Guess who is also back? Mid-level donors. In fact, they never really left. We just sort of stopped asking for gifts from folks who make personal gifts between $1,000 and $5,000.
But the pandemic shifted fundraising methods and targets. According to Sea Change Strategies, several major national nonprofits re-engaged with mid-level donors and found huge retention rates in both the first year and for several years afterward.
Besides greater retention, mid-level donors are now much easier to solicit and engage ONLINE. That’s a big shift for many donors who average more than $1,000 per gift.
But most mid-level donors still like old-fashioned solicitations. For example, they still like:
- Personal engagement
- Individualized emails
- Telephone calls
- Handwritten notes.
If you need help thinking through how you might develop a mid-level donor campaign, talk to one of AP’s senior advisors. Call Gail (firstname.lastname@example.org) to arrange a time.
RELATED – A LITTLE MORE THAN MID-LEVEL DONORS
A study of high net wealth philanthropy says REALLY rich millionaires give a larger % of their income to charity than anyone. BUT the study also reports that:
People who have an income between $200,000 and $500,000 proportionally give more than people with greater income — ranging between $500,000 and $2 million.
People with annual income of less than $200,000 but with liquid assets of more than $1 million give more than either of the $200,000+ donor groups.
BY THE WAY…
According to several small family foundation owners/staff people, attractive, handwritten postcards are still one of the most effective ways to be remembered.