Five Key Strategies to Developing a Mid-Level Donor Program
Looking to improve retention and increase revenue per donor? Is your support base split between small donors and major donors, with a big gap in between? Maybe it’s time to give a serious look at developing a mid-level program.
A few steps above basic membership and a few steps below major giving, a mid-level program should be seen as a bridge between the two, as well as a terrific source of member retention, revenue growth and upgrade potential.
A mid-level program can mean different things to different organizations. For some, mid-level donors are those giving $1,000 or more. For others, it’s $250 or $500. Whatever the level, it’s important to realize that these individuals demonstrate a greater affinity to your organization and donate for different reasons than basic members, and they can thrive under a more personalized and communicative recognition strategy.
Identifying key prospects to invite to join your mid-level program consists of some careful segmentation. You want to identify donors by their length of time on your file, their propensity to upgrade and give additional gifts, and their loyalty and attachment to your organization. Critical information to take into account includes donor enthusiasm, level of commitment to and involvement with your organization, and ability to support you at a higher giving level.
Loyal donors at this level tend to be among the most valuable on an organization’s file. While representing only 5 percent to 10 percent of an the donor file, the mid-level file can represent 40 percent to 50 percent of the total revenue.
To manage a successful mid-level program, a nonprofit must leverage best direct-marketing practices with major-gift components. It’s best to approach a mid-level program as an enhanced form of direct marketing. A primary goal is to raise revenue, but an equally important objective is to cultivate and nurture a strong bond and relationship.