The Missing Middle: A Cross-Vertical Study
 of Midlevel Donors

In this report, you get to hear directly from nearly 6,000 midlevel donors. They share what motivates them to give, what keeps them engaged, and what might encourage them to increase their support.


Some Key Findings

  • At a time of tumult and uncertainty in fundraising, midlevel donors appear to be foundationally strong.
  • Midlevel donors remain attached to old ideas about non-program spending (with a notable generational exception).
  • Using segmentation analysis, we identified important behavioral and attitudinal differences within the midlevel donor universe that divide them into three distinct cohorts. In this report, we explore the makeup of these three groups and why profiling donors matters.

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    Insight 1: Meet the Profiles

    All Business Donors

    are notably uninterested in additional engagement opportunities.

    all business character

    Engagement Seekers

    are most open to increasing their giving.

    engagement seekers character

    Hands-On Donors

    are more likely to be volunteering, fundraising or serving as Board members.

    hands on character

    See why profiling your midlevel donors matters.

    Read All the Insights

    Insight 2: A Look into Generational Cohorts

    Xers in the study look more like Boomers when comparing their largest donation to a single group. But, like Millennials, they care about having a personal connection to the organization.

    Learn more about each generational cohort.

    Read All the Insights

    insights 2

    Participating Organizations

    This study would not be possible without the trust and support from the following participating organizations. Thank you!

    • The ACLU
    • All-Options
    • American Friends Service Committee
    • American Rivers
    • Amnesty International
    • National Audubon Society
    • Best Friends Animal Society
    • CARE
    • Center for Reproductive Rights
    • Cystic Fibrosis Foundation
    • Disabled American Veterans
    • Easterseals
    • EDF
    • Fòs Feminista
    • Free Press
    • Global Communities
    • Human Rights Campaign
    • Christopher & Dana Reeve Foundation
    • The Marine Mammal Center
    • MAZON: A Jewish Response to Hunger
    • Minnesota Zoo Foundation
    • The Nature Conservancy
    • No Kid Hungry
    • NRDC
    • Palos Verdes Peninsula Land Conservancy
    • Planned Parenthood of the Rocky Mountains
    • Planned Parenthood of Greater Texas
    • Planned Parenthood Federation of America
    • Rainforest Foundation US
    • Save the Children
    • Sierra Club
    • Texas Freedom Network
    • The Trevor Project
    • Women’s Refugee Commission
    • WWF
    • YIMBY Action