The data is clear. The more attention you give to mid-level donors, the better donors they become… the more revenue they produce for your mission… and the more likely they are to remain loyal and invest deeper.

While donor stewardship is important at all giving levels, mid-level donors have the financial capacity and commitment to make a significant impact. However, not every organization has the resources for a dedicated mid-level donor program. If you’re working with a small team or a limited budget, there are still plenty of ways to start maximizing mid-level donors without overextending your resources.

Maybe you only have a few hundred donors at this level, and more-than-likely your development team is already multi-tasking beyond their limit.

What can you do to maximize your mid-level donor program without a lot of extra time or resources?

 

Low-Cost Strategies for Maximizing Mid-Level Donors

Here are some easy, low-cost tips to get you moving in the right direction:

1. Start Small and Prioritize High-Value Donors

When maximizing mid-level donors, it’s easy to feel overwhelmed by the entire group and think that if you can’t engage all of them, you shouldn’t engage any. But that’s not the case. Even small efforts—like handwritten notes or personal outreach—can make a meaningful impact. Begin with your highest-value donors first. These individuals are already deeply committed and will appreciate your extra effort, reinforcing their loyalty and inspiring them to give more. By taking these small, intentional steps, you’ll build momentum and create a stronger mid-level donor program over time.

2. Identify Your Best Mid-Level Donor Prospects

Determining which donors fall into your mid-level giving range is essential. While $1,000 is a common threshold, you should analyze your donor data to see if adjustments are needed. Look for donors who have recently increased their giving, those who have attended events, or individuals with high wealth indicators. These prospects are ideal candidates for maximizing mid-level donors through personalized engagement.

3. Focus on Your Thank-You Process

This is your chance to make a lasting impression. Go beyond a standard thank-you.

  • Add a handwritten note to the letter
  • Send a personal card
  • Make a quick thank-you call
  • Follow up with an email of appreciation

 

Or, if the gift is substantial, consider doing all four. The goal is to make your gratitude stand out—ensuring your donors feel valued in a way that sets your organization apart from the many others they support.

4. Host a Virtual Event for Donor Engagement

A cost-effective way to engage mid-level donors is by hosting an exclusive virtual event, such as a tele-town hall or a Zoom meeting with the Executive Director/President/CEO or a program leader. Let them get to know leaders within your organization and provide them with an inside look at the impact their gifts are having. These events create a sense of exclusivity and strengthen donor relationships, leading to increased engagement and future contributions.

5. Add a Personal Touch to your Existing Solicitations

Include a handwritten “thank you for your support” on your direct mail appeals, hand-address envelopes, or add a business card from a key staff member. These personalized touches help humanize your organization and foster deeper connections with your mid-level donors.

6. Share Exclusive Stories and Updates

Everyone loves to feel special, and reaching out to a few donors now and then with a heartwarming story or a recent victory will let the donor know you’re thinking of them. These small, intentional communications contribute to maximizing mid-level donors by reinforcing their connection to your mission.

 

Take Action Now

Get started now and commit to doing at least one new thing from the list above this year to maximize your mid-level donors. By focusing on meaningful connections, you’ll strengthen donor relationships, increase retention, and drive greater financial support for your nonprofit.

Published in the March 2021 Issue of DMAW Marketing Advents

Craig DePole is the President of Newport ONE, a leading direct response fundraising agency serving nonprofit organizations for over 35 years. Craig is passionate about maximizing mid-level donors and can be reached at cdepole@newportone.com.