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Cultivating Mid-Level Donors
Emma Kieran, Vice President, Fundraising and Development, Orr Associates, Inc. (OAI)
2014 Nonprofit Empowerment Summit
Giving It Our All!
CULTIVATING MID-LEVEL DONORS
Presented by Emma Gilmore Kieran
RAFFA CONFERENCEJUNE 3, 2014
Agenda
Mid-level Donor (MLD) Overview: Who Are They?
Top 5 Program Necessities Program Benefits Group Discussion 30 Day Plan Q&A
MLD Overview: Who Are They? Most Committed and Loyal
Donors Ripe for retention Believe in your cause Strong upgrade potential
Significant Income PotentialDonors @ $1k - $10k
1% of Donor
Population
1/3 of $ Given
Top 5 Program Necessities
Leadership
Capacity
Staff Bandwidth Anti-
silo Structu
re
Meaningful Content
Time to
Evaluate
Program Benefits
ROI
Tap into income
potential
Increase retention
Tailor program to needs
Create Your 30 Day Plan
WEEK ONE Grade your organization on the 5 program strategies Get buy-in from key leaders
WEEK TWO Choose one or two items for immediate change Commit to execution and design reporting structure Look at costs and staffing
WEEK THREE Devise plan for second tier changes Work within3-month timeframe
30 Day Plan
WEEK FOUR Devise a 6- to 12-month plan for costly
changes
ONGOING Be patient Report out often Create metrics
Mid-Level Donor Prospect Matrix
Touch
Effort
Tier % of Effort and
Investment
Strategy Cultivation and Solicitation Approach
Desired Outcomes
High
Touch
High
1 50% Very Personal Strategic Moves
Upgrade to Major Gift Donor
Medium
2 30% Upgrade to Tier 1 Donor
Low
3 20% Less Personal
Tactical Moves Upgrade to Tier 2 Donor
More Information
http://seachangestrategies
.com/missing-middle/
Q&A18
Thank You!19
Contact Info:
Emma Gilmore KieranVice President, Fundraising and
DevelopmentOrr Associates, Inc.
