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Creating a Mid-Level Giving Program
Mid-level giving is truly the transition between annual giving and major gifts – it is the point where donors identify themselves as having both the capacity and the propensity to do more for your organization. A well-run mid-level giving program is a great way to substantially upgrade current donors and create a prospect pool for major gifts.
But in order to create a mid-level giving program that’s effective, your organization needs to put some time into planning the program. Key questions you should resolve before creating a mid-level giving program include:
Once you answer these questions, you can begin to market the giving society and ask donors to upgrade or renew their commitment. The solicitation process should be part of a larger campaign and involve many different tactics. Just as mid-level giving is the bridge between annual and major gifts, the solicitation process should be a bridge between direct marketing techniques and more personal solicitation.
To that end, a mid-level giving program should incorporate direct mail (often a series of invitations and follow-ups) along with email, personal phone calls and, for higher-dollar donors and prospects, personal visits.
And, once you’ve solicited your donors to join your new mid-level giving program, don’t forget to keep them on your mailing list and informed of everything you are doing! While they don’t need to receive every direct mail appeal, you still must be regularly communicating with them – or you won’t receive their mid-level gift next year!
Schultz & Williams is a national consulting firm based in Philadelphia providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.