Go Beyond Fundraising

Where Does Mid-Level Giving Fit? Building Donor Relationships Between Acquisition and Major Gifts

For years, nonprofit fundraising has focused on two priorities: acquiring new donors and cultivating major gifts. Yet between those two groups sits one of the most valuable – and often overlooked – segments of any donor file. 

Mid-level donors consistently generate as much as 50 percent of annual fund revenue, provide a reliable pipeline for future major gifts, and demonstrate some of the strongest long-term loyalty. Despite their importance, many organizations still lack a deliberate strategy for engaging these supporters – and making them feel appreciated – beyond standard fundraising appeals and generic thank-yous. 

Today’s fundraising environment makes that gap increasingly difficult to ignore. As donor acquisition becomes more expensive and retention takes on greater importance, organizations need to maximize the value of the donors within their own files. That starts with recognizing mid-level donors not simply as future major gift prospects, but as mission-driven supporters who deserve meaningful engagement – starting today.  

In this conversation, AGP CEO Trent Ricker and Vice President of Donor Engagement Ryan Carpenter discuss why mid-level giving deserves renewed attention, how organizations of any size can build stronger donor relationships through consistent stewardship, and why combining data intelligence with authentic, person-to-person connection creates lasting results.