Mid-Level Magic: How to Conjure Upgrades from your Mass Market Donors
Thursday, July 14th, 2016
2:15 PM - 3:30 PM: Breakout 3
In this case study, Josh Adler will share what he has learned in his first year at The Actors Fund - getting a burgeoning mid-level program up and running. Prior to his arrival, the organization had a robust direct marketing program for mass market donors and a strong major gift program, but mid-level donors were being ignored. Using a truly multi-channel strategy, Josh and his team employed mid-level and major gift best practices to usher donors from the less-than $1,000 levels to $1,000-plus levels. Cultivation and stewardship have played critical roles. Coming from a university setting, where financial resources for luxuries like wealth screenings were plentiful, Josh had to rely on old-fashioned research and intuition to target donors for upgrades. Results have been fantastic, and this case study will have take-aways for organizations of all sizes! Shared will be the strategies for upgrades and the best ways to cultivate and steward donors which have worked for The Actors Fund's wildly successful direct response program, as well as a variety of other nonprofit organizations.
Learning Outcome #1
By attending this session participants will learn:
To create successful upgrade strategies on a small budget.
Learning Outcome #2
By attending this session participants will learn:
To use cultivation and stewardship to help drive upgrades.
Learning Outcome #3
By attending this session participants will learn:
To create synergy between mass market and major gift strategies, so that the valuable mid-level segments are mined for maximum potential.