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: http://seachangestrategies.com/missing-middle/