Why You Can't Afford to Ignore Mid-Level Donors Any Longer

There’s a lot of anxiety out there right now. I’ve had more conversations this year than I can count with non-profit leaders and fundraisers who are worried about donor retention, flat revenue, and shrinking teams. I get it—this is a tough time in our sector.

But here’s something I want you to hear clearly: you are not powerless. In fact, when you put the right systems in place and focus on building real relationships with your donors, you can create sustainable growth, even in the middle of all this uncertainty. And nowhere is that clearer than in mid-level giving.

At Veritus, we have recent analysis of client results in mid-level programs. And let me tell you: the results are incredibly encouraging. Across the board, we’re seeing consistent revenue growth and a steady flow of donors moving into qualified major gift portfolios. Why? Because we’re helping organizations implement a smart, disciplined structure that actually honors the donor.

Here’s what that looks like:

Structure. Every Mid-Level Officer (MLO) manages a portfolio of 500–700 donors, tiered into A, B, and C levels based on giving behavior and engagement. That portfolio is worked through a one-to-some model—intentional touches that scale personal connection.

Communication. Each tier receives a 12-month strategy of 6–8 thoughtful, relational touches layered on top of your direct-response program. These include personalized thank-yous, impact reports, targeted solicitations, and touch points that say, “We see you. You matter.”

Collaboration. MLOs work in tandem with direct response, major gifts, and even planned giving. Everyone’s aligned, and donors move through the pipeline seamlessly—with clarity about who’s engaging them, and where they belong.

Accountability. Our team meets weekly with client MLOs to focus on strategy, troubleshoot donor moves, and make sure they're supported and encouraged. It’s about giving them the structure and feedback they need to succeed.

What does all that effort get you? For our clients, we’re seeing not only year-over-year revenue growth in mid-level portfolios, but also that 3–3.5% of those donors are being moved into qualified major gift caseloads. And that’s a game-changer. Why? Because they’re already qualified, already known, already cultivated. That’s a much more efficient and effective way to build your major gift program than having MGOs spend their time chasing down unqualified leads.

Compare that to the typical 0.2–1.2% of donors who move up on their own when there’s no mid-level strategy in place. The difference is night and day.

So yes, it’s a hard time right now. But you don’t have to settle for decline or stagnation. When you invest in mid-level and do it the right way—with discipline, strategy, and heart—you’ll not only see increased revenue, you’ll build a healthier, more sustainable donor pipeline.

If you haven’t gotten serious about mid-level yet, it’s time. No more waiting. The opportunity is right in front of you.

— Jeff

PS – If you want to know what kind of potential is sitting in your donor file right now, start with our free Donor File Assessment. It’s a powerful, eye-opening tool that can help you see exactly where to focus. [Start your assessment here.]

PPS – If you want to talk about what’s working and how we can help your team grow mid-level revenue the right way, you can grab a call with my colleague Amy. [Book time with Amy here.]