There are hundreds of donors primed to be upgraded that are currently buried at the bottom of your donor pyramid. They don’t belong there. They belong in the middle of the pyramid—and someday, the top.
Here are three easy steps to upgrading low-level donors into mid-level donors, and mid-level donors into major gift donors:
Step 1: Identify prospects
Start by looking at your general fund donors. Many donors have not given at the mid-level yet simply because they have not been asked. Leverage data to identify donors who might be ready to move into the mid-level range. Look for donors who have given the same amount consistently year after year.
Step 2: Craft a compelling message
Prospective mid-level donors need to hear a compelling message crafted just for them. They need to know why their gift is important, and how a larger gift will make even more of an impact. Optimize your “case for support” and prepare development officers for personal interactions.
Step 3: Cultivate the next generation of major givers through mid-level stewardship.
The best way to cultivate the major donors that are going to support your organization over the next 50 years is to develop a plan for further upgrading current mid-level donors who are giving to your organization today. It’s not about just finding wealthy strangers who can generate a one-time windfall for your organization.
To secure commitments today and develop the pipeline for future major donors, train your development officers to make personalized, face-to-face visits with prospects who have a high likelihood of giving, and securing multi-year giving commitments.
Mid-level donors often get sandwiched between the general masses who contribute annual support and top donors who give major gifts. Too often these donors suffer from benign neglect. Not reaching potential mid-level donors is a grossly wasted opportunity, because they can become the major gift donors of tomorrow.
What are you doing today to have an impact on the financial health of your organization tomorrow?
Proper donor data management is tough, but it doesn’t have to be impossible. That’s why we’ve created a new eBook: Data That Changes The World – Your Guide to Building, Maintaining & Leveraging an Effective Nonprofit Database.