Bridge the Giving Gap

Understanding who is on your file and why they joined you and continue to provide support will help you to move beyond RFM to select those donors best suited for the special efforts of a mid-level program.

Donors who are primed for the mid-level program can include those with higher previous contributions, very high cumulative giving amounts or wealth-indicator scores, or those who are a part of the monthly giving program and also give additional gifts above and beyond their monthly donations. Remember that mid-level donors can look very different in each organization, so it’s important to test a group’s performance within the mid-level program and also to continually measure and evaluate the types of donors included in your mid-level giving program.