Create Compelling Mid-Level Giving Opportunities

Use this tool to accelerate mid-level donor stewardship and move them up the pipeline by creating compelling fundraising products.

Use this tool to accelerate mid-level donors up the pipeline by creating compelling fundraising products.

"It’s no longer enough for younger donors to be one of five hundred people to give to a crowdfunding project…Donors want to feel like what they gave to wouldn’t have been possible were it not for their gift, that they and they alone were responsible."

Advancement Forum partner

Accelerating mid-level donors up the pipeline is challenging because donors, even at the lower levels of the giving pyramid, see themselves as investors looking for the tangible impact of their gift.

To move mid-level donors up the pipeline, institutions should create and merchandise fundraising products. Fundraising products are distinct giving opportunities with a specific price point, clear impact, and tangible stewardship.

Use the template to create fundraising products for your institution’s most pressing needs and centralize the final list of fundraising products. Providing donors with choices on what fundraising product their dollars purchase helps make mid-level supporters feel ownership over their giving in a similar way to major giving but at a lower dollar amount.

How to use the tool for mid-level giving opportunities  

Grouping institutional priorities into fundraising products gives donors a sense of ownership and choice over their giving at the mid-level gift range.

Circulate the template

Share with fundraising leaders and gift officers to gather information on where donors’ dollars can have the greatest impact.

Compile a digital website

Create a digital website or brochure of giving opportunities. Check that the opportunities include detailed impact statement,…