https://bloomerang.co/resources/webinars/ Andrew Olsen, CFRE will distill what makes Mid-level donors and giving unique, and how successful organizations are maximizing giving from Mid-level supporters.

1. Maximizing Mid-level Giving
August 2019

2. What’s a Mid-level Donor
and How Are They Unique?

3. It depends!
3
• Single gift threshold of $500, $1,000, etc.
• Cumulative annual giving of $500, $1,000, etc.
• Capacity / wealth rated
• Rapid upgraders

4. What makes Mid-level donors unique?
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• Two types of donors. 1) Those who are stretching, and 2) Those who are preparing to
springboard
• Typically give fewer, larger gifts per year rather than many smaller gifts (but not always)
• Investor mentality
• Like to fund specific projects and programs (not just funding more of the same)
• Want more information about programs, outcomes, and how their gifts are changing the world.
• Aren’t looking to get their name on a building, and often won’t be interested in meeting you for
coffee – but they do want more personal, meaningful engagement and recognition for their
giving

5. What’s the Value of Mid-
level Giving Programs?

6. Why invest in a Mid-level program?
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7% Growth and 22% Increase:
A national environmental
organization experienced 7%
YOY revenue growth in middle
donors by soliciting six times
per year while the number of
middle donors remained the
same. Average gift grew 22%.
43% Increase: By being more
aggressive in mid-level
recruitment requests, a
conservation organization
increased the number of new
mid-level donors by 43% in
one year.
24% and 30% improvements:
A national animal organization
experienced 24% increase in
the number of mid-level
donors and a 30%
improvement in revenue after
dedicating staff and resources
for a more robust and
personalized experience.
27% Increase: By integrating
mid-level campaigns into their
communication stream one
social service organization
increased YOY net revenue
from mid-level donors by 27%.

7. Middle Donor Program Goals
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• Provide more engaged and generous donors with a consistent and compelling
series of communications.
• Make a case for upgraded giving in the near term, and a significant investment
over the long-term.
• Maximize relationship with donors who are “stretching” to reach Mid-level, and
provide a qualification pool for donors who may eventually elevate to Major gift
levels.
• Increase personalization, recognition, and sophistication of contacts.

8. Successful outcomes for Mid-level programs
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• More donors moving up into major gifts each year
• Growth in the number of mid-level donors
• Increased annual revenue per donor
• Higher average gifts
• Increased retention
• Deeper connection with donors

9. How Are Successful Mid-
level Giving Programs
Different?

10. What do successful nonprofits do differently with Mid-level?
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• Leadership supports with time and investment
• Someone in the organization is personally responsible for the success of the program
• Strong collaboration between annual giving and major gifts
• Established business rules to speed decision-making and reduce confusion
• Investment in a unique experience for donors
• Focus on long-term revenue growth and total assets under management instead of
current year and/or specific appeal results

11. What are the biggest mistakes in Mid-level fundraising?
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• Moving Mid-level donors from annual giving directly into major gift portfolios
• Suppressing Mid-level donors from direct response program
• Not investing in the relational aspects of a Mid-level program
• Keeping Mid-level donors in a standard annual giving communication stream
• Measuring success based on monthly appeal results instead of annual per
donor metrics

12. 12

13. A Branded Giving Society
A branded giving level or group can help communicate to these
donors that you appreciate them, and recognize their leadership
in giving.
Cultivation
Cultivation is critical for middle donors. They are highly invested
in your cause, and want more information on how their
investment is being put to use. Stewardship through newsletters,
impact reports, donor surveys and feedback loops, and other
communications increase their loyalty.
8 Keys to Mid-level Success
A Compelling Case for Support (Offers)
Appeal to donors with a more in-depth grasp of the issues and
challenges your organization confronts along with messaging that
inspires donors’ passion.
Elevated Direct Response Techniques
Techniques that break through the clutter with high production
values, a look of importance, and a human touch (i.e., real
handwriting, paperclipped business cards, etc.).
Data Modelling & Segmentation
List segmentation through detailed behavioral modeling is a vital
components to successfully finding the people who have both the
capacity and affinity to respond.
Reduced Schedule
Middle donors tend to intentional about their giving. Therefore,
middle donors can receive fewer touches with more in-depth
content.
Personal Touch
Handwritten thank you notes, thank you and engagement phone
calls, tele-townhalls, personalized video (Bom Bom, ViewSpark),
special Mid-level networking and volunteer opportunities.
Upgrade Packages
Higher quality paper stocks, closed-face envelopes, larger
packages, 3-dimensional mailings, First Class postage, etc.
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14. What Does an Optimized
Mid-level Giving Program
Look Like?

15. What does an optimized Mid-level program look like?
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• Dedicated staff
• Branded program
• More sophisticated and in-depth content
• 4 – 6 high-touch, highly personalized direct mail appeals (varies by org)
• 2 annual upgrade campaigns for existing Mid-level donors
• 2 annual recruitment campaigns for potential Mid-level donors
• Quarterly phone engagement
• Newsletters (ideally w/Mid-level versioning and special treatments)
• Impact reports
• Handwritten thank you notes
• Personalized thank you / engagement videos (ViewSpark, Bom Bom, etc.)
• Tele-townhalls or group calls on Zoom or similar platform
• Special volunteer opportunities
• “Insider” email stream

16. Mid-level Clubs: Worthwhile,
or a Waste?

17. Mid-level Clubs
45% Revenue Contribution: Mid-level
club participants now account for 45%
of all individual annual giving to the
organization.
$3.7 Million Annually: A regional
hunger relief organization launched a
Mid-level club program three years
ago. The program has grown to
deliver $3.7 million in annual
revenue.
Ongoing Growth: This program
continues to experience year-over-
year growth in active members,
driving annual revenue increases.

18. Developing Mid-level Offers

19. Offer development pathway
Identifying
Issues
What do
we want to
change?
1
Community
Need
What’s
missing to
make
things
right?
2
Your
Program or
Initiatives
We think we
can make
an impact.
3
Organizational purpose & programs

20. Your offer should answer these questions
1. What’s the urgent problem we’re trying to solve?
2. What is our proposed solution, and why is it unique in the market?
3. What will our proposed solution cost?
4. What has been raised towards this goal and what is still left to raise?
5. What are some examples of components of our solution, and how
much does each component cost?
6. What will the donor accomplish with her gift to this effort?
7. Why is your organization best qualified to solve this problem?
8. What’s the risk of not acting?

21. Offers
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Regular Donors:
• Your gift of $27 today will provide 10 meals for hungry, homeless men, women
and children at XYZ Organization.
Mid-level Donors:
• Your investment of $1,250 today in XYZ Program will help put a person
experiencing homelessness back on a path to life restoration by supporting
affordable transitional housing, recovery from substance abuse, one-on-one
support, job skills training, and more.

22. Offer customization Results
• 15% Response Rate
• $279 Average Gift
• 11.7 ROI

23. https://mailchi.mp/andrewolsen.net/fundraisingoffers
Get my Fundraising Offer
Development Worksheet today:

24. How is Mid-level Creative
Unique?

25. Handwritten Personalized appeal
True handwriting or Autopen technology

26. Handwritten notes and customized fonts

27. Integrated messaging

28. Proposal to increase support

29. Proposal to increase support

30. High-value Appeal

31. Upgrade campaign

32. Sharing impact

33. Acknowledgement and cultivation

34. Questions?

35. Thank you!
© 2018 Newport One. All rights reserved. Confidential information.
Andrew Olsen, CFRE
Senior Vice President
Mobile: 612.201.1967
Email: aolsen@newportone.com
Web: andrewolsen.net