--- title: Developing a mid-level donor program description: One of the hottest topics in fundraising today is developing mid-level donors. There are several reasons behind the rush to grow this valuable donor group. image: https://blog.rkdgroup.com/hubfs/07_Doodle_focus-1.jpeg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Donor Retention](https://blog.rkdgroup.com/topic/donor-retention) [Mid-Major Donors](https://blog.rkdgroup.com/topic/mid-major-donors) # Developing a mid-level donor program By [Max Bunch](https://blog.rkdgroup.com/author/max-bunch) Many nonprofits have either neglected or mismanaged their [mid-level donors](https://blog.rkdgroup.com/mid-level-donors-the-key-to-your-fundraising-future/). In addition, [research tells us](https://www.nextafter.com/mid-level-donor-crisis/) that it is easier for major donors to naturally migrate out of direct response files than to encourage mid-level giving. Developing a mid-level donor program is hard work and hence, for many, it has been avoided. Today, however, with the number of [direct response](https://rkdgroup.com/services/) donors shrinking, focusing on mid-level donors has become a necessity. And while the upside of a vibrant mid-level program is attractive, there are also many pitfalls to jumping into this development process unprepared. In the coming paragraphs, I hope to outline a prudent process of developing a mid-level donor program that minimizes your chances of failure and maximizes your chances of building a program that is properly tailored to your donor base. ![Mid-level Data](https://blog.rkdgroup.com/hs-fs/hubfs/01_Doodle_Data.jpeg?width=269&height=269&name=01_Doodle_Data.jpeg) ## Data leads the discussion We believe that every nonprofit donor base is different. Yes, there are similarities and best practices that drive much of our thinking. But the specific strategies we recommend are driven first by the historical giving data available, combined with the unique goals of each nonprofit. For this reason, the first step in developing a vibrant mid-level donor program is understanding the unique historical giving profiles of your current donors. The definition of a mid-level donor will vary by nonprofit, and believe it or not, your data will tell you where the most potential is located. #### Don’t arbitrarily set a level for mid-level giving. For some, the bar may be $1,000 in annual giving. For others it might be as high as $3,000 or as low as $500. But the data will indicate where this optimal transition giving level is located. Can it change over time? Of course. Can you develop aspirational goals to raise this level? Absolutely! But go in with your eyes open as to what is immediately possible and what is reasonably achievable over time. ![mid-major donor confusion](https://blog.rkdgroup.com/hs-fs/hubfs/02_Doodle_graphs.jpeg?width=545&height=183&name=02_Doodle_graphs.jpeg) ## Beware of mid and major donor confusion The initial gifts of mid and major donors are often similar, but RKD giving data research bears out two distinct differences. **![major donor](https://blog.rkdgroup.com/hs-fs/hubfs/03_Doodle_Major%20Donor.jpeg?width=150&height=150&name=03_Doodle_Major%20Donor.jpeg)1. Major donors** who are properly cultivated, migrate up from community giving quickly, usually within the first 18 months. Yes, there are some exceptions to this rule, specifically some major donors will take years to give a large gift but this is more an indication of the development program and familiarity with the cause, not the donor. Major donors typically give larger gifts less frequently. They also require personal attention, special recognition, phone calls and face-to-face communication. **![mid-level donor](https://blog.rkdgroup.com/hs-fs/hubfs/04_Doodle_Person.jpeg?width=150&height=150&name=04_Doodle_Person.jpeg)2. Mid-level donors** settle in to a giving level over time, renew at extremely high levels and may increase their giving by additional gifts rather than increased gift size. They desire regular communication, often from multiple channels, but shy away from personal face-to-face contact. After 24 months, rarely do mid-level donors become major donors, but seldom do they lapse. Given the above facts, it is imperative to do donor research early on to determine the correct path for those donors with significant upgrade potential. Research can triage donors into four primary upgrade categories: - **![05_Doodle_Pyramid](https://blog.rkdgroup.com/hs-fs/hubfs/05_Doodle_Pyramid.jpeg?width=215&height=215&name=05_Doodle_Pyramid.jpeg)Sustainers** – monthly supporters - **Mid-level donors** – donors giving $500 to $20,000 depending on the program - **Major donors** – donors giving $10,000 