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Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
Identifying Your "Middle Child Donors"
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Identifying Your "Middle Child Donors"

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This was a quick presentation for the AFP Suncoast chapter luncheon in October 2010. It describes a quick and easy visual aid to create a donor pyramid and find your mid-level donors. Also discusses …

This was a quick presentation for the AFP Suncoast chapter luncheon in October 2010. It describes a quick and easy visual aid to create a donor pyramid and find your mid-level donors. Also discusses matching theory with reality in your approach to fundraising for this group.

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  • 1. Identifying Your “Middle Child” Donors Jennifer J. Filla President Aspire Research Group LLC www.AspireResearchGroup.com 19 October 2010
  • 2. Answers to… <ul><li>What do mid-level donors look like? </li></ul><ul><li>How can I find them? </li></ul><ul><li>Once I find them, what do I do with them? </li></ul>
  • 3. Characteristics of Mid-Level <ul><li>Loyal pattern of giving – give 60% of the time or more </li></ul><ul><li>Over time (5 years or more) giving increasing amounts </li></ul><ul><li>Also affinity … </li></ul><ul><li>Volunteer </li></ul><ul><li>Event attendance </li></ul><ul><li>Consumer/participant </li></ul>
  • 4. Donor Pyramid
  • 5. Your Donor Pyramid Devereux Foundation 2008 Annual Fund Donors
  • 6.  
  • 7. Theory, meet Reality <ul><li>What giving triggers a personal touch in your organization? </li></ul><ul><li>What communications do your donors receive? </li></ul><ul><li>How do you qualify your donors to give at various levels? </li></ul>
  • 8. Finding Your Middle Children <ul><li>Should be able to squeeze some of the $1,000 to $2,500 donors up to the next level </li></ul><ul><li>The $5,000 and $10,000 levels might yield some great major gifts </li></ul>
  • 9. What needs to change? <ul><li>Is your personal touch much higher than the mid-level donors you want to grow? </li></ul><ul><li>Do you target your communications cost for the level of giving? </li></ul><ul><li>Do you ask your mid-level donors for smaller gifts than they are giving? </li></ul><ul><li>How will you qualify mid-level for higher giving? </li></ul>
  • 10. Idea for Qualifying Donors <ul><li>This is prospecting and businesses do it all the time! </li></ul><ul><li>Get an intern with a major in: </li></ul><ul><li>Business and/or marketing </li></ul><ul><li>Statistics or research </li></ul><ul><li>And tell them to keep it simple so YOU can do it again </li></ul>Find this at zillow.com Find this at Google or Pipl.com Name Address House Value House Score Occupation Occ Score Total Score Joy James Naples $3,000,000 3 doctor 2 5               Scoring Legend           House Value >$1m=3 $500k-$1m=2 <$500k=1 Occupation Owner=3 Exec/prof=2 Other=1
  • 11. Some simple strategies <ul><li>Highest rated for wealth plus 1-2 affinity indicators </li></ul><ul><li>Plan a strategy over a year for upgrade </li></ul><ul><li>TRACK IT! Mark the records. </li></ul>
  • 12. In Review… <ul><li>What do mid-level donors look like? </li></ul><ul><li>How can I find them? </li></ul><ul><li>Once I find them, what do I do with them? </li></ul>
  • 13. A copy of this presentation will be available at: www.afpsuncoast.org > Education > Downloads www.AspireResearchGroup.com by Jennifer J. Filla President Aspire Research Group, LLC 727.231.0516 [email_address] www.AspireResearchGroup.com Free Resources Online: Articles, Tip Sheets, Sample Profiles, Presentations, Newsletters, Link Lists Identifying Your “ Middle Child” Donors

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