The Donors to Watch

What you need to know about Mid-Level Donors

 Mid-level donors are kind of like the middle child of fundraising.  They often miss out on the attention they crave, getting lost in the cracks between major donors and low-level annual givers.  However, a number of charities and not-for-profits are starting to recognise the hidden potential in their mid-level donors and put strategies in place to cultivate this underrated donor group.  

 So, what is a mid-level donor?  While the giving level will vary between organisations, a mid-level donor would be someone giving below the threshold of what would be considered a major gift, but more than the average annual giving gift.

Mid-level donors are valued for their major giving potential, but can also be a significant source of donation income in their own right. With the right care and attention, mid-level donors could help you advance faster towards your fundraising goals.

If you think a focus on mid-level donors could be the answer for your organisation, there are several important things you should know.

 They may look like low-level donors – You might need to look carefully to find your mid-level donors.  They may give smaller amounts of money more frequently than the average donors.  They may respond more than once to the same appeal (eg they might respond to direct mail and donate online).

They respond well to flexible and regular giving options – Donating smaller amounts over a period of months or years makes contributing a mid-level gift an easier and more comfortable financial decision for the mid-level donor.

They are typically supporting between three and seven other organisations – You will need to remain conscious of the competition and work to make sure you stand out from the crowd.

They require enhanced stewardshipWhile all donors should be appropriately thanked for their gift, mid-level donors need to feel that you genuinely value their support.  So, as well as a timely and personal thank-you with reporting on the impact of their gift, you should also consider recognising donor milestones, such as: years of giving, giving thresholds, anniversaries of giving, or birthdays.

They may have the potential to become major donors – Many mid-level donors will have the current or future capacity to give a major gift, or be using their time as a mid-level donor to get to know your organisation and its needs.

They require you to do things differently – In order to cultivate mid-level donors, you will need to have projects or programs that they can contribute to at a level they are comfortable to invest.  This may mean re-thinking the way you structure funding and designing more modular projects that provide opportunities to invest at different levels.

If you would like more information about cultivating mid-level donors, please call on 1300 721 799 or email


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