Five Tips for Courting the Mid-level Donor

In its whitepaper Courting the Mid-level Donor, fundraising consultancy Carl Bloom Associates offers these tips for doing just that:

* Study giving history. Although base-level donors often are one-up givers, you might be able to develop some mid-level donors among them by studying giving history for multiyear donors who tend to increase giving amounts. Consider testing a stretch appeal to these individuals with a special offer that emphasizes recognition, as described in the next point.

* Plan your mid-level offers carefully. These donors will want meaningful opportunities to participate in your mission, including invitations to special events, lectures and behind-the-scenes meetings with staff. And they want to feel that they are “insiders” in your organization. They need to feel a connection that a basic donor would not have.

* Be prepared to go the extra mile in your mid-level campaign. Direct-mail appeals should be personalized and should reflect the prestigious standing of this donation level. Telemarketing services should be of the highest caliber, even if that level of performance comes at a higher price.

* These people don’t want to hear about T-shirts and umbrellas. They want to talk about your mission, and why they care about it. Be prepared to give them regular outlets for this, including blogs, e-mail communications access, telephoned thank you’s from key staff members (depending on the gift level), and forums where they can meet like-minded donors.

* Test, test, test! Continually evaluate and refine all of the components of your development and retention offerings and communications.