Just launched: New report on maximizing midlevel donor value

March 10, 2025 by Alia McKee

Last year, our landmark study of nearly 6,000 midlevel donors provided insights into midlevel donor behaviors, motivations and giving trends. 

In this follow-up—we’re calling it a Mini Missing Middle—we interviewed fundraisers to see how their real-world experiences align with or diverge from the landmark study’s findings and how they are applying those insights in real-world settings to:

  • Increase retention and donor lifetime value
  • Leverage planned giving for long-term impact
  • Apply the Missing Middle Part IV behavioral segmentation of All Business Donors, Engagement Seekers and Hands-On Donors

Our deepest thanks go out to the following fundraising experts for sharing their experiences: 

  • Rebecca Kirkpatrick, Deputy Director, Outreach and Membership, Earthjustice
  • Kate Rhodes, Officer of Planned Giving Marketing, International Rescue Committee (IRC)
  • Tom Schloegel, Development Officer, Center for Science in the Public Interest (CSPI)
  • Denise Taylor, Director of Mid Level Giving, American Rivers

We hosted a live discussion with these outstanding fundraisers last week. Watch the video here.

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