Increasing revenue from mid-level donors is no magic trick. Making donors feel heard is the key to making money appear. But, where should you start?
Presenters of “Mid-Level Magic: How to Conjure Upgrades From Your Mass Market Donors,” a session at the recent Bridge to Integrated Marketing Conference in National Harbor, Md., addressed the ways nonprofits can make donors feel heard. Lisa Maska, CFRE, partner at Lautman Maska Niell & Co. and Josh Adler, director of individual giving at The Actors Fund of America, outlined ways that fundraisers can engage with their mid-level donors through a case study surrounding the Actors Fund:
* Using a mini proposal format used to drive upgrades for specific program needs allowed the Actors Fund to beat the revenue goal by 69 percent in addition to garnering 42 gifts of $1,000 or more totaling $98,000
* Creating a capital campaign naming opportunity with opportunities at $300, $2,500, and $10,000 price points allowed donors to raise their hands and create a lasting connection between donor and organization.
* Benefits as a way of engagement are a strong method to motivate mid-level donors.
* Shifting conversations with donors from a transactional membership to focusing on donor-centric philanthropy makes donors feel more involved and that they have an opportunity to making a lasting difference through a major gift.
* Above all, pay attention to your donors and do not be afraid to try a new approach if something is not working.
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