Bridge the Giving Gap

Increased competition and changing expectations from donors require fundraisers to work harder at creating a deeper, more cohesive relationship for donors, particularly those who have raised their hands to indicate a great capacity or propensity to support our causes. Mid-level programs are an important element in a smooth donor transition from smaller gifts to larger commitment. Mid-level giving allows us to bring the best of both worlds to bear in crafting strategies for this emerging donor group. Mid-level donors are those donors who bridge the gap between the often divergent worlds of direct response and major gifts. These donors are ready to make a deeper commitment to their cause and need to move beyond traditional direct-response vehicles as a mechanism for support. However, they are not quite ready for — nor do they yet require — the intense, one-on-one relationship and staff resources that major-gifts cultivation offers.