Who Are Your “Just Right” Donors?

Do you know the story of Goldilocks and the three bears?

In case you missed this story during your childhood, a wandering girl with golden-hair traverses the forest. She then barges into a house that is not her own. She’s hungry (obviously, she was just traversing through a forest!) and checks out the food. She eats three different bowls of porridge. One is too hot. One is too cold. One is “just right”. 

Then she needs to take a seat, of course, to eat the porridge she found that was “just right”. One chair is too big. One is too small (and breaks it). One is “just right”.

Finally, she checks out the bedding options (because after the excessive carb load and breaking of chairs in a stranger’s home, who wouldn’t be sleepy?). One is too hard. One is too soft. One is “just right”.

All of a sudden, three bears of different sizes enter the home. The golden-hair girl screams and leaves suddenly. Because, well, bears!

So why do I share this tale?

Not because I strongly encourage you not to enter homes of strangers when not invited (though I really think that is not great…), but because it tells us something about those “just right”, middle, in-between folks, and the lessons it can tell us for fundraising.

We hear A LOT about major donors. And of course, we should. They often represent 80-90% of the revenue that comes into a nonprofit organization. So, they do deserve a lot of time and attention. 

We also hear A LOT about digital fundraising and mass marketing. How to increase our engagement and get small dollar gifts, younger donors, gifts through social media, and other tools. And these are super important too – we always need to acquire new donors and increase the number of supporters to our nonprofit organizations.

But what about those donors that are already giving to your nonprofit, but don’t meet the major gift threshold? Why should you care about these folks? 

Let me share the number one question I get asked as a fundraising expert and consultant:

WHERE DO I GET MORE MAJOR DONORS?

What is my most consistent and helpful response?

HAVE YOU CHECKED OUT YOUR MID-LEVEL DONORS?

Which often elicits the following: 

MY MID-LEVEL WHAT?

So, let’s take a moment to consider this special group of donors. These core of your nonprofit, who are often your most committed donors. Your rockstars. Your “I wish I could do more” donors. Your future transformational major donors and definitely would consider leaving a legacy gift to your nonprofit donors. Your “this is where I’m starting and I’m interested in learning more about what you do and then maybe I’ll increase if I’m properly stewarded” donors.

But what is a mid-level gift?

Just like Goldilocks, this level of donor is not too big or too small. But can be thought of as "just right." They are usually framed around what is above them and what is below them.

Most nonprofits have a major giving threshold. It might be $1,000, $10,000, or even $100,000. But for many charitable entities, when they look at their individual donors, there is recognition and level of donor stewardship put in place to retain and increase donors that give above a certain dollar amount. (I talk more about major donors in this post here).

So, a mid-level donor is an individual that donates to your nonprofit at a level below your major giving level and usually at some level of significance, usually at least $250 or $500.

Think about it for a moment – no matter someone’s financial capacity, a donation of $500 is a somewhat meaningful gift. Maybe there is a connection to the mission. Maybe they attended an event or one of their close friends is on your board of directors.

Now, take a look at your CRM database. Run a report of all donors that give between $250 or $500 and up to your major donor level (or if your major gift level starts a lot higher, pick a dollar value that is about 25- 50%) and check out how many donors you have giving at these levels. Are they giving year after year? Does anyone personally reach out to them? What are their ages? Do they open your emails? 

I would bet that for most organizations, most of these folks haven’t been personally thanked, personally solicited, or just had a random check in from a staff member to say – hey thanks so much for your support each year. It really means a lot to us. Can we grab a coffee or lunch or schedule a zoom date to learn more about you? 

Now imagine for a moment, if a donor that had never been personally solicited for a donation, but already giving $500 or 50% of where your major gift levels start, was personally solicited to give at a higher level, and what the increased support could do for your organization. Explain to this donor, that had never had the opportunity to learn personally before, about what you have planned for the year ahead and what resources are needed to make it happen.

Instead of going out to acquire a brand new major donor by reviewing the business listings and the friend of a friend of your board member that doesn’t really know what you do but “had a lot of capacity and is really philanthropic”, why not take the time to cultivate the donor that already gives to you?

Now, I hear some of you saying to me, but Susan, we are sooo overloaded with just stewarding our major donors that we don’t have the time or budget to increase our caseloads.

Two thoughts-

1)    What would it cost you if you don’t bring in new major donors? Do you think all of your current major donors will give forever? Who will replace them?

2)    Consider doing something a little different from your major gift stewarding plan but more personalized than what you do to retain your small dollar donors.

Can you provide some specific ideas?

As an example, maybe you have a plan in place to reach out to your major donors 4 times a year.

Is there a way you can check in with your mid-level donors 2 times a year? (and one of them can just be a thank you after they give!).

Perhaps you could host a reception to thank your mid-level donors, just for their ongoing support.

Or a virtual meeting with these folks to “ask anything” to your Executive Director?

What about sending a handwritten note to your mid-level donors during the holidays?

Or add a special note before your big event and say how meaningful it would be for a strong supporter like them to attend?

Finally, have you thought about explicitly saying – thanks so much for your support at this level. We wanted to get feedback from other donors like you, who give $XX, and here is a survey to get more feedback on why you support our cause and ways you’re looking to be more connected to us.

Then actually ask them questions – do you want events, do you want to engage over social media, how did you learn about us, would you consider increasing, would you consider a legacy gift, etc.

There are so many ways to cultivate these “just right” donors. As you start the new year, consider how can you activate these donors to retain and increase them.

Need some help on how to work with your most dedicated, special, “just right” mid-level donors?