Building a Mid-Level Program

I’ve got good news and bad news about the future of fundraising.

First, the bad news: fewer people are donating to charities, according to the Fundraising Effectiveness Project and other researchers. But here’s the good news: those still giving are donating more than ever.

This shift means nonprofits that focus on nurturing and upgrading loyal donors are likely to thrive, while those relying on the “churn and burn” model—constantly gaining and losing donors—will struggle in this new fundraising landscape.

To succeed, nonprofits should concentrate on increasing members’ donation amounts through a well-structured mid-dollar fundraising program. This approach has three key parts: (1) identifying the right audience, (2) crafting a resonant creative strategy and message, and (3) cultivating and thanking donors for their generosity and ongoing support.

Identifying, Messaging, Soliciting, Cultivating, and Acknowledging Mid-Dollar Members

Step 1: Identify the Right Audience

To grow a mid-dollar program, focus on donors with potential to give more, segmented as follows:

• Lapsed Donors: Reactivate by recalling past impact, inviting them to re-engage with the organization’s work.
• New Donors: Encourage a second gift to deepen their commitment.
• Active Donors: Inspire upgrades by emphasizing their leadership and the amplified impact of increased support.

Step 2: Crafting the Message

Effective fundraising connects donors’ values with the organization’s mission, highlighting the impact they help achieve. First, reflect their ideals and their essential role. Then, position them as leaders through exclusive branding—like “The Leadership Circle”—giving them special insights into the group’s work. Lastly, answer the question, “Why now?” by sharing the group’s current initiatives, which call for greater investment from committed supporters.

Mailings should follow a set schedule yet stay flexible to allow for timely updates. Tailor the plan based on giving patterns—some donors respond well to renewal mailings, others more to appeals. We’ll track and adjust the contact strategy, using custom-designed management reports reducing frequency for lapsed donors and maintaining current strategies for active ones, etc.

Step 3: Cultivation and Acknowledgment

To build a sense of belonging, offer mid-dollar donors exclusive insights. This includes branded “Insider’s Memos” signed by the organization’s officers, sharing recent work, plus additional mailings like news clips, testimonials, and updates. This approach shows that the organization values its members and considers them to be part of its leadership team.

We recommend quarterly cultivation mailings annually, plus digital engagement through exclusive online content.

Prompt, personalized acknowledgments are crucial for retention and upgrades; for each appeal, a specific acknowledgment with relevant updates reinforces the impact of their support.

This three-step approach fosters purpose, connection, and sustained commitment among the group’s supporters.

If you want to find out how IDM can partner with you and create a mid-level upgrade strategy that works, get in touch with us today.