Over the past two decades, nonprofit fundraisers have been busy birthing an entirely new genre of fundraising: mid-level donor fundraising. We’ve long had major gift officers and direct response teams. But now we recognize that there is a sweet and mighty group of donors in the middle who deserve special attention, too. In direct response, messages are “one to many”. Major gifts teams build success by communicating with donors “one to one” through personal visits and communications. But what happens to those donors in the middle? How are you talking with them? They are ready for a deeper relationship, but you can’t afford to send gift officers to visit them. Here are five ways to improve your messaging to these middle donors to strengthen relationships and drive increased giving:

1. It starts with a strong case for giving. You have to go a bit deeper with these donors and provide them more content. They think more like investors. They want to know: what’s the problem? how are you going to fix it? and how will my money help?
2. Sell the big vision. These donors are interested in making lasting change, and having a sustainable impact. So don’t just talk to them about this year’s work plan; help them see the big vision of what you are trying to achieve… cure cancer, end childhood hunger, permanently protect nature, and more!
3. Give them some perks, but not too loudly. Mid-level donors are people too. They like to feel special and get some special perks. But they don’t want it to sound like a quid pro quo.
4. You can’t share insider information if you don’t have it. Set up pathways for information flow so that you have access to insider and breaking news to share with these donors. This could be periodic meetings with the CEO or top program officers. Cooperate across silos with your communications, program and marketing teams.
5. Use peer-to-peer messaging. In today’s society, people are looking for connection. They want to meet people who care about the same things they care about. That’s why using a peer lift note or even sending emails or letters directly from an existing mid-level donor works really well. It helps donors see that ‘other people like me make gifts like this.’
6. Don’t be afraid of long letters or content rich packages. These donors are making bigger gifts, and they have more questions than a $25 donor does. Give them plenty of details about the threats and the solutions . . . and show them how their donations will help implement those solutions.

In closing, let me stress that conversations are an essential ingredient in great messaging. Talk to your program teams. Talk to existing donors. Talk to the people who benefit from your organization’s services. The inspiration you gain will translate to your copy for letters, emails, proposals, and more. To get a copy of our Top interview questions, send an email.