DickersonBakker Blog

7 Reasons to Not Mix Mid-Level Donors With Your Major Donor Program

Although Mid-Level Donors resemble Major Donors in motivators and giving capacity, the programs need to separate plans and implementation.

Problems of combining Mid-Level Donors into a Major Donor program include:

  1. Lists become too big. Major donor reps don’t have enough time to build relationships with the largest capacity donors if they have too many donors to serve.
  2. Larger donors are a higher priority. Major donor reps have so many donors to serve, they neglect Mid-Level donors to compensate.
  3. Major Donor Program becomes too expensive. The Service Cost Per Donor is much higher for a Major Donor program because the giving levels are higher. It makes sense. Unfortunately, when you load Mid-Level Donors into a major donor portfolio, you can see Service Cost Per Donor skyrocket needlessly.
  4. Too infrequent contact. Mid-Level Donors typically give several times per year while Major Donors may give fewer times per year. As a result, major donor representatives may not call Mid-Level Donors often enough to lift giving.
  5. Better in-person. Many major gift representatives become their best when they can see a donor and their surroundings. Mid-Level Donor cultivation occurs principally by telephone and requires a different set of relationship skills.
  6. Dropped coverage.  Many programs suppress Mid-Level Donors from Mass mailings but do not have a substantial communications plan for Major Donors that can fill the void between visits. Make sure Mid-Level Donors and Major Donors have fluid, personalized communications programs.
  7. Opportunity Costs. When a Major Gift Officer focuses time on Mid-Level Donors, she can lose the larger gift in winning a mid-level gift.

A high-performing Mid-Level Donor Cultivation Program helps grow new major donors. Does your organization need help in creating an on-ramp for major gift stewardship? Contact us today to learn how we can help.

Back to blog