Report: The Missing Middle | npENGAGE

Report: The Missing Middle

By on Apr 9, 2014


The Missing Middle

Alia McKee and Mark Rovner with Sea Change Strategies recently released a new report called “The Missing Middle: Neglecting Middle Donors Is Costing You Millions.

Sea Change probed the state of mid-level giving. They surveyed dozens of fundraisers, both on the consulting and organization side. They spoke at length to leaders in the field. Their goal was to expanding their success with mid-level donors and getting them off the low-dollar churn treadmill.

The findings from all of their research is in the new report. Here are a few big takeaways:

– Mid-level donor prospects represent significant income potential and greater retention stability—probably even more than major donor prospects.

– Most organizations lack the discipline and investment necessary to make the most of this immense opportunity.

– Practices vary wildly from organization to organization and there is no rule book.

They go on to outline 8-habits of highly effective mid-level donor programs. There are some really good insights and suggestions in this section of the report.

The report includes some case studies from Human Right’s Campaign and Rainforest Alliance. They wrap the report up with a 30-day plan to jump start your mid-level donor program.

This report is should be read by every fundraising staff member and the leadership team of every nonprofit. You can download the report here:


Steve MacLaughlin is the Vice President of Data & Analytics at Blackbaud and bestselling author of Data Driven Nonprofits.

MacLaughlin has been featured as a fundraising and nonprofit expert in many mainstream publications, including The New York Times, The Washington Post, The Los Angeles Times, The Boston Globe, The Chronicle of Philanthropy, USA Today, The NonProfit Times, Stanford Social Innovation Review, Bloomberg, and has appeared on NPR.

He is a frequent speaker at events including the Association of Fundraising Professionals (AFP), Association for Healthcare Philanthropy (AHP), American Marketing Association (AMA), Council for Advancement and Support of Education (CASE), Direct Marketing Fundraisers Association (DMFA), Giving Institute Summer Symposium, National Association of Independent School (NAIS), Nonprofit Technology Conference (NTC), Institute of Fundraising National Convention (United Kingdom), Civil Society Conference (Netherlands), International Fundraising Congress (Netherlands), Ask Direct Fundraising Summer School (Ireland), and a keynote speaker at several conferences across the social good sector.

Steve previously served on the Nonprofit Technology Network (NTEN) Board of Directors and is currently an adjunct faculty member at Columbia University.

He is a frequent blogger, published author of a chapter in the book People to People Fundraising: Social Networking and Web 2.0 for Charities, and is a co-editor of the book Internet Management for Nonprofits: Strategies, Tools & Trade Secrets. His latest book, Data Driven Nonprofits, became a bestseller in 2016.

Steve earned both his undergraduate degree and a Master of Science degree in Interactive Media from Indiana University.

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