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Tuesday, 14 May 2019 10:48

The Hole in the Middle: Stewarding Your Mid-Level Donors Featured

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Image by Free-Photos from Pixabay Image by Free-Photos from Pixabay

 

Susan donates $500 to your organization.

Nice gift!

So, how do you acknowledge the gift and express gratitude to Susan?

Does your organization recognize Susan as a major donor? Or an average donor?

Susan considers this a "major" gift, the largest she gives to any organization.

Susan is what some might consider a “mid-level donor” – a donor stuck between the average and major donors.

And much of the time, those “mid-level” donors get lost, forgotten and neglected.

Susan and her fellow “mid-level” donors make up a larger percentage of overall regular giving than the average or major donors. And, they tend to give at above-average levels without much cultivation.

But imagine what Susan might be inspired to give with a little attention and gratitude.

If you can get Susan and other mid-level donors like her to renew their gifts, the likelihood of renewing them again goes up an average of 20% to 61%. (Fundraising Effectiveness Project).

How we keep “mid-level” donors like Susan engaged and generous is all about stewardship. They need our help. They need our guidance. They need our sincere gratitude.

The "mid-level" donor needs us to

  • Talk to them and with them
  • Show them how their generosity made a significant impact
  • Communicate with them regularly
  • Express sincere gratitude
  • Treat them as the special individuals they are

If we do these things they will remain lifelong friends of your organization.

Because a good stewardship plan for your “mid-level” donors like Susan pays off in the long run.

Susan and other “mid-level” donors are most likely to become your future major donors, capital donors, and legacy donors.

Let J. Milito & Associates work with your organization to identify your current “mid-level” donors and create a stewardship plan that will result in success for your organization and all your Susan’s!

Read 328 times Last modified on Tuesday, 14 May 2019 11:06