Bridge the Giving Gap

As many organizations look toward creating more donor-centered and mission-oriented experiences for more committed supporters, there are three areas of focus that are key to building successful mid-level giving programs.

Appropriate audience selection
Using some variety of RFM to select donors for direct-response efforts is a proven technique for donor segmentation. But for mid-level donors, organizations might need to dig a bit deeper into their donor pool to determine who is best suited for these efforts. Truly understanding the nature of your donor file is important. Organizations should look at their sources of donors and the offers that bring them in. Are they members or donors? Are they motivated initially by disasters or other episodic factors? What demographic or psychographic information is available?