This document discusses strategies for strengthening mid-level donor engagement. It notes that many organizations focus fundraising efforts on annual gifts and major gifts but neglect mid-level donors, creating a "giving gap". The document outlines benefits of dedicated mid-level strategies and provides examples of what such strategies may include, such as personalized communications, events, and impact reports. It also stresses the importance of using donor data and analytics to inform tailored multi-channel outreach and establishing metrics to measure strategy effectiveness over time.

1. 1
Mid-Level Donor Stewardship -
Fixing Your Hourglass or Sombrero
Shaped “Pyramid”!
Lynne M. Wester
Yeshiva University

2. Road Map
 Understanding the Giving Gap
 Benefits of Mid-Level Strategies – What’s in it
for you!
 What’s a Mid-Level Strategy Look Like
 Visualizing the Future: Evidence for Success
 Questions?

3. The Collapsed Giving Pyramid
Annual Fund
Major Giving
What’s Missing?
No real focus on mid-level donors
The Giving Gap

4. What is your shape?

5. Donor Relations
Stewardship and
Impact reporting
Acknowledgment Recognition Engagement
Retention
Growth Influence
Nondonors

6. • Donor Intelligence Driven
• Multi-Channel & Truly Integrated
• High Tech
• Highly Personal
• Appropriate ROI Measurements
What Mid-Level Strategy Looks
Like

7. Determining Interest
PASSIVE DATA vs ACTIVE
DATA

8. 1. Analyze current situation
2. Identify Mid-Level potential and donor interest
3. Develop Mid-Level strategies
4. Establish timelines and measures of success
5. Creating Accountability
6. Make the Case; Create win-win
7. Refine for the future
Implementation Plan Steps
Changing the Culture

9. Calendar Approach
• 9/ Thank You postcard
• 10/ Hanukkah Dinner Invite
• 11/ Thank A Donor card mailed
• 11/ Send email invite to YC play 1776
• 12/ Mail Hanukkah postcard/museum invite
• 1/ email invite to private screening of "Footnotes"
• 2/ Soy Seforim Sale invite
• 2/ Purim Postcard with recipe for hamentashen
• 3/ thank a thon
• 3/2 Scholarship Reception invitation
• 4/ Scholarship impact piece mailed
• 5/ Invitation to commencement mailed
• 6/ end of FY thank you postcard
• 8/ Calendar with student art work

10. Tips and Tricks
• Everything starts with data – validate assumptions
• Data informs strategy
• Don’t get distracted by “shiny” tactics
• Begin with the end in mind
• Set appropriate metrics for success in the start
• Continuously measure and tweak ideas and efforts
• Repurpose content but with unique spin for each segment
• Personalize everything for the individual – no excuses!
• Don’t be afraid to let go and be transparent once framework exists

11. Examples

12. Examples

13. Examples

14. Examples

15. Examples

16. Examples

17. Questions? Comments
• Lynne Wester
• wester@yu.edu
• www.donorrelationsguru.com
• Friend me on Facebook
• Follow me on Twitter @donorguru