Perception is Driving the New Reality in Mid-Value Giving
With the global transition to post-pandemic fundraising and the new stresses and challenges that come with this next phase of the journey, all of us at Blakely are reflecting on just how generous and supportive mid-value donors have been during this period. We have seen record numbers of donors move up to mid-value giving or give at that level for the very first time. Our insights revealed that average gifts were at an all-time high in 2020, and that digitally-led campaigns inspired people to do more for the vital causes we all work for.
We were already seeing real shifts in the strategies needed to better engage and support mid-value growth in our programs prior to the pandemic. Then in 2020 and 2021, teams were just trying to raise money and keep up with demands and needs driven by an ever-changing pandemic.
As we move through 2022, our focus is on engaging new donors who joined programs during COVID-19 along with a continued focus on renewal and growth specifically in mid-value giving.
Supported by new research and insight, we have developed a better understanding of what mid-value donors need, how their needs have changed, and what insights and strategy we can employ to retool our approaches to engagement. Our focus in the research was on core mid-value donors — not major gift-level transformational donors but the valuable, highly engaged and supportive people who have made much of the growth possible over the past two years. Some big learning opportunities exist to better understand the needs of our mid-value donors and further the connections already established. This latest information has allowed us to retool our approach for the next phase of engagement.
We are excited to share our thoughts and insights so you can ask yourselves the important questions that will help you build great strategy and deliver amazing donor experiences to your mid-value donors in 2022 and beyond!