Wednesday, July 8th, 2015
2:15 PM - 3:30 PM: Breakout 3
Mind the Gap:
Re-imagining Middle Donor Programs To Maximize Money, Commitment and Loyalty
Don't neglect your middle child. In a study of 23 different organizations, Sea Change Strategies found that middle donors (defined as those giving between $1,000 and $10,000 each year) comprised only one percent of donor files, yet generated more than 30 percent of the income from individuals. However, like middle children, middle donor programs are often neglected . Middle donors require more stewardship than a direct marketing-based membership program is often prepared to provide, but they don't generate enough income to warrant close attention from major gifts teams. The end result is lost income and a diminution of the pool of potential major donors and planned givers. Few organizations have made the organizational or intellectual investment necessary to get the most out of this donor group. In this session you will explore multi-channel mid-level programs that are pioneering the way forward including an in-depth case study from the Rainforest Alliance. We will also provide you with practical action steps organizations can take to begin mid-level giving programs or infuse new energy into existing efforts.
Learning Outcome #1
By attending this session participants will learn: Why middle donor programs are crucial to a thriving fundraising program.
Learning Outcome #2
By attending this session participants will learn: How to bridge structural and philosophical gaps between low-dollar membership programs and major gifts programs.
Learning Outcome #3
By attending this session participants will learn: Three ideas for how to "sell" a middle donor program internally.