Do you have a plan to reach these critical audiences?

As fundraising professionals, we all strive to deepen relationships with our donors and enhance their journey with our organizations. Over the years, I’ve noticed that while we invest heavily in strategies, we sometimes miss opportunities to truly connect with different segments of our donor base.  

Today, I want to share insights on three key audiences where nonprofit organizations can make a significant impact: mid-level giving, monthly giving, and lapsed donor recapture. At RKD Group, we've developed tailored solutions— mid-level, monthly and lapsed recapture—to address these opportunities. Let's dive into how these audience packages can help elevate your fundraising efforts. 

Rethinking Mid-Level Giving  

Mid-level donors often sit in a unique space within donor files. They may only represent about 1% of your donors, but they can contribute up to 30% of your revenue. That's a significant impact you can't afford to overlook. 

In my experience, cultivating relationships with mid-level donors requires both relational and tactical approaches. While your team may excel at one-on-one interactions, there's a tactical side where RKD can support you. With Mid-Level Giving, we focus on: 

• Identifying Mid-Level Donors: Using modeling and analytics (like our Velocity platform), we pinpoint donors with the propensity to give more. 

• Developing Compelling Offers: It's crucial to present mid-level donors with big, tangible projects. Instead of asking for general support, consider offering opportunities like funding a new community stove for a food bank or repairing a shelter's roof. These are impactful projects that resonate. 

For instance, I recall working with a food bank where the community kitchen's stove broke down. We shared this urgent need with our mid-level donors, and the response was overwhelming. One donor even sent in a $50,000 check. It was a powerful reminder that when donors see a specific need they can fulfill, they're more motivated to give generously. 

Igniting Passion with Monthly Giving  

Monthly donors provide a reliable stream of income, which is invaluable for planning and investing in programs. However, building a strong sustainer program isn't just about asking for recurring gifts—it's about showing donors the ongoing impact of their support. 

With Monthly Giving, we help you: 

• Identify Ideal Monthly Donor Prospects: Whether through AI modeling on Velocity or traditional RFM analysis, we find donors who are likely to commit to monthly giving. 

• Utilize Omnichannel Engagement: Gone are the days of relying solely on direct mail. We incorporate email campaigns, text messaging, social media and website optimization to reach donors where they are. 

• Craft a Compelling Offer: Donors need to know exactly what their monthly gift will accomplish. Be clear and specific—for example, "Your $30 monthly gift will provide shelter and meals for a person in need each month." 

One key insight I've learned is that even new donors can be great candidates for monthly giving. By offering the option early and making it easy to sign up, you might be surprised at how many are willing to make that commitment right from the start. 

Revitalizing Connections with Lapsed Donors 

Lapsed donors present both a challenge and an opportunity. Often, they haven't disengaged out of disinterest—they may simply have forgotten to give or didn't realize how much time has passed since their last donation. 

With Lapsed Recapture, our approach involves: 

• Understanding the Donor's Perspective: Many lapsed donors don't realize they've lapsed. Some even forget they donated in the first place, especially if they support multiple organizations. 

• Re-engaging Through Impactful Communication: Instead of focusing on the lapse, remind them of the difference their past gift made. Share stories and updates that show the ongoing need and how they can continue to make a difference. 

• Implementing an Omni-Channel Strategy: Stay connected through various channels—emails, direct mail, social media—to keep your organization top-of-mind. 

 By focusing on gratitude and impact, rather than emphasizing the lapse, we can rekindle donors' passion for our cause. Remember, they once cared enough to give; our goal is to remind them why. 

Bringing It All Together 

Each of these packages—mid level, monthly, and lapsed recapture—serves a specific purpose in enhancing donor engagement: 

• Mid-level helps us cultivate mid-level donors by presenting them with meaningful opportunities to make a significant impact. 

• Monthly builds a stable foundation of support through monthly giving, ensuring donors understand the ongoing importance of their contributions. 

• Lapsed Recapture reconnects us with those who have given before, reigniting their commitment to our mission. 

Through integrating these strategies, we create a comprehensive donor engagement plan that addresses donors at every stage of their journey. 

Final Thoughts 

In fundraising, one size doesn't fit all. Donors are diverse in their capacity, interests and engagement levels. By tailoring your approaches with the right solutions, you can meet donors where they are and inspire them to deepen their relationship with your mission. 

I encourage you to reflect on how you currently engage with your mid-level, monthly and lapsed donors. Are there opportunities to enhance those relationships? If you're looking for ways to elevate your donor engagement strategies, we're here to help. 

Feel free to reach out—I’d be happy to discuss how these packages can align with your goals and support your mission.