http://bloomerang.co/resources/webinars/ Maeve Strathy will explain where mid-level fundraising has been, and where it’s headed. Who ARE mid-level donors? How do we inspire & engage them in our fundraising efforts? What organizations are doing mid-level right? And what seven things can you do tomorrow to move your mid-level program forward?

1. Turn 'Em On -­‐-­‐
Build Your Mid-­‐Level
Giving Program
5/19/16
1pm Eastern
The presentation will begin shortly.

2. 3
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Before we get started »

3. 3
https://bloomerang.co/demo/video

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Our guest presenter »
Maeve Strathy
@fundraisermaeve
Fundraising Strategist
with Blakely
Mid-­‐level giving at
Wilfrid Laurier University
Young alumni giving program at
Trinity College School

5. TURN ‘EM ON:
BUILD YOUR MID-LEVEL GIVING PROGRAM

6. @FUNDRAISERMAEVE
#DONORLOVE

7. PART 1: YESTERDAY & TODAY
• Where were we 10 years ago?
• Where are we today?
• What is the potential?
• What are we doing wrong?
PART 2: TOMORROW
• Who are mid-level donors?
• #DonorLove
• The Ask Triangle
• Personal solicitation
• Direct response marketing
• Case studies
• What can we do tomorrow?
CONTENTS

8. PART 1:
YESTERDAY & TODAY

9. WE SOUND LIKE A BROKEN RECORD…
WE’RE STILL HAVING THE SAME CONVERSATIONS THAT WE WERE HAVING 10 YEARS AGO

10. THE MOMENT YOU
REALIZE YOU’RE THE
MIDDLE CHILD…

11. It’s 10 years later… and our files still
haven’t grown.
WHAT IS
THE PROBLEM?
MID-LEVEL DONORS HAVE
LIVED OFF THE SIDE OF OUR
DESKS FOR YEARS…

12. YOU ARE LOSING MONEY!

13. 0
20000
40000
60000
80000
100000
120000
Normal USPACE
INCOME UP
SPRING APPEAL
YEAR 1
FEEDBACK APPEAL
YEAR 2

14. VALUE OF DONATIONS CLAIMED BY TAX FILERS
Trends in Individual Donations: 1984-2010. Imagine Canada

15. WHAT ARE WE
DOING WRONG?
WE ARE NOT ASKING ENOUGH OF OUR
MID-LEVEL DONORS
WE ARE NOT ASKING OFTEN ENOUGH
WE ARE NOT ASKING FOR ENOUGH MONEY
WE ARE NOT GIVING THEM A BIG ENOUGH
OPPORTUNITY TO ENGAGE WITH US

16. IN PRACTICE
• A drop in attrition of 37%
• A renewal rate of 95% each year.
• Over 75% of those who pledged
more than £500 gave more than
their pledge.
• Over 25% of these people increased
their gift by at least 20%.
A PLEDGE PROGRAMME TO
MID-LEVEL DONORS OF A MAJOR
UK CHARITY RESULTED IN…

18. PART 2:
TOMORROW

19. WHO ARE
MID-LEVEL DONORS?

20. Wealth Indicators
• Responses to prompts
• Multi-channel giving
Level of Engagement
• Attending events
• Volunteering
• RSVP’ing for an event
• Multiple pieces of contact info
• Updating mailing address
• Complaining
MID-LEVEL DONOR
BEHAVIOUR
WHAT DO WE KNOW ABOUT THEM?

21. THE FIELD OF DREAMS MYTH…

22. “You can call me he.
You can call me she.
You can call me Regis and
Kathie Lee; I don’t care!
Just as long as you call me.”
- RuPaul Charles

23. #DONORLOVE

24. WHAT ARE WE MISSING?
A hybrid approach between direct mail
and personal solicitation!
WHAT DO OUR CURRENT PROGRAMS NEED
TO MAKE THEM MORE SUCCESSFUL ?

25. WHAT TO
ASK FOR
WHO IS
ASKED?
WHO
ASKS?
THE ASK
TRIANGLE
Feature work that
people want to fund
Interested, connected
and able to fund at
a high value
People are more likely to
give to someone they know
or respect

26. PERSONAL SOLICITATION
DISCOVERY
CALL
BOOKING
THE MEETING
PREPARATION THE MEETING THE OFFER THE ASK STEWARDSHIP

27. SHAMELESS PLUG…

28. DIRECT RESPONSE MARKETING

29. Mark Phillips

30. INFORMATION LEADS
TO ENGAGEMENT
RAISED OVER $1,700,000 IN THE FIRST TWO MONTHS

33. CONTENT
THE 5 KEY ELEMENTS
THE NECESSITIES TO A SUCCESSFUL MID-LEVEL GIVING PROGRAM
PROBLEM & SOLUTION MAKE THEM FEEL SPECIAL IMPACTPERSONALIZATION

34. CASE STUDIES
BC Children’s Hospital Foundation
Toronto General & Western Hospital Foundation
Ontario SPCA

35. • Meeting donor needs
• No assumptions
• Reduced solicitation schedule
• Increased stewardship touch points
• Listen to your donors
• Meet donors where they are
BC CHILDREN’S
HOSPITAL FOUNDATION

36. TORONTO GENERAL
& WESTERN HOSPITAL
FOUNDATION
• Organizational awareness
• Sustainability
• Huge revenue potential
• Disengaged mid-level donors
• Low renewal rates
• No growth in the file
• Dedicated staff person

37. • New opportunities for engagement
• Special touch
• Flipping the Giving Pyramid on its head
• Response rate: 25%
• Creativity and a personal touch
ONTARIO SPCA

38. TURN ‘EM ON:
BUILD YOUR MID-LEVEL GIVING PROGRAM

39. WHAT CAN YOU DO TOMORROW?
IF YOU ARE WANTING TO MAKE STRIDES WITH A MID-LEVEL PROGRAM,
CONSIDER THESE 7 KEY POINTS:
1. Look at your donors and revenue by gift level
2. Call 15 donors and find out their wants and needs
3. Think about a dedicated staff member for mid-level
4. Look at you next appeal and consider The Ask Triangle
5. Meet with colleagues and unearth mid-level giving opportunities
6. Look at your next appeal – how can you enhance the content?
7. Have fun!

41. Questions?

42. https://bloomerang.co/resources
•Nonprofit Wrap-­‐Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadables

43. Our next free webinar »
Nonprofit Turn-Arounds: The Road to Recovery
When Your Organization Is in the Red
Thursday, May 26th – 1:00pm Eastern
Rebecca Davis, PhD, CFRE
https://bloomerang.co/resources/webinars