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Lisa Miller answers five key questions every fundraiser should ask before starting a mid-value donor program.

First published Feb, 2020

The first time I managed a mid-value program was in 2007 at the NSPCC in the UK. An extensive piece of research on mid-value donors had just been published and mid-value programs seemed to be the next big thing. But, despite clear evidence of the value of these supporters, many programs seemed to struggle or fail to get off the ground. I’ve worked on several mid-value programs since then. While I’ve got a lot right, I’ve also made some mistakes along the way. Here are some of the questions I wished I’d asked when I was starting out and the answers I wished I’d had.

Do I really need a mid-value program?

If you’ve got a successful individual giving program, with a diverse portfolio of offers supported by a broad mix channels, you may not see the immediate need to add a mid-value program. But don’t wait until things get difficult.

If you’re budgeting for growth or even to maintain net revenue…
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