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Home Fundraising Finding Mid-Level Donors

Finding Mid-Level Donors

by Clay Harmon


6 Tips For Finding Mid-Level Donors

  1. Mid-level donors often look like low-level donors. You may expect them to give small at first, but when they become more engaged with your nonprofit and start believing in your mission, those donations will increase. Be sure you’re doing everything you can to steward these people. Don’t let them fall to the wayside when someone more fiscally attractive crosses your path. You never know when these people will pay off big time.
  2. Similar to the first point, organizations need to take an active stance to drive low-level donors to the middle of the pyramid and engage them with the right message. But how do you know what the right message is? That’s where tip 3 comes in.
  3. Make an attempt to profile your donors. Not only will profiling help you find ways to make your existing donors respond better, but once you’re able to identify commonalities between them, it will help you identify prospects with a higher likelihood of giving. After all, 70% of mid-level gifts secured through face-to-face strategy were from non-donors.
  4. If you have a system in place to process automatic credit card transactions, monthly giving commitments can be extremely valuable.
  5. Direct, personalized attention in a cost-efficient manner will help propel your organization into a person’s top three. However, avoid having your correspondence sound impersonal or cold. It’s easy for someone to tell when a message isn’t genuine, especially when it includes an ask.
  6. Be sincere from square one about developing a relationship with any donor. Cultivating is difficult and requires a lot of work, but it will cause your donors to believe in your organization—not only with their brains but with their hearts. After all, at the end of the day, it’s not about what’s in their wallet. It’s about the relationship.


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