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Cultivating Mid-Level Donors

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Cultivating Mid-Level Donors

  1. 1. Cultivating Mid-Level Donors Emma Kieran, Vice President, Fundraising and Development, Orr Associates, Inc. (OAI) 2014 Nonprofit Empowerment Summit Giving It Our All!
  2. 2. CULTIVATING MID-LEVEL DONORS Presented by Emma Gilmore Kieran RAFFA CONFERENCE JUNE 3, 2014
  3. 3. Agenda  Mid-level Donor (MLD) Overview: Who Are They?  Top 5 Program Necessities  Program Benefits  Group Discussion  30 Day Plan  Q&A
  4. 4. MLD Overview: Who Are They?  Most Committed and Loyal Donors Ripe for retention Believe in your cause Strong upgrade potential  Significant Income Potential Donors @ $1k - $10k 1% of Donor Population 1/3 of $ Given
  5. 5. Top 5 Program Necessities Leadership Capacity Staff Bandwidth Anti-silo Structur e Meaningful Content Time to Evaluat e
  6. 6. Program Benefits ROI Tap into income potential Increase retention Tailor program to needs
  7. 7. Create Your 30 Day Plan WEEK ONE  Grade your organization on the 5 program strategies  Get buy-in from key leaders WEEK TWO  Choose one or two items for immediate change  Commit to execution and design reporting structure  Look at costs and staffing WEEK THREE  Devise plan for second tier changes
  8. 8. 30 Day Plan WEEK FOUR  Devise a 6- to 12-month plan for costly changes ONGOING  Be patient  Report out often  Create metrics
  9. 9. Mid-Level Donor Prospect Matrix Touch Effort Tier % of Effort and Investmen t Strategy Cultivation and Solicitation Approach Desired Outcomes HighTouch High 1 50% Very Personal Strategic Moves Upgrade to Major Gift Donor Medium 2 30% Upgrade to Tier 1 Donor Low 3 20% Less Personal Tactical Moves Upgrade to Tier 2 Donor
  10. 10. More Information m/missing-middle/
  11. 11. Q&A 18
  12. 12. Thank You! 19 Contact Info: Emma Gilmore Kieran Vice President, Fundraising and Development Orr Associates, Inc. 202-719-8056