Ahead of the Fundraising Forum, Ruth Wicks shares some fundraising tips based on new Australian research into mid-level donors.

Mid-level donors are no longer a forgotten middle child for fundraisers.

For too long, middle donors have been just like a middle child; largely ignored, forgotten and falling in the gap between the high achieving and demanding ‘first born’ and the needy and frustrating younger sibling.

And yet the tide is turning. Over the past few years, as traditional fundraising methods have continued to get more expensive and less reliable, charities have become increasingly focused on how to identify, retain, upgrade and acquire mid value donors.

And yet, what do we really know about this exceptionally committed group of our supporters?  Answer? Not much!

Learn what makes mid-level donors different at the Fundraising Forum

Ruth Wicks, Senior Consultant at More Strategic, will present unique Australian research into the motivations, needs and drivers of mid-level donors and what makes them different to other donors at the 2019 Fundraising Forum on 21-23 August. Click here for more information and to register.

That’s why we, at More Strategic, alongside a bunch of nine forward-thinking Australian charities, have come together to conduct a piece of research to find out more about Australian middle-value donors and to get answers to questions, such as:

  • Who are they and what makes them different?
  • What motivational segments exist across mid-value donors?
  • How do they feel about charities?
  • How do they make decisions around who and how much to give? What influences this?
  • How do they feel they are treated?
  • What needs to change to secure increased income in the future?
  • How to nudge and influence donors to uncover middle donor propensity

This research built upon insights from three large surveys, which tested a block of middle donor specific questions, and consisted of over 40 in-depth interviews with donors and a follow up quantitative survey sent to over 20,000 donors. And the results are in!

At the Fundraising Forum I, alongside one of our charity partners, will reveal the findings and implications of this research; sharing anecdotes, quotes and quantitative evidence and statistics to demonstrate how we need to treat these donors differently if we are to fulfil their true potential.

You will leave understanding how these donors think, what they need and how you need to change your communications, messaging, strategies and thinking to engage this valuable and pivotal group of donors.

Here are a few top tips to get you started;

  1. Middle donors see through our marketing tactics and hate them. Reserve these strategies for your lower value donors and treat these donors with the respect they’re due
  2. These donors don’t see themselves as special, different or particularly generous – they are fortunate and simply want to give back
  3. Mid-level donors want to give to transformative change that will live on past their lifetime
  4. These donors don’t need convincing. They believe in you. They trust you. Show them respect and make them part of your inner circle.

Want to know more? There is a lot more to know, I promise, and you’ll hear it in my session at the Fundraising Forum.

Ruth Wicks, Senior Consultant at More Strategic, will present unique Australian research into the motivations, needs and drivers of mid-level donors and what makes them different to other donors at the 2019 Fundraising Forum on 21-23 August. Click here for more information and to register.

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