The Smart Communications Podcast Episode 188: How can you grow midlevel donors?
Jun 11, 2025
In this engaging discussion, Alia McKee, Principal at Sea Change Strategies, shares her expertise in fundraising and leadership coaching. She provides insights on understanding midlevel donors—those who contribute significantly yet often feel overlooked. Alia emphasizes tailored communication strategies and relationship building to enhance engagement and retention. She also highlights the importance of long-term planning over short-term gains, encouraging nonprofits to recognize the vital role these supporters play in their mission.
AI Snips
Chapters
Transcript
Episode notes
Understanding Mid-Level Donors
- Mid-level donors give significantly more than grassroots but less than major gift donors.
- They often get overlooked in communications, existing in a "fundraising purgatory."
Mid-Level Donor Profiles
- Mid-level donors segment into three groups: All Business, Engagement Seekers, and Hands-On Donors.
- Each segment has unique preferences for communication and involvement that nonprofits should tailor to.
Earthjustice’s Donor Sorting Hat
- Earthjustice uses a seven-part multi-channel series to identify engagement seekers and hands-on donors.
- Responsive donors enter a high-touch stewardship program, while others receive fewer solicitations but remain valued.