Case Study of a Mid-level Donor Program

1. Audience selection: Through in-depth analysis of the donor file, we found that the audience selection was misdirected and included a great number of episodic donors while leaving out many high-value donors without large single gifts.

Our analysis identified five “opportunity audiences” that were blended to create a new, better-targeted population of mid-level donors. We worked with the organization to develop an annual strategy for these donors — a thoughtful balance of cultivation and solicitation efforts, administered through a mixture of direct channels and individual development associates in the field, each of whom managed a portfolio of mid-level donors.