to $100,000 or more depending on the program - **Planned giving candidates **– donors who include the cause in their will or trust At RKD, we look at three primary factors to determine the upgrade potential of these groups: - **![3 factors for donor upgrades](https://blog.rkdgroup.com/hs-fs/hubfs/06_Doodle_three.jpeg?width=156&height=156&name=06_Doodle_three.jpeg)Behavior** – giving to your cause and others - **Propensity** – RKD proprietary giving algorithm to determine likelihood of upgrading - **Capacity** – market research on financial power usually indicated by net worth of $1 million or more These three primary factors, along with 2,000 additional individual attributes, determine which upgrade category is best suited for the donor. Once targeted, the donor will fall into a communication strategy designed to optimize their long-term giving. For the sake of this article, we will expound on mid-level giving only, but make note, each of the four upgrade categories require a disciplined communication plan and development track to optimize their potential. ![mid-level plan](https://blog.rkdgroup.com/hs-fs/hubfs/07_Doodle_focus.jpeg?width=285&height=285&name=07_Doodle_focus.jpeg) ## Develop a plan that fits your cause When it comes to mid-level donor programs, there is no one definitive type of program that ensures success. Success can be achieved via a variety of methods, but one axiom rings true throughout: be disciplined and consistent over time. #### Pick a plan and stick to it. Of course, test to ensure success and modify accordingly, but don’t jump in and out of the process. Half the battle of being able to judge success is having reliable data. A consistent program will afford you the baseline numbers over time that will make reliable analysis possible. Also, don’t expect an immediate exponential return on investment. Year-over-year progress will be evident, but exponential growth takes time. Fortunately, thoughtful analytics and disciplined review can minimize your risk and maximize your return over the first three years. With that said, RKD has developed successful mid-level giving programs that set a standard in form and style. Again, it is important to note here that “one size fits all” is not a way to approach this opportunity. The unique drivers of the program are: **Program goals** – Some mid-level giving programs are specifically designed to increase renewal. Due to the cause and offer, data research may indicate this program could start earlier in the giving process, focusing on cumulative giving above $500. Other programs can easily lift this number to $2,000, $3,000 or $5,000. Remember, advanced analytics combined with your program goals will lead the way. Metrics for success – Understanding how to properly measure mid-level giving success is often misunderstood. Many fundraisers think with a direct response mindset, so they structure their metrics in that fashion—Did this call/text/email generate a response or a gift? But mid-level giving is different. It’s more personal. It’s more human. Here the focus is on quality output and stewardship. Reset your expectations and focus on measuring consistent execution of the plan.  **![channel mix](https://blog.rkdgroup.com/hs-fs/hubfs/08_Doodle_focus.jpeg?width=212&height=212&name=08_Doodle_focus.jpeg)Channel mix of acquired donors** – Digital cultivation will play a pivotal role in all mid-level giving programs. Industry best practices show digitally acquired donors are your best and easiest donors to convert to monthly sustainers. But the high average gift of digital donors also makes them excellent candidates for mid-level giving. At RKD we recognize that a companion email to a direct mail campaign is the tip of the iceberg in digitally optimizing a mid-level program (or a mass donor program). Search engine marketing, digital media, Google grants, social marketing and site optimization are essential to any vibrant digital giving program. **Size** – Some smaller programs may be forced into a more Spartan mid-level giving program because of the limited number of donors who will fall into this giving target. **![mid-level benefits](https://blog.rkdgroup.com/hs-fs/hubfs/09_Doodle_focus.jpeg?width=182&height=182&name=09_Doodle_focus.jpeg)Benefits **– Many causes have built in benefits that provide natural steps to mid-level giving. You’ll see this often in membership programs that offer passes, site visits and access to special events. For less member-oriented programs, the benefits can include increased access to insider information, the latest news about research, invitations to WebExes and tele-town hall meetings or special recognition in publications. When it comes to mid-level giving, you