What Do Mid-Level Donors Really Want?

Presentation Summary: Mid-level donors are the backbone of many of our donor files. The last study exploring the preferences and attitudes of these valuable donors was conducted by Sea Change and Edge research in 2008, and much has changed in 15 years! We thought it was high time to take a fresh look at the mid-level universe through the eyes of the donors themselves.

So, join us for this session, where we’ll present critical conclusions from a survey of nearly 6,000 mid-level donors drawn from more than thirty-five different organizations. In addition, representatives from two of the participating groups will discuss the specific implications of the study for their mid-level programs.

Some of the survey topics you’ll explore include: motivations and barriers to mid-level giving; what causes a mid-level donor to stop giving; and what motivates a second gift. What kind of stewardship treatment do mid-level donors expect? What is the role of donor-advised funds and planned gifts? What are mid-level donors’ digital habits and attitudes?

And that’s just a few of the categories we cover. You’ll hear about reaching the younger donors and other demographic details learned from the survey as well.