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Time allowed: 75 mins Attendees: 40, CEOs/EDs/VPs, etc
2 minute Survey re who is in the room – CEO, VP, CDO, etc.
-Why is this important to you? - money left on table - donors are ready for taking to the next level - competition is tough – spend time on what will have the greatest ROI Nonprofits are missing out on money They’re overlooking a committed and productive audience: middle donors These are donors who give more than low-dollar direct marketing donations, but less than major gift targets -Your mid-level program is all about dollar amount - Folks who give more than a token gift - Haven’t entered your classification of major donors (usually around $250-$9,999 annually) -Many fundraisers and experts agree that mid-level donors are exceptionally valuable -Many also agree that orgs haven’t made investments necessary to make the most of this immense opportunity -Major donor classification survey – how do attendees classify major donors?
Lackluster treatment MLD=middle child Neglect leads to reduced retention and inadequate major donor pools
Leadership Adjust strategies and investment priorities to bridge the gap Create teams that can collaborate to: a. Prospect and upgrade donors to a mid-level; b.Care and nurture for donors at this level (mix all types of donor tactics) c.Create a pipeline of future major donors; and, d.Measure success
Staff -Assign credit -have metrics -reduce ask frequency
Silos MGOs as masters of the personal touch – birthdays, articles, rich/sophisticated communication; but timing is uncertain and scaling is tough Internet as master of broad communication but impersonal -Direct marketing great at analytics, broad communication, high volume; but impersonal and one dimensional
Content Substance, consistency, focus on stewardship, branding
Time -results take time -must listen to donors and what they want
Group activity – partner up (2 or 3 people) to discuss your organizations ability to create a MLDP based on the 5 program strategies Scale of 1 to 5 (5 being best) for each Choose one or two to discuss Come back together and share info
-Abundance all around, especially with individuals -MLD must be motivated and taped -$316 billion is what was given philanthropically in 2012 – that’s not our limit; philanthropy has been stagnant (2% of GDP) for the last many years
How much will this cost? What is the ROI? Will I have to give it time? Is more staff required? etc.
Donor segmentation by tier allowed us to develop a customized work plan for donor cultivation based on recent giving history and wealth capacity. These efforts should be complemented with personal cultivation, donor visits, donor receptions, etc. Understanding the importance of ROI, we more deeply analyzed the file and prioritized the portfolio across all tiers in order to guide the strategy for personal cultivation. The donors were prioritized based on the following criteria:
Priority A – Major Donors (last gift of $2,500+ or lifetime giving of $10,000+) Priority B – Mid-Major Donors (last gift of $1,000-$2,499 or lifetime giving of $5,000-$9,999) Priority C – Middle Donors (last gift of $500-$999 or lifetime giving of $1,000-$4,999)
Cultivating Mid-Level Donors
Emma Kieran, Vice President, Fundraising
and Development, Orr Associates, Inc. (OAI)
Giving It Our All!
Presented by Emma Gilmore Kieran
JUNE 3, 2014
Mid-level Donor (MLD) Overview: Who Are
Top 5 Program Necessities
30 Day Plan
MLD Overview: Who Are They?
Most Committed and Loyal Donors
Ripe for retention
Believe in your cause
Strong upgrade potential
Significant Income Potential
$1k - $10k
1/3 of $
Top 5 Program Necessities
Create Your 30 Day Plan
Grade your organization on the 5 program
Get buy-in from key leaders
Choose one or two items for immediate change
Commit to execution and design reporting
Look at costs and staffing
Devise plan for second tier changes
30 Day Plan
Devise a 6- to 12-month plan for costly changes
Report out often
Mid-Level Donor Prospect Matrix
Touch Effort Tier % of Effort
Strategy Cultivation and
1 50% Very
Upgrade to Major
Upgrade to Tier 1
Upgrade to Tier 2