Missing Middle 2018: Just dropped

We just launched the 2018 follow up study to the Missing Middle: Neglecting Middle Donors is Costing You Millions.

Mid level fundraising has evolved dramatically in four years. Based on detailed data and personal interviews with fundraisers from 20 different organizations including the ACLU, Amnesty International, The Nature Conservancy, Friends of the Earth, WWF, MercyCorps and others, the study shows a transformation in how many organizations are talking about, prioritizing and, ultimately investing in midlevel donors.

Some highlights:

  • In 2014, few organizations had even one fulltime sta er dedicated to mid-level. Study participants now report having on average three full-time mid-level fundraisers.
  • In 2018 we’re seeing a giant leap in coordination between membership and major gifts. The tactical and cultural gap between direct marketers and major gifts officers has shrunk exponentially.
  • Tailored metrics including velocity – the measure of how quickly and by how much a donor is upgrading their giving — are a key elements of segmentation and upgrade strategies.

Find out what’s new, what’s now and what’s next. Download the report.