Mid-level giving: 3 tips to keep donors engaged
Mid-value giving is a largely underdeveloped area of fundraising. This is because charities tend to focus on acquiring donors and locking in major donors.As a result, mid-level donors get left on the back burner, which is a shame, as they’re a vital part of the fundraising mix.In this blog post we're going to look at why mid-level donors are important and what you can do to make them feel loved.But first, who are your mid-level donors?This answer is different for every organisation, but as a rule, your mid-level donors occupy the space between your largest average gift and your smallest major gift.You’ll need to do some number crunching to figure out who they are.Why are mid-level donors overlooked? Mid-level donors tens to be overlooked as they account for a small amount of a charity’s donor base (around 5 - 10%). And yet they can contribute as much as 40% to 50% of an organisation’s annual revenue.This is why it’s important to keep them engaged.Here are three easy ways to do it:
- Establish personal relationships
As mid-level donors account for a small percentage of your donor base, you can afford to go the extra mile with them. So, rather than write an email, pick up the phone and have a good old-fashioned chinwag. Find out why they give to your organisation. Thank them for their continued support. Tell them about upcoming events and update them on charity news.Remember, you want to build long-term relationships with these donors. How you treat them now is crucial.
2. Offer exclusive benefits
If you want your mid-value donors to stay engaged (and increase their donations), make them feel important by offering them exclusive benefits.For example:Private tours/meet-and-greets: What better way to see the impact of their donations than a tour of your facility/projects and meeting some of your beneficiaries?Quarterly conference calls: Why not host exclusive conference calls or webinars you’re your mid-level donors, to update them on charity news? You could talk about recent projects/initiatives, fundraising events and share success stories.Public recognition of donations: Whether it’s a shoutout on social media, or a name-drop in your newsletter, your mid-value supporters will be grateful to receive public acknowledgement of their generosity.
3. Plan events with your mid-level donors in mind
As you plan your fundraising calendar, be sure to factor in a couple of events for your mid-level donors. You’ll have intel about the sort of activities they enjoy from your conversations with them.This will give them a chance to connect with one another and meet charity staff and volunteers.Every personal touch point will strengthen your relationship with them and keep them engaged with the cause.Looking for talented fundraisers to lead on your mid-level giving strategy? Give us a call on 0203 750 3111.