Let’s Inspire Mid-Level Donors!

Last week, I wrote about mid-level donors, and what we’re doing wrong with them.

Mid-level donors are neglected, uninspired and disengaged. Why? Because we’re making assumptions about them. We’re assuming they want to be treated like a major donor—in-person meetings, more targeted asks and more information to inspire their giving because they see their gifts as an investment.

Or, we’re assuming they want to be treated like an annual donor—they’ve been conditioned to give by mail, after all, so let’s just throw in a variable paragraph to distinguish them among our other donors, and maybe put their letters in square envelopes with real, live stamps on them.