Last week I wrote about two words that I think are misused: prospect and annual (as in annual fund). We have had some interesting and thought-provoking comments from our Passionate Giving family, all of which we welcome and appreciate. Now, I am going to talk about the annual fund.
The whole goal of the mid-level program is to Keep, Lift and Move as many donors into major gift programs as we can. Having said all that, here is what we’ve learned…
If a mid-level donor program going to be successful, you need to bring together all the departments in your organization to make it work. It’s necessary because it works.
If you succeed at moving a high-capacity general donor into the major donor category, your general donor program “loses” one of its very best donors. Of course, you aren’t losing anything at all, and it’s not a problem – it’s a major victory for your nonprofit.
If your major gifts and direct-response can come together and figure out the middle donor situation, each of you will have much stronger programs.
By cultivating and stewarding mid-level donors in a more one-to-one manner, we can reduce attrition and move more donors, creating a faster pipeline into major gifts.