Why You Should Treat Your Mid-Level Givers Like Major Gifts Prospects

Many nonprofits have a clear system for cultivating major gifts and stewarding annual donors. Oftentimes though even just because of unconscious omission, mid-level donors (those who give between $10,000 and $25,000) fall into a sort of gray area. They aren’t stewarded with the same intentionality or time as major gift prospects, yet they’re far too important to receive only mass-marketing type of appeals appeals.

The truth is, your mid-level donors deserve to be treated like major gifts prospects. Here are some reasons why:

1. Many Mid-Level Donors Are Actually Major Gift Prospects

One of the biggest missed opportunities in fundraising is assuming that mid-level donors are already giving “at their max.” In reality, some are probably capable of giving significantly more. They just haven’t been asked or cultivated properly.

These donors have already demonstrated above-average commitment to your mission. Continued relationship building and engagement with your mission may reveal that their capacity and inclination is much higher than you might have thought at first. Your next six-figure donor might already be hiding in your mid-level file.

2. The ROI of Mid-Level Gifts Is Still Outstanding

Major gifts teams often focus exclusively on six- and seven-figure gifts depending on the scale and maturity of the fundraising program, but a $10,000–$25,000 contribution is nothing to overlook. The return on investment for cultivating and soliciting these gifts remains undeniably high.

The cost and time required to move a current donor from a $5,000 gift to $15,000 is often far lower than the cost of acquiring a brand-new donor at that level. Mid-level giving programs can be a sweet spot for ROI, fueling immediate impact while also building your funnel. The other good news too is that far more people are capable of giving in this area than in the six-figures plus level. So the total number of people you can connect with and approach in this area is mathematically higher than major gifts.

3. Mid-Level Giving Is a Stepping Stone to Transformational Gifts

Treating mid-level donors with the same care and strategy as major gifts prospects can sometimes actually be about their future giving as well.

When you invite mid-level donors into closer relationship with your mission you’re cultivating more trust and loyalty as they (hopefully) will naturally interface more with the work of your mission. This increases the likelihood that when they’re ready to make a transformational gift, (or even as their wealth grows in the future) your organization is at the top of their mind.

4. Ignoring or Undervaluing Mid-Level Donors Creates a Leaky Door Funnel

When nonprofits overlook mid-level donors, they risk losing them altogether. What we call “mid-level” gifts are often incredibly substantial for most people. If donors feel under-appreciated or feel like their gifts aren’t making a difference, they may decrease their giving or stop altogether and give somewhere else.

By contrast, a thoughtful mid-level strategy strengthens your funnel and ensures that fewer of your most valuable supporters slip away unnoticed.

Mid-level donors can often be inadvertently overlooked. If your organization doesn’t yet have a mid-level strategy, now is the time to build one. The middle does matter when it comes to fundraising performance.

Need help with your fundraising efforts for your nonprofit? Send us a message and we would love to learn more about your nonprofit!