NEW RESEARCH: Beyond the Middle: New Expectations and Opportunities in Mid-Level Giving

Mid-Level Giving Needs a Reset

As finding new donors becomes harder and more expensive, and fewer people are giving, the data is showing that mid-level donors now drive much of the growth. Their gifts outpace smaller donations at most organizations, and they remain engaged longer. In today’s changing fundraising world, these donors provide stability, growth and long-term value.

Despite this evidence, mid-level giving is often not clearly defined or fully developed as a standalone strategy. Many organizations use outdated models to manage mid-level donors, which no longer fit modern giving behaviours. Sometimes these donors get too much attention through resource-heavy approaches, or too little via standard programs that miss opportunities. Too often, they’re just seen as a step toward major gifts, not valued as their own audience.

The consequence is not just inefficiency, it’s lost opportunity.

This paper demonstrates why mid-level giving represents the biggest opportunity in fundraising today and calls for a fundamental rethink of how it is defined, valued and developed.

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