3. Agenda
Mid-level Donor (MLD) Overview: Who Are
They?
Top 5 Program Necessities
Program Benefits
Group Discussion
30 Day Plan
Q&A
4.
5.
6. MLD Overview: Who Are They?
Most Committed and Loyal Donors
Ripe for retention
Believe in your cause
Strong upgrade potential
Significant Income Potential
Donors @
$1k - $10k
1% of
Donor
Population
1/3 of $
Given
7.
8. Top 5 Program Necessities
Leadership
Capacity
Staff
Bandwidth Anti-silo
Structur
e
Meaningful
Content
Time to
Evaluat
e
13. Create Your 30 Day Plan
WEEK ONE
Grade your organization on the 5 program
strategies
Get buy-in from key leaders
WEEK TWO
Choose one or two items for immediate change
Commit to execution and design reporting
structure
Look at costs and staffing
WEEK THREE
Devise plan for second tier changes
14. 30 Day Plan
WEEK FOUR
Devise a 6- to 12-month plan for costly changes
ONGOING
Be patient
Report out often
Create metrics
15. Mid-Level Donor Prospect Matrix
Touch Effort Tier % of Effort
and
Investmen
t
Strategy Cultivation and
Solicitation
Approach
Desired Outcomes
HighTouch
High
1 50% Very
Personal
Strategic Moves
Upgrade to Major
Gift Donor
Medium
2 30%
Upgrade to Tier 1
Donor
Low
3 20%
Less
Personal
Tactical Moves
Upgrade to Tier 2
Donor
19. Thank You!
19
Contact Info:
Emma Gilmore Kieran
Vice President, Fundraising and Development
Orr Associates, Inc.
ekieran@oai-usa.com
202-719-8056
Notes de l'éditeur
Start/EGK intro
2 minutes
Time allowed: 75 mins
Attendees: 40, CEOs/EDs/VPs, etc
2 minute
Survey re who is in the room – CEO, VP, CDO, etc.
3 minutes
-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?
2 minutes
2 minutes
Lackluster treatment
MLD=middle child
Neglect leads to reduced retention and inadequate major donor pools
5 minutes
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
3 minutes
10-15 minutes
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
2 minutes
-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
1 minutes
How much will this cost?
What is the ROI?
Will I have to give it time?
Is more staff required?
etc.
3 minutes
3 minutes
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)