Salsa Blog

Why Neglecting Middle Donors Is Costing You Millions

Are you doing enough to embrace and cultivate your middle donors? If not you’re missing a lucrative opportunity to boost your donations.

Alia McKee

According to a 2008 study of mid-level donors to 23 organizations, Sea Change Strategies (with research partners Convio and Edge Research) found that middle donors (defined as those giving between $1,000 and $10,000 each year) comprised only one percent of study organizations’ donor files, yet generated more than 30 percent of the income from individuals.

Mark Royner

Like middle children, middle donor programs are often neglected by organizations. Perhaps because middle donors require more stewardship than a direct marketing-based membership program is prepared to provide, and they don’t generate enough income to warrant close attention from major gifts teams. The end result is lost income and a diminution of the pool of potential major donors and planned givers.

As the economics of small-dollar fundraising becomes ever more tenuous, it is not implausible to view middle donors as the entry-level donors of the future. Yet few organizations have made the organizational or intellectual investment necessary to get the most out of this donor group.

So what are nonprofits to do?

Join us at FUSE 2014 - the digital marketing conference - on August 6 and 7 in Northern Virginia and get practical steps that can help you fully capture the opportunity mid-level giving offers. Presented by Sea Change Strategies’ Alia McKee and Mark Rovner, “The Missing Middle: Why Neglecting MIddle Donors Is Costing You Millions” is one session you won’t want to miss.

Register Early to Save

Register before June 30 and you’ll pay only $249 - that’s over 35% off the regular registration fee. Just type in code EarlyCat2014 in the “Discount” box (code is case sensitive). Alia and Mark (below) are just part of the great line-up of speakers and sessions you can expect this year. View them all here.

Make a Connection Before the Event
Check out our FUSE 2014 Facebook event page for all the latest details. Also make connections with other conference attendees before the event even starts.

Topics: Events Fundraising