Food banks are navigating a complex fundraising environment. Demand remains high. Donor behavior is shifting. And while acquisition still matters, long-term growth increasingly depends on how well organizations deepen relationships with the donors they already have.
That’s why leading food banks are focusing on three key audiences with outsized potential: sustainers, mid-level donors and donor-advised fund (DAF) donors.
Each group represents a different pathway to stability, growth and resilience. And when approached with intention, each can unlock meaningful, long-term value.
1. Sustainers: Building a reliable revenue foundation
Sustainers are one of the most reliable sources of predictable revenue. They give consistently, often upgrade over time and tend to have higher lifetime value than one-time donors.
But too often, sustainer programs are treated as passive rather than strategic.
Food Share in Ventura County used Velocity AI modeling to attract more monthly donors.
What worked:
- Using predictive modeling to identify sustainer prime leads
- Creating distinct journeys with tailored messaging and stewardship
- Offering clear upgrade pathways and moments of re-engagement
Why it matters:
A strong sustainer program doesn’t just stabilize revenue; it creates a core community of donors who are more likely to stay engaged, respond to appeals and deepen their support over time.
2. Mid-level donors: Unlocking hidden growth
Mid-level donors are often one of the most underdeveloped segments in food bank fundraising programs. They’ve already demonstrated commitment, but without the right strategy, many plateau or lapse.
Central Pennsylvania Food Bank took a more intentional approach by identifying mid-level donors and inviting them into a targeted opportunity to help fund a major matching gift.
Rather than a broad appeal, the campaign focused on:
- Clear, compelling impact tied to a specific goal
- Personalized outreach that acknowledged prior giving
- A defined role for the donor in achieving the match
The result? Strong engagement from donors who were ready—but previously under-activated—to give at a higher level.
What worked:
- Treating mid-level donors as a distinct audience, not just “everyone else”
- Connecting their giving to a meaningful, time-bound opportunity
- Reinforcing their importance to the organization’s success
Why it matters:
Mid-level donors often represent the bridge between general donors and major giving. With the right strategy, they can both increase immediate revenue and be moved further down the giving pipeline.
3. DAF donors: Meeting donors where they already are
Donor-advised funds continue to grow as a preferred giving vehicle, especially among higher-capacity donors. But many organizations still take a passive approach—waiting for gifts rather than actively engaging DAF holders.
Utah Food Bank shifted that mindset.
Instead of treating DAF gifts as one-off transactions, they built a more intentional approach to identifying, stewarding and activating these donors.
Their strategy included:
- Proactively identifying likely DAF donors within their file
- Creating clear messaging around how and when to give through a DAF
- Strengthening acknowledgment and stewardship to reflect the donor’s full relationship—not just the transaction
- Recognizing DAF donors as a strategic audience, not an administrative category
- Reducing friction in the giving process
- Reinforcing connection and impact beyond the mechanics of the gift
They also simplified the giving process, making it easier for donors to recommend grants and understand the impact of their gifts.
What worked:
- Recognizing DAF donors as a strategic audience, not an administrative category
- Reducing friction in the giving process
- Reinforcing connection and impact beyond the mechanics of the gift
Why it matters:
DAF donors are often highly philanthropic and capable of giving more—but only if organizations make it easy and meaningful for them to do so.
Bringing it all together
Sustainers ... mid-level donors ... DAF donors―these aren’t new audiences, but they are increasingly critical ones.
The difference isn’t whether food banks are engaging these donors; it’s how intentionally they’re doing it.
Organizations that invest in tailored strategies for each group are seeing stronger retention, higher revenue per donor and more resilient fundraising programs overall.
And, importantly, these strategies don’t require a complete overhaul. They start with recognizing the opportunity, then segmenting with purpose and, finally, building experiences that reflect each donor’s potential.
Where to go from here
If you’re looking to strengthen your approach to these audiences, start by asking:
- Are we treating these donors as distinct segments or as part of a general audience?
- Do our strategies reflect where they are in their giving journey?
- Are we making it easy and meaningful for them to deepen their support?
Small shifts in focus can lead to significant gains.
If you’d like to explore how these strategies could apply to your organization, we’d be glad to connect.
Leave a comment: