Mid-Level Donors: Your Secret Weapon in the Giving Crisis

The nonprofit sector is facing a paradox: total giving dollars are rising, but fewer donors are participating. According to the Fundraising Effectiveness Project, charitable giving in the U.S. grew 3.5% in 2024 — but the number of donors dropped 4.5% during the same period. This troubling trend threatens the long-term health of fundraising programs across the board.

One of the biggest culprits? Traditional fundraising models aren’t built to steward donors effectively through their giving journey. The bulk of donors are cultivated either as annual fund supporters or as major gift prospects — but the space between those two tiers often goes unrecognized. In fact, only 2.7% of donors give between $5,000 and $50,000, and just 0.4% give more than $50,000 in 2024, according to the Fundraising Effectiveness Project, despite the fact that many individuals have both the means and interest to deepen their support. That means that nearly 97% of donors are either giving at modest levels or not being stewarded into greater impact — simply because no one’s asking them to.

I’ve seen the opposite trend among donors choosing to make life income gifts like charitable gift annuities, signaling that many donors are eager for giving opportunities that align with their values and financial goals. Often, these donors fall into the middle tier: financially savvy individuals who want to give meaningfully without compromising their long-term financial security.

Who Are Mid-Level Donors and Why They Matter

While I define mid-level donors as individuals who typically give between $5,000 and $50,000 annually, that range may flex depending on your organization’s donor base. But what unites them is more than just a dollar amount. They’re values-driven, loyal supporters who already believe in your organization’s mission. Many have given consistently for years, yet they often fall through the cracks in the binary of annual versus major giving.

They’re also the donors most likely to respond positively to thoughtful engagement. Treat them like major donors in the making — and you may be surprised how many rise to the occasion.

How to Engage Mid-Level Donors More Effectively

Engaging mid-level donors requires a thoughtful balance of recognition, access and flexibility. These strategies can help you move this critical segment from overlooked to fully engaged.

1. Tailor Your Stewardship Approach

Mid-level donors don’t need or expect gala invitations or naming opportunities, but they do want to be seen. Create a stewardship plan that acknowledges them as a distinct segment. Personalize communications and acknowledge their consistency and impact. Stewardship doesn’t need to be flashy — it just needs to be meaningful.

2. Offer Exclusive Access and Financial Education

Mid-level donors are often curious about ways to deepen their impact, especially when they’re given tools to do so. Host small-group briefings or virtual events where donors can hear directly from program staff or leadership. Use those moments to introduce planned giving vehicles, like bequests, in plain, relatable language. These donors want to give smarter, not just more.

3. Present Sophisticated, Flexible Giving Options

Many mid-level donors are asset-rich but cash-conscious. They may own stock or real estate or be thinking about retirement. Giving vehicles like stock gifts or even estate-planning options can appeal to their desire to support your mission while making smart financial decisions. When presented clearly and without pressure, these options can open doors to transformative gifts.

Why Mid-Level Donors Are Critical to Fundraising Success

Mid-level donors represent a critical bridge between your annual fund and major gift pipeline. When stewarded effectively, they give more, give longer and are more likely to include your organization in their estate plans. They are also one of the most resilient donor segments during times of economic uncertainty.

By engaging this group intentionally, you not only strengthen your revenue model today — you help future-proof it for tomorrow. Even small shifts – like a donor briefing or a quick explainer on charitable gift annuities — can spark deeper engagement. Mid-level donors aren’t just a stepping-stone to something bigger. They are something big. It’s time we treated them that way.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.