Why engaging with mid-level donors matters

In the world of advancement, every donor matters. From major gifts that fund cornerstone campaigns to grassroots donations that involve your wider campus community, each donor plays a role in advancing an organization’s mission. However, it’s easy to overlook a vital segment of your supporter base: the mid-level donor. This donor group consists of your institution’s most loyal, reliable, and core members, bridging the gap between small and major gifts.

Over the years working with different sizes of colleges and universities, I’ve learned a lot about the impact mid-level donors can have on an advancement program. In this blog, I’ll explore why and share some ideas on how to spark their engagement.

Who are mid-level donors?

While it varies per institution, mid-level donors are individuals who consistently donate more than lower-level annual donors (ex. gifts below $1-1.5k) but less than major gift donors (typically gifts above $25k). These donors typically don’t make it into the portfolios of your major or principal gift officers due to the size of their gifts. But despite often receiving little recognition or direct stewardship, they are some of your most loyal supporters. Understanding what makes them unique is crucial for building more meaningful connections and driving the success of your program.

• Mid-level donors often fall within the middle-aged demographic, ranging from late thirties to early sixties, though there can be variations based on the institution and its donor base.
• A significant portion of mid-level donors have attained post-graduate degrees, indicating a higher level of education and potentially higher income levels. According to Edge Research’s The Missing Middle Report, 46% percent of midlevel donors reported a net worth of more than $1 million.
• Mid-level donors are often diverse in gender, but there may be a slight skew towards female-identifying, who tend to be more engaged in philanthropic and volunteer opportunities.
• Many mid-level donors have been supporting an institution for a decade or more, showing a deeper and enduring commitment.

Why are they important?

You might wonder, with staff dedicated to major givers and programs tailored for grassroots supporters, why bother with mid-level donors? Here’s why focusing on this group is crucial:

1. They’ve shown consistent support to your institution.
   Mid-level donors provide a steady stream of support and have demonstrated their commitment to your institution through consistent donations year over year. Their ongoing giving ensures a more stable revenue source for your institution.
2. They have room to grow their contributions.
   While mid-level donors may start with smaller gifts, they have the potential for significant growth. By nurturing these relationships and investing in stewardship efforts, you can guide them toward larger donations and deeper engagement. This is especially important for institutions aiming to build a pipeline of major donors.
3. You can broaden their engagement.
   Mid-level donors often express interest in volunteer opportunities. When designing an engagement strategy, think through meaningful ways for them to get involved beyond giving money. The more they engage with your institution, the more likely they are to continue donating to it.
4. They remain steadfast in uncertain times.
   Mid-level donors tend to maintain their support even during economic downturns. Unlike major donors, whose giving may be more affected by market fluctuations, mid-level donors’ consistent giving provides stability during challenging periods.

How to engage them

Now that you understand why mid-level donors are that sweet spot for an advancement program, what are the best ways to reach and engage them? EAB’s Advancement Marketing Services has a team of experts who understand the ins and outs of this audience and I talked with a few of my colleagues to share some of their best insights around mid-level donor engagement:

• Get to know their passions and personalize communications Find out if they support the arts, a specific college/school, initiative, or faculty research. Also, learn when they began giving and how they were introduced to the institution. This helps you tailor communications to their preferences and deepen their connection to your institution. This is when clean data is important – read how to make your data strategy stronger.
• Avoid using “mid-level” when communicating with donors. This is an internal term that should just be used to help keep your team’s engagement strategies organized. Instead, focus on expressing appreciation for their generous support and commitment to your institution.
• If you have the capacity, assign dedicated staff to this group of donors. Ideally, this position is part of your major gifts team.
• Mid-level donors tend to give more per gift than average donors. So, I recommend making fundraising requests to them less frequently. Generally, sending around two to eight solicitations yearly is sufficient to keep this group engaged.
• Stewardship is key in a mid-level giving program. Show appreciation with handwritten thank-you notes or personalized emails for each gift received, demonstrating your institution’s gratitude for their support.

Focus efforts around mid-level donors

Mid-level donors are a crucial part of your donor community. They are steady supporters who have the potential to grow into major contributors. With their diverse interests, proven commitment, and resiliency, they offer unique opportunities that can strengthen your institution. By creating a mid-level giving program, you’re not just bringing in more revenue but also nurturing relationships for a stronger foundation for your institution’s future.