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:
- 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.
- Larger donors are a higher priority. Major donor reps have so many donors to serve, they neglect Mid-Level donors to compensate.
- 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.
- 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.
- 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.
- 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.
- 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.
