Strengthening Your Mid-Level Giving Program

If you’re in the Washington, DC region, your organization may be seeing the impact of government and corporate layoffs on your individual giving programs. When giving slows, that’s often the best time to double down and work to reinvigorate your base. So,  whether your donors are inside the Beltway, in your region, or you’re reaching people across the U.S., now is a great time to put a plan in place to strengthen your mid-level program (sometimes known as the “forgotten middle”). 

Why mid-level donors are important to your revenue growth

While nonprofits tend to focus on either major donors for optimal impact or annual fund donors to capture large numbers of smaller gifts, mid-level donors are a critical donor segment that can provide reliable revenue and loyalty that is so vital to long-term sustainability.

A recent study by Sea Change Strategies and Edge Research found that mid-level donors provide consistent funding and that these donors tend to be more committed to your organization, which means they’re more likely to be engaged with your mission and often become strong advocates for your cause over a long period of time. 

• Mid-level donors provide reliable funding: Mid-level donors provide a steady source of funding and often have personal connections to your cause, making their donations both financially and emotionally valuable. 
• Mid-level donors are loyal: While some mid-level donors will upgrade to major donors, it’s likely that the majority of your mid-level donors will stay at or just slightly above their current giving. Therefore, you should consider focusing your mid-level giving program on retaining these donors and securing bequests and DAF) gifts. Data often shows that  20% of mid-level donors have DAFs, with another 8% thinking about starting one, 31% having made a bequest to a participating organization, and another 23% saying they plan to make one later.

How to identify your mid-level donors

Giving levels vary between organizations, but typically, mid-level donors give between $500 and $5,000 annually, depending on where your major donor gift level begins. And because many first-time DAF donors like to send a ‘test’ gift to see how your organization acknowledges a new gift, consider including DAF donors at any amount in your mid-level plans. 

How to Strengthen Your Mid-level Donor Program

To fortify your mid-level donor program, first, review your current database for potential mid-level donors and prospects (be sure to include DAF donors at any level) and segment these donors into their own portfolio. If you’ve already done a wealth screening on your donor base, use the data to help identify lower-level donors who have the capacity to give at least $2,500 annually. Next, create a cultivation plan that includes a welcome series for new mid-level prospects, regular targeted mailings, personalized phone and email communication, and invitations to events or programs that update them on the impact of their gift.

We recommend conducting a wealth screen on all first-time donors to determine capacity if they fall within the mid-level giving range (or higher). For those who have the capacity to make a mid-level gift, we recommend sending a welcome packet within a month of their first gift. Best practice is to capture as much contact information as possible when your donor makes a gift, especially when they donate through your online portal. For donors who have provided a mailing address, consider including the following materials in a mailed  welcome packet:

• Welcome letter thanking them for joining and going more in-depth about our programs
• Survey asking for their communications preferences, what they are interested in learning more about, and an option to donate if they want
• Return envelope
• Consider adding a Ways to Give buck slip

If you only have an email address, prepare your welcome letter in email format and include links to the survey and the Ways to Give page on your website. 

Your mid-level donors should also receive an end-of-year impact email, at least two newsletters or other broad-based communications per year, and personalized quarterly thank-you emails that provide a story and/or highlight an individual directly impacted by your organization and their contribution. If a response for more information comes in from the welcome packet, you or your organization’s lead fundraiser should promptly reach out with a phone call or email to provide personalized support to your donor(s). 

Let Us Help You Build a Thriving Mid-Level Donor Program

Mid-level donors are often your most loyal supporters and the most overlooked. By strengthening your dedicated mid-level donor program and focusing on consistent, meaningful communication, you can deepen relationships, boost retention, and unlock reliable funding to support your mission now and in the future.

At Focus, our prospect research team can help you identify your mid-level donors with capacity, especially those quietly giving more than average but not yet at the major gift level. We’ll help you pinpoint their potential and create a strategy to engage them intentionally, so no opportunity is left to chance!.