Mid-level donors are often the unsung heroes of nonprofit fundraising, yet their potential remains widely untapped. As the SVP of Transformational Giving at RKD Group, I’m increasingly passionate about helping nonprofits elevate this critical donor segment—transforming steady supporters into true fundraising superstars.
But how exactly can nonprofits bridge the gap between their broad-based donor communications and personalized major gift approaches?
It starts with recognizing mid-level donors as the powerful partners they are, strategically investing in relationships that drive deeper engagement and increased giving. In fact, the lifetime value of mid-level donors ranges from $1,600 to $1,700—significantly higher than average supporters.
Recently, I had the privilege of presenting at the Mid-Level Benchmark Summit, hosted by the Direct Marketing Fundraisers Association (DMFA), and I’ll share some of those thoughts here. To enrich our insights further, I connected with Jarred Schremmer, Senior VP, Audience Strategy, from our Strategy Team.
Jarred emphasized the necessity of prioritizing mid-level giving, clearly stating:
“Organizations can’t afford not to pursue mid-level donors. They’re the key to maintaining fundraising efficiency because we're already investing in these relationships; we simply need to maximize their potential.”
Managing large portfolios can be daunting as personalized connections are often limited by staffing structures. Yet simple practices dramatically improve donor engagement. Our clients consistently find that regular expressions of gratitude—personalized postcards, emails or texts—spark deeper engagement, inspire subsequent giving and drive donor retention.
Jarred reinforced the strategic importance of these touchpoints:
“It's about crafting a complete donor experience rather than isolated campaigns. Each touchpoint, from direct mail to digital interactions, should feel tailored and personal.”
Mid-level officers are uniquely positioned to cultivate one-to-many relationships that feel authentically one-to-one, creating scale without sacrificing intimacy. Advanced technology supports this personal outreach, enabling deeply personalized, two-way donor experiences.
Have you considered these mid-level growth levers?
Giving days offer unique fundraising opportunities outside traditional cycles. Leverage matching-gift programs strategically to amplify urgency and participation, engaging a wider pool of supporters.
Balancing automation with personalization is crucial. RKD’s Velocity tool, an AI-driven predictive modeling platform, strategically identifies donors primed for increased support. “Velocity helps us identify donors ready to increase their support,” Jarred explains. “Treating them at the level we aspire them to reach—right from the start—is essential.”
Consider revisiting your mid-level donor welcome journey to ensure that each donor interaction is relevant and personalized. Solutions like RKD’s Identity can enhance digital ask arrays, boosting both conversion rates and the overall supporter experience.
Consistent and intentional stewardship signals to donors that your nonprofit values their partnership. Donors frequently indicate their readiness for deeper commitment, and maintaining ongoing dialogue positions your organization to respond effectively when these signals arise.
Every donor has a personal "why." Amplifying donor stories strengthens emotional connections, fostering loyalty and ongoing engagement. When donors see themselves in your mission, they are inspired to deepen their support.
Building effective mid-level giving programs isn’t just about delivering strategy—it’s about building trust and partnership. Too often, mid-level programs become disconnected campaigns.
We help align teams, break down silos and center the donor experience to create seamless, impactful donor journeys. Our integrated approach includes data hygiene, personalized stewardship, creative engagement and dedicated coaching.
The real transformation isn't just metrics—it's the clarity, confidence and trust our clients gain in partnership with us.
For many nonprofits, the idea of integrating AI can feel overwhelming—or even impersonal. But what we’re seeing is something far more hopeful: when used thoughtfully, AI isn’t replacing the human touch—it’s amplifying it.
AI tools like Velocity revolutionize donor engagement, combining mass communication efficiency with deeply personalized experiences. Jarred highlighted exciting developments:
“AI-driven tools enable nonprofits to manage larger portfolios effectively, enhancing the personal touch at scale. This innovation dramatically expands mid-level fundraising capacity.”
This isn’t just about technology. It’s about unlocking capacity, deepening relationships and creating space for fundraisers to do what they do best: connect with donors in ways that are meaningful, memorable and human.
The breakthroughs we’re witnessing aren’t just operational—they’re emotional. And they’re building a future where every donor feels seen, valued and inspired to give again.
If you're exploring how to grow your mid-level giving program, you're not alone—and you don't need to start from scratch. Consider these foundational questions:
Answering these questions unlocks clarity, alignment and growth potential. RKD’s Philanthropy Growth Assessment evaluates your current program and identifies opportunities for refinement. Together, we’ll create a Growth Accelerator Roadmap, optimizing strategies to elevate your donor experience sustainably.
If you're ready to explore what’s possible, we’d be honored to walk alongside you. Together, we can fully unlock the potential of your mid-level donor superstars.