use what’s available to you or you manufacture it in an emotionally gratifying way to the donor. **Desired flexibility **– Some nonprofits, due to a variety of factors above, may desire increased flexibility in moving donors in and out of the mid-level giving group. Pragmatically speaking, dedicating budget and energy to the program at this time is just not a priority. Still, even in these situations, a mid-level program can be designed purely off data, variable copy and increased package quality. **![mid-level program cost](https://blog.rkdgroup.com/hs-fs/hubfs/10_Doodle_focus.jpeg?width=168&height=168&name=10_Doodle_focus.jpeg)Cost** – Regardless of the program you choose to develop, it’s going to cost money. The return on investment and increased revenue far outweigh the cost or it wouldn’t even be recommended. Still, some nonprofits have to make mid-level giving a second or third priority behind other development goals. The end result is that some mid-level giving programs have a special name, branded materials, giving levels and benefits. Other programs may be as simple as more expensive packaging, a slightly lighter mail schedule, increased postage or special copy. At the end of the day, however, following these guidelines will help develop a mid-level giving program tailored to fit your specific cause and donor profile. ## Additional Resources - [Ebook: The ultimate guide to mid-level donors](https://info.rkdgroup.com/the-ultimate-guide-to-mid-level-donors) - [Mid-level donors: The key to your fundraising future](https://blog.rkdgroup.com/mid-level-donors-the-key-to-your-fundraising-future/) - [Stewardship cheat sheet for mid-level donors](https://blog.rkdgroup.com/stewardship-cheat-sheet-for-mid-level-donors/) - [Donor-advised funds: What nonprofits need to know](https://blog.rkdgroup.com/donor-advised-funds-what-nonprofits-need-to-know/) ### [Max Bunch](https://blog.rkdgroup.com/author/max-bunch) With an MBA and 33 years of nonprofit fundraising expertise, Max Bunch provides RKD Group with invaluable insights from a diverse background. In his role of Executive Vice President, Client Service and Consulting, Max has served a number of leading nonprofit organizations working in a variety of verticals including food banks, animal welfare, hospitals, faith-based, relief and development, cancer care, rescue missions, veteran affairs, healthcare, and human services. [![Solid Gold_Blog Ad](https://blog.rkdgroup.com/hs-fs/hubfs/Solid%20Gold_Blog%20Ad.gif?width=1920&height=700&name=Solid%20Gold_Blog%20Ad.gif)](https://info.rkdgroup.com/donor-trust-access) #### Leave a comment: Previous ##### [Are annual plans killing your online fundraising?](https://blog.rkdgroup.com/are-annual-plans-killing-your-online-fundraising) Next Post ##### [Google Ad Grants policy change adds minimum CTR](https://blog.rkdgroup.com/google-publishes-ad-grants-policy-change) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - Latest Posts - Popular Posts [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [ Multichannel](https://blog.rkdgroup.com/topic/multichannel) [ Fundraising](https://blog.rkdgroup.com/topic/fundraising) [ Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [ RKD](https://blog.rkdgroup.com/topic/rkd) [ Brand](https://blog.rkdgroup.com/topic/brand) [The nonprofit savior complex: How good intentions can erode trust | Gina Lattuca, SPCA Serving Erie County](https://blog.rkdgroup.com/the-nonprofit-savior-complex-how-good-intentions-can-erode-trust-gina-lattuca-spca-serving-erie-county) [ Podcast](https://blog.rkdgroup.com/topic/podcast) [ Animal Care](https://blog.rkdgroup.com/topic/animal-care) [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ SEO](https://blog.rkdgroup.com/topic/seo) [ Digital Media](https://blog.rkdgroup.com/topic/digital-media) [ Social Media](https://blog.rkdgroup.com/topic/social-media) [ Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) ### Categories - [Digital Fundraising (180)](https://blog.rkdgroup.com/tag/digital-fundraising) - [Podcast (135)](https://blog.rkdgroup.com/tag/podcast) - [Nonprofit Industry (125)](https://blog.rkdgroup.com/tag/nonprofit-industry) - [Data & Analytics (91)](https://blog.rkdgroup.com/tag/data-analytics) - [Digital Media (69)](https://blog.rkdgroup.com/tag/digital-media) - [Fundraising (55)](https://blog.rkdgroup.com/tag/fundraising) - [Trends (47)](https://blog.rkdgroup.com/tag/trends) - [COVID-19 (42)](https://blog.rkdgroup.com/tag/covid-19) - [Multichannel (41)](https://blog.rkdgroup.com/tag/multichannel) - [Food Banks (39)](https://blog.rkdgroup.com/tag/food-banks) - [Animal Care (37)](https://blog.rkdgroup.com/tag/animal-care) - [Donor Retention (36)](https://blog.rkdgroup.com/tag/donor-retention) - [Mid-Major Donors (35)](https://blog.rkdgroup.com/tag/mid-major-donors) - [Strategy (35)](https://blog.rkdgroup.com/tag/strategy) - [Direct Mail Fundraising (34)](https://blog.rkdgroup.com/tag/direct-mail-fundraising) - [Missions (31)](https://blog.rkdgroup.com/tag/missions) - [Stewardship (31)](https://blog.rkdgroup.com/tag/stewardship) - [Creative (29)](https://blog.rkdgroup.com/tag/creative) - [Leadership (24)](https://blog.rkdgroup.com/tag/leadership) - [Sustainer Donors (20)](https://blog.rkdgroup.com/tag/sustainer-donors) - [Year-End Giving (19)](https://blog.rkdgroup.com/tag/year-end-giving) - [Acquisition (18)](https://blog.rkdgroup.com/tag/acquisition) - [Social Media (18)](https://blog.rkdgroup.com/tag/social-media) - [Cultivation (17)](https://blog.rkdgroup.com/tag/cultivation) - [Email (16)](https://blog.rkdgroup.com/tag/email) - [Google Grant (15)](https://blog.rkdgroup.com/tag/google-grant) - [Optimization (15)](https://blog.rkdgroup.com/tag/optimization) - [SEO (15)](https://blog.rkdgroup.com/tag/seo) - [Data Privacy (14)](https://blog.rkdgroup.com/tag/data-privacy) - [Technology (14)](https://blog.rkdgroup.com/tag/technology) - [Giving Tuesday (13)](https://blog.rkdgroup.com/tag/giving-tuesday) - [Humanitarian Action (13)](https://blog.rkdgroup.com/tag/humanitarian-action) - [Events (12)](https://blog.rkdgroup.com/tag/events) - [Donation Pages (11)](https://blog.rkdgroup.com/tag/donation-pages) - [Health & Hospitals (11)](https://blog.rkdgroup.com/tag/health-hospitals) - [Conversion (10)](https://blog.rkdgroup.com/tag/conversion) - [Brand (9)](https://blog.rkdgroup.com/tag/brand) - [Donor Lifecycle (9)](https://blog.rkdgroup.com/tag/donor-lifecycle) - [Donor-Advised Funds (9)](https://blog.rkdgroup.com/tag/donor-advised-funds) - [Management (8)](https://blog.rkdgroup.com/tag/management) - [RKD (8)](https://blog.rkdgroup.com/tag/rkd) - [Audience-First (6)](https://blog.rkdgroup.com/tag/audience-first) - [Facebook (6)](https://blog.rkdgroup.com/tag/facebook) - [The Salvation Army (6)](https://blog.rkdgroup.com/tag/the-salvation-army) - [GDPR (4)](https://blog.rkdgroup.com/tag/gdpr) - [User Experience (4)](https://blog.rkdgroup.com/tag/user-experience) - [Conferences (3)](https://blog.rkdgroup.com/tag/conferences) - [Election (3)](https://blog.rkdgroup.com/tag/election) - [Postal Service (3)](https://blog.rkdgroup.com/tag/postal-service) - [Attribution (2)](https://blog.rkdgroup.com/tag/attribution) - [Capital Campaigns (2)](https://blog.rkdgroup.com/tag/capital-campaigns) - [Gift Catalog (2)](https://blog.rkdgroup.com/tag/gift-catalog) - [Ministries (2)](https://blog.rkdgroup.com/tag/ministries) - [Mobile (2)](https://blog.rkdgroup.com/tag/mobile) - [CRM (1)](https://blog.rkdgroup.com/tag/crm) - [Corporate giving (1)](https://blog.rkdgroup.com/tag/corporate-giving) - [DRTV (1)](https://blog.rkdgroup.com/tag/drtv) - [Planned Giving (1)](https://blog.rkdgroup.com/tag/planned-giving) see all [![Gen X eBook download](https://blog.rkdgroup.com/hs-fs/hubfs/Gen%20X%20eBook%20download.jpg?width=360&name=Gen%20X%20eBook%20download.jpg "Gen X eBook download")](https://info.rkdgroup.com/en/the-nonprofit-marketers-guide-to-generation-x) ### Read More of What You Like ## [5 reasons donors stop giving to missions ... and what you can do about it](https://blog.rkdgroup.com/5-reasons-donors-stop-giving-to-missions-and-what-you-can-do-about-it) ## [Donor stewardship: The key to sustainable nonprofit fundraising](https://blog.rkdgroup.com/donor-stewardship-sustainable-nonprofit-fundraising) ## [How to improve donor retention: Nurturing exploring donors](https://blog.rkdgroup.com/how-to-improve-donor-retention-nurturing-exploring-donors) ![Rkdgroup](https://blog.rkdgroup.com/hubfs/Rkdgroup%20Sep%202017/Images/footer_logo.png "Rkdgroup") - [Solutions](https://rkdgroup.com/services/) - [Work](https://rkdgroup.com/work/) - [About Us](https://rkdgroup.com/about-us/) - [Blog](https://blog.rkdgroup.com/) - [Contact](https://rkdgroup.com/contact/) [Contact](https://rkdgroup.com/contact) - - - RKD Group is a leading fundraising and marketing provider to hundreds of nonprofit organizations. We have a team of experts with deep skill sets in direct response marketing. [connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Max Bunch", "url" : "https://blog.rkdgroup.com/author/max-bunch" }, "dateModified" : "2023-08-14T14:10:22.790Z", "datePublished" : "2017-03-15T19:37:08.000Z", "headline" : "Developing a mid-level donor program", "image" : [ "https://blog.rkdgroup.com/hubfs/07_Doodle_focus-1.jpeg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/developing-a-mid-level-donor-program", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```