Go with the Flow: Embracing Change to Grow Your Mid-Level Program

Presentation Summary: Mid-level donors may represent a small percentage of your donor files, but they bring in a significant percentage of revenue for nonprofits.

American Rivers recognized that our mid-level program was not fulfilling its potential; we had an unwieldy and complicated program, with a small but dedicated and engaged base. To strengthen and expand our program while being more inclusive and welcoming to new donors at that level, we had a vision for how the new approach could better reflect the organization’s culture and new strategic plan.

Join us for this invaluable session where we’ll reveal takeaway lessons you can use to build your organization's mid-level program through a holistic “ground-up” strategy focused both on donors already giving at mid-level and the pipeline bringing in higher value donors with greater potential. You’ll discover how American Rivers re-evaluated and developed a new, streamlined, goal-oriented, and integrated mid-level strategy using quantitative and qualitative data to drive growth that you can duplicate for your organization by:
 Assessing the entire membership and mid-level program from top to bottom to determine what is already working well and what adjustments could help maximize personal outreach and automation
 Integrating a two-track mid-level program into one streamlined program
 Making strategic changes to new donor acquisition to feed the pipeline with quality new supporters
 Creating a multichannel track for “diamond in the rough” annual members for upgrade opportunities
 Reimaging and mapping out how, and when, mid-level supporters are stewarded and solicited