Mid-Level Giving: What Are You Measuring?
About this time last year, I was excited to talk about the first Mid-Level Benchmarking Summit. I had the privilege of facilitating 16 organizations that came together to talk about the various aspects of mid-level giving—strategies, moves management and much more.
Well, last week, we had our second (officially annual) summit. This year, we had 18 organizations, and, while we focused on all key strategic areas, we paid special attention to the topic of metrics and how to measure success.
A couple of things to know:
- Some organizations have developed interactive dashboards to track this data.
- Some organizations are using reports directly out of their databases for performance measurement.
- Every organization agreed that the below metrics were critical to tracking a mid-level giving program, the donors and the impact on other fundraising areas.
Critical Metrics for Mid-Level Giving
- Annual number of mid-level donors
- Retention of mid-level donors (first year and multi-year)
- Annual worth for a mid-level donor
Annual upgrade/downgrade metrics
- The number and annual value of donors moving up into the mid-level giving program from the core program (lower than mid-level giving level)
- The number and annual value of donors moving up into the major giving program from the mid-level giving program
- The number and annual value of donors moving down from the major giving program into the mid-level giving program
- The number and annual value of donors moving down from the mid-level giving program into the core program
- If the mid-level giving program has levels within it: The number and annual value of donors moving up within the mid-level giving program levels
- If the mid-level giving program has levels within it: The number and annual value of donors moving down within the mid-level giving program levels
- Annual gross and net revenue from mid-level donors
- CP$R for the mid-level giving program
- The number of major gifts closed (and the value of those gifts) from mid-level donors who moved up to major giving
- The number of planned giving commitments (and the value of those commitments) coming from the mid-level giving segment
- Return on investment trajectory over two to four years
Normally at this point in the blog I would say, “Now go look at your own mid-level giving reports and see how you stand”—but I’m betting most organizations are missing some of these metrics.
There is a lot here. If you are tracking at least 50 percent of these, you are headed in the right direction for sure. If you are missing most of these metrics and if mid-level giving is a priority, I highly recommend the tracking elements become a priority as well.
The 18 organizations that were present at the summit this year have a lot of great things happening, and those great things absolutely don’t happen without solid tracking and performance management.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.