A lot of nonprofits are sitting on an untapped goldmine, and they don’t even realize it.

Mid-level donors (those loyal givers who fall between your broad-base annual donors and your major donors) are often the most overlooked segment in the entire fundraising strategy. They give consistently, they stay engaged, and they tend to deeply believe in your mission. Many of the strongest major donors started right here.

And yet, in a past AmPhil survey, we found that only 47% of nonprofits have a donor club or giving society designed to engage mid-level donors. More than half of organizations are missing out on one of the most reliable engines of long-term revenue growth.

Meanwhile, organizations that do invest in mid-level donor relationships raise 164% more in contribution revenue.

That’s transformational.

Why Mid-Level Donors Matter More Than You Think

Mid-level donors represent something uniquely valuable: they have both demonstrated commitment and the potential to grow.

National giving research shows that donors respond to stronger relationships with increased loyalty and higher giving levels.

This segment is often full of donors who:

• Give reliably and generously year after year

• Show strong alignment with your mission

• Have the capacity to increase their giving

• Are primed to become major donors if cultivated well

But this progression doesn’t happen automatically. It happens when nonprofits intentionally build meaningful relationships.

If you aren’t engaging this group, you aren’t just missing a big fundraising opportunity; you may also be losing donors who would have gladly deepened their partnership with your organization.

The Missed Opportunity: Leaving Revenue (and Relationships) on the Table

Many organizations treat giving as binary: annual donors on one side, major donors on the other. But the path between them is where some of the most important relationship-building happens.

Without a structure like a mid-level donor program, donor society, or meaningful stewardship plan, you risk:

• Donors plateauing instead of growing

• Losing donors who feel unseen

• Missing the early signs of major donor potential

• Leaving substantial revenue on the table

Mid-level donors don’t want to be sold to, but they do want to be known. Starting with a small, consistent relationship-building can lead to outsized returns.

What an Effective Mid-Level Donor Strategy Looks Like

If your organization doesn’t yet have a plan for engaging mid-level donors, the good news is that building one doesn’t have to be complicated. A few intentional steps can dramatically strengthen this group of givers.

Here are key elements to consider for better donor engagement:

1. Create a Mid-Level Donor Club or Giving Society

This is the foundation of a strong donor program. But many groups miss out here. When you start a special society just for mid-level donors, you help them feel like they really belong and matter to your organization. They see exactly how their gifts make a difference.

A good donor club helps these supporters feel recognized and important, and also shows them the real impact they have. When you create this kind of community, your mid-level donors feel more connected, want to stick around, and are more likely to become major donors in the future.

2. Personalize Communication

Mid-level donors don’t need the same amount of attention as major donors, but they do need more than just getting pasted into your regular automated email list. These donors feel special when you reach out to them in ways that feel personal and real.

For example, you might write them a quick thank-you note by hand, give them a short phone call to share something new about your mission, or send them a letter that explains exactly how their gifts are making a difference.

These actions don’t have to take a lot of time, but they should show each donor that you really know and appreciate them. 

For further reading on personalization: 5 Easy Ways to Personalize Your Donor Letters

3. Offer Meaningful Access

This doesn’t mean fancy dinners or big parties. It’s about giving donors simple ways to feel close to your work, like:

• Small tours where people can see your mission in action and meet the people you help
• Online meetings, like webinars, where leaders talk about what’s happening at your organization
• Letting donors hear from staff who share real stories about the good things donations are making possible

4. Highlight the Path to Greater Impact

Many mid-level donors want to do more. Sometimes, it’s not that they don’t care. It’s that they need to see a simple, exciting picture of how their bigger gifts could help.

When you show these donors exactly how their extra support could grow a program, help more people, or start something new, they start to see how important their giving really is.

As soon as they understand that their increased gifts make a real difference for your cause, they are much more likely to give more and become a major donor.

Related reading: Major Gifts Fundraising: A Guide to Major Donor Strategy

5. Track Donor Growth Indicators

You can use simple ways to track which mid-level donors might become major donors, like noticing if they start giving more money, give more often, or get more involved with your leaders.

Watching these things over time helps you see who is sticking with your organization and who wants to make an even bigger difference. If you keep paying attention to these signs, you can reach out and build stronger connections with the people most likely to become your biggest supporters, helping your nonprofit grow.

Questions Every Nonprofit Should Be Asking

• Are we intentionally cultivating donors who give between $X and $Y?

• Do we have a donor club or giving society that resonates with this group?

• Do mid-level donors receive communication that reflects their level of commitment?

• Can we clearly articulate the impact of growing their support?

• Are we tracking indicators that signal major-donor potential?

If the answer is “no” or “not really,” then you may be missing one of the most cost-effective revenue growth opportunities available to your organization.

Conclusion

Mid-level donors don’t represent “nice-to-have” revenue. They are one of the most strategic investments an organization can make.

They are loyal. They are committed. And with thoughtful cultivation, they often become the transformational donors who carry your mission forward for many years.

If your organization hasn’t built a plan for mid-level donors, now is the time to start.

For support in designing or optimizing your strategy, learn more about AmPhil's development and fundraising services here.