When it comes to acquiring and retaining donors, it’s somewhat surprising that so many nonprofits seem to disregard younger audiences. Many times, organizations cling to the perception that because these individuals are younger and have less money, their contributions aren’t worth the time and investment. But for those organizations who have taken the time to invest in this Millennial generation, the rewards are often quite impressive.
Andrew Desmond, on November 16, 2015
A major gift calculator, often called a gift chart, helps organizations plan for their next fundraising campaign or event. When designed and used correctly, the gift calculator will tell you how many prospects you need at every giving level to reach your overall fundraising goal.
Elicia Tedrow, on May 27, 2015
Retaining dedicated supporters is essential to sustain and grow nonprofit organizations.
However, keeping donors after their first-time donations is a challenge that many organizations face. Some charities are looking to monthly giving programs to help with their donor retention.
Elicia Tedrow, on February 9, 2015
The call-to-action is one of the most important parts of any digital fundraising campaign. The overall goal of any nonprofit fundraising campaign is to get visitors to take action. In order to do that, you need to encourage and direct them to take action━this is where the call-to-action comes in.
Jennifer Gmerek, on November 18, 2014
If integrated into your campaign properly, video can be an invaluable resource. It can add powerful visuals, a fresh perspective on storytelling, and a new platform for deepening donor engagement.
Year-end campaign videos, in particular, are a great way to exercise your creative muscles, test your limits, and get in the holiday spirit!
So, it’s go-time on end-of-year fundraising planning. You and your colleagues have huddled. You’ve strategized. You figured out what you're going to highlight from this year. Your game plan is ready. And now, you sit down at your keyboard, look at your screen and oh. crap. what. do. I. say?
I hate to break it to you, but raising money for your nonprofit or cause is always going to be a challenge. However, creating the most successful - and most profitable - campaign doesn’t just come from delivering the right message to the right audience at the right time. Whether you're relying mainly on social media, email, your website or other means to get the word out, there's one more very important factor that must also be considered: what type of nonprofit fundraiser will you create?
Blake Groves, on April 30, 2014
When it comes to fundraising for your cause, a lot of emphasis is put on making connections with coveted major donors or corporate philanthropy partners for larger gifts.
However, there’s a hidden donor demographic among your community just waiting to be tapped into: mid-level donors.
Mid-level donors might represent a small percentage of your total donors, but they typically provide around 40-50% of your overall fundraising revenue. That’s a huge impact for a single donor segment!
If your nonprofit is looking to revitalize your fundraising efforts, why not try engaging your mid-level supporters? By accessing this powerful donor segment, your team can start getting more out of your relationships with these impactful givers.
To more effectively engage mid-level donors, your nonprofit should:
- Know who your mid-level supporters are.
- Account for how many mid-level supporters you have (and need).
- Share responsibility for mid-level engagement.
- Build a list of possible mid-level supporter interests.
- Audit your donor database to see if you’re engaging these groups.
- Determine ways you might discover the interests of your supporters.
Your mid-level donors play a crucial role in supporting your cause, so it’s time your nonprofit took them seriously. Let’s dive into these mid-level donor engagement strategies!
1. Know who your mid-level supporters are.
Let’s start from the beginning: to really understand how to best engage your mid-level donors, you’ll need to know who your mid-level donors are.
On average, mid-level donors account for between 5-10% of a nonprofit’s donor population. This means that from organization to organization, you’ll likely find a small (but active) cohort of mid-range givers providing around half of your fundraising revenue.
However, simply knowing how many mid-level donors your cause has and how much they contribute won’t help your team more effectively engage these individuals.
In fact, to improve how your nonprofit engages mid-range donors, you’ll need to better understand who these individuals are among the rest of your community.
The best way to do so? Invest in robust donor database software to keep track of all of your constituents. Use integrated fundraising and advocacy software to collect as much data as possible about your supporters at every engagement touch point.
When donors give at the mid-range level, you’ll be able to sort these individuals into appropriate mid-level giving segments to better analyze just who is giving these gifts among your community.
2. Account for how many mid-level supporters you have (and need).
Now that you’ve created mid-level donor segments, it’s time to start thinking of ways your team can boost the number of donors who fall into this giving range.
Use your newly created mid-level donor segments to determine how many of these donors your nonprofit has and how much they really contribute to your cause. This will help guide your team when determining the next steps to take.
Once you’ve determined the real-world impact of your existing mid-level donors, it’s time to ask your team: what more do we need from these important supporters?
Instead of blindly trying to increase the number of mid-level donors at your nonprofit, determine how many mid-level prospects you’ll need to reach key fundraising benchmarks. Your nonprofit might decide to:
- Convert lower-level givers into mid-range donors.
- Turn one-time major donors into returning mid-level givers.
- Upgrade new donors into mid-range contributors.
Depending on your nonprofit’s fundraising goals, the capabilities of your donor base, and general interest in your nonprofit’s cause, your team will likely try to adopt one or more of the above strategies.