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Tuesday, 14 May 2019 10:48

The Hole in the Middle: Stewarding Your Mid-Level Donors Featured

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Susan donates $500 to your organization.

Nice gift!

So, how do you acknowledge the gift and express gratitude to Susan?

Does your organization recognize Susan as a major donor? Or an average donor?

Susan considers this a "major" gift, the largest she gives to any organization.

Susan is what some might consider a “mid-level donor” – a donor stuck between the average and major donors.

And much of the time, those “mid-level” donors get lost, forgotten and neglected.

Susan and her fellow “mid-level” donors make up a larger percentage of overall regular giving than the average or major donors. And, they tend to give at above-average levels without much cultivation.

But imagine what Susan might be inspired to give with a little attention and gratitude.

If you can get Susan and other mid-level donors like her to renew their gifts, the likelihood of renewing them again goes up an average of 20% to 61%. (Fundraising Effectiveness Project).

How we keep “mid-level” donors like Susan engaged and generous is all about stewardship. They need our help. They need our guidance. They need our sincere gratitude.

The "mid-level" donor needs us to

  • Talk to them and with them
  • Show them how their generosity made a significant impact
  • Communicate with them regularly
  • Express sincere gratitude
  • Treat them as the special individuals they are

If we do these things they will remain lifelong friends of your organization.

Because a good stewardship plan for your “mid-level” donors like Susan pays off in the long run.

Susan and other “mid-level” donors are most likely to become your future major donors, capital donors, and legacy donors.

Let J. Milito & Associates work with your organization to identify your current “mid-level” donors and create a stewardship plan that will result in success for your organization and all your Susan’s!

Read 1572 times Last modified on Tuesday, 14 May 2019 11:06
Janice Fonger

Janice Fonger, is SVP and general manager with J. Milito & Associates a direct response fundraising company. Janice has spent more than thirty years in the nonprofit sector. She has been on the front line, in the development office, in the board room and in the executive director’s chair. She knows organizational operations, board and committee oversight, marketing, finance, program delivery and fundraising in small nonprofits. She rose to the many challenges including creating new annual fundraising strategies, building an endowment during a recession, securing and maintaining needed public and private grant funding, as well as caring for and nurturing donor relationships. She has served on numerous nonprofit boards and is past president of the Association of Fundraising Professionals West Michigan Chapter.