We haven’t been treating our mid-level donors right.
They are the neglected middle child among our donors.
We dedicate time and other resources to our major donors and we feel we understand them. After all, we get to know them individually, one-on-one.
And our annual giving programs are well-oiled machines. Maybe we could be doing better, but we’ve spent years reaching out to these donors in this way, and we generally know what we’re doing.
But what about mid-level?
We’ve tried to fit them in both groups. We assign them to a major gift officer… and they fall to the bottom of the priority list. After all, we’re measuring our major gift officers on how much money they raise, so it’s in their best interest to chase after the 6-figure donors, not the $1,000 donors.
So we dump mid-level donors in our annual donor stream, with nothing but a variable paragraph to acknowledge their “leadership” or “generosity”, and maybe they get a closed face envelope with a real, live stamp on it!
Neither of these experiences speak to the mid-level donor. None of this inspires and engages this unique group of donors.
We’re doing it all wrong!
So – the question has to be: how do we do it right?
Well, I’m speaking about that at Cause Camp on Friday in Lincoln, Nebraska. Cause Camp is an annual 2-day “nonprofit extravaganza” hosted by Nonprofit Hub and the Lincoln American Marketing Association. I also spoke about this at the Women in Philanthropy Conference a few weeks ago, and I’ll be speaking on it again at AFP Fundraising Day in Toronto in June. It’s a topic I’m really passionate about, and I can’t wait to wave my arms on behalf of mid-level donors in front of groups of other passionate fundraisers.
With all that said, tune in next week to hear my thoughts on how to treat mid-level donors right!
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for over nine years. Click here to learn more about Maeve.