levels.
Too often, fundraisers are urged to engage new and bigger donors from outside their organizations, while neglecting and overlooking the high-potential donors already engaged. While donor acquisition is a critical piece in any fundraising office, it must be strategic and balanced—but never at the expense of your donors bursting with unrealized potential.
Enter: Midlevel.
This incredible segment of your pipeline packs a mighty punch. Varying across organizations, midlevel donors are often segmented in the $1,000–$10,000 annual giving range and are some of the organization’s most faithful, committed, and engaged donors. While they’re full of potential, they’re often ignored. Many fundraising offices have programs and staff focused on donors giving above and below the midlevel. As a result, midlevel donors—who provide critical support to their organizations—often aren’t cultivated themselves.
Organizations that have strategically activated their midlevel donor base are on the right track. Consistently giving more than the average donor, these individuals are demonstrating their commitment to your mission and opening the door for deeper engagement. And when they’re cultivated well, they have tremendously positive implications for the entire donor pyramid. To name a few:
- They can contribute up to 40%–50% of your organization’s revenue. Providing such a strong foundation for the annual fund, midlevel donors must be retained, proactively stewarded, and engaged—they’re far too valuable to leave alone!
- They are fervently loyal and can significantly increase your donor retention. With meaningful engagement and opportunities to support what they care most about, your midlevel donors will stick with you for the long haul. Relationship building with this group should never feel transactional but rather be reflective of their deep commitment to your cause. While all may not become major donors, many are able to increase their support over time.
- They are your future major donors. Did you know 2/3 of major donors become engaged through the annual giving program? With cultivation and targeted asks, midlevel donors can feed your major donor pipeline. Before you look outside your database for new major donors, prioritize upgrade opportunities for your midlevel donors (your future-majors) who are willing and ready to be asked for significant gifts.
- They are excellent planned giving prospects. Midlevel donors are among your most passionate and faithful supporters. While all may not have the ability to make major gifts, many are prime candidates for planned giving further down the road. It’s critical to keep these donors engaged, inspired, and informed of their impact so that you remain top of mind when they craft their long-term plans.
- They can be cultivated at scale. Ideally, a nonprofit would have one or more fundraisers specifically focused on this donor group; but smaller, less resourced organizations can still curate powerful strategies without a large team. Unlike major donors who require significant time and personal, individualized attention, midlevel donors respond to a blend of personal touchpoints coupled with direct response fundraising—they’re a hybrid of both worlds and can be managed in much larger portfolios.
Midlevel donors are a powerful core of your donor base, so don’t leave them behind! Engage them smarter, and you’ll have a strong, sustainable pipeline from end to end.