A new and effective way to cultivate mid-level donors

One of the most vexing challenges for many fundraisers is how to cultivate mid-level donors — those who are between the large population of general donors we cultivate by mass channels, and the top-level major donors we cultivate with major gift officers.

Most organizations make one of these mistakes with their mid-level donors:


  1. They treat the mid-level donors the same way they treat general donors. This approach fails to maximize their giving. When you treat people like low-dollar donors (mainly through inexpensive touches), they act more like low-dollar donors. They are less likely to upgrade their giving.
  2. They assign the mid-level to major gift officers. This sounds good in theory, but in practice, it overburdens the major gift officers with too-large caseloads. They tend to under-cultivate these mid-level donors (who, after all, are low-value donors in their eyes). The mid-level donors end up getting little or no contact. You lose them.

What’s the right solution for handling this valuable group of donors?

Good news: We at TrueSense Marketing and our friends at Veritus Group have developed a program for mid-level donors.

It’s an efficient hybrid of mass-marketing and personal contact fundraising that makes it possible to give mid-level donors a major-donor experience. The results are explosive.

Interested? Download our free white paper, Cultivating “Missing Middle” Donors for Maximum Fundraising Results.

Here’s what you’ll discover:


  • How we’re turning up the relationship with mid-level donors at the right cost.
  • How we’re maximizing their giving and boosting their retention.
  • How we’re learning who has high capacity for giving among mid-level donors.
  • We’re also learning who among them have the most passion for the cause.
  • Best of all, we’re uncovering highly qualified major donor prospects and filling the pipeline into major donor programs.

Download our white paper, Cultivating “Missing Middle” Donors for Maximum Fundraising Results today (free, registration required).

It’s an investment in your organization’s financial future!


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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