| Nora Millwood
VP, Account Services
Many nonprofits (yours included?) are looking to enhance their mid-level programs, and for good reason. With flat or declining program investments and fewer new donors, focusing on your mid-level is a critical way to increase revenue without a great deal of added expense.
But how do you ensure you’re developing a strong pipeline of Mid-Level donors who are committed to supporting your mission, upgrading their giving over time and, eventually, giving a Major Gift?
At THD, we believe a two-way conversation is central: Talking to Mid-Level donors so they will listen… and listening to Mid-Level donors so they will talk. You may have caught the recent DMANF DC Conference session with Beth Fitch from Mercy Corps and two of my colleagues, Jess Hutchins and Sherri Mayer, on this topic but it’s so important that I wanted to touch on it again.
Mid-Level donors often increase their value to you naturally because of their higher income levels, affinity to your mission and the good work you do. Because of this, too many organizations dismiss the need for greater attention on this audience. But we have seen through work with our clients that developing a strong and well-defined outreach program can actually lead to significant upgrading and improved retention. Increased loyalty? More revenue? Yes and Yes!
From experience we know Mid-Level donors are unique, and we must be sure to treat them that way. They tend to be highly educated, informed about the organizations that they support and intent on investing their dollars wisely. They have a hunger for information and a desire to make an impact on the world. So how must we treat them in order to maximize their value to your program?
We have found there are four “Must-Do’s” in order to ensure a strong Mid-Level program:
#1 – Encourage a CULTURE OF PHILANTHROPY – Organizations who are most successful in building a strong Mid-Level program understand the importance of this audience and are committed to donor cultivation. They recognize and appreciate the value of a donor, particularly a high value one.
#2 – Create DIALOGUE – Asking a donor questions and really listening to their feedback is critical. You can learn so much from what a donor says, both positive and negative. It will help inform your contact strategy, creative and messaging and drive increased donor value and loyalty. As an example, THD Ambassadors develop relationships with donors through phone, email and handwritten notes. They serve as a representative of your organization to answer questions, provide support for issues and educate donors on the impact their giving has had and will continue to have on the mission.
#3 – Always show IMPACT – Mid-Level donors care about efficiency and impact. They want to know their donation is being put to good use and that they’ve made a sound investment. So it’s critical to focus on these key messaging points in every solicitation and cultivation effort.
#4 – Make a long-term COMMITMENT – A strong Mid-Level program won’t be grown overnight. Your organization has to be committed to investing time and money to develop this pipeline of Mid-Level donors. And over time, the rewards will be great in the form of even more Major Gifts.
If you’d like to go deeper with this important subject or have other experiences to share, just let us know. Similarly, be sure to get in touch if there are subjects you’d like to see in future issues of Straight Talk.