What should be at the top of the donor pyramid?

August 16, 2024 by Alia McKee

More than half of midlevel donors have either made a bequest to a charity (31%) or are in the planning stage of doing so (23%).

That’s one finding that caught my eye from Sea Change’s recent study of midlevel donors — The Missing Middle: Part IV, which represents insights provided by nearly 6,000 midlevel donors representing 36 non profit organizations.

Further, only 13% of the sample say they have made a past gift of $10,000 or more. And looking to the future, only 10% of these donors say they intend to increase their donation in the coming year.

Many organizations see their midlevel programs as a stepping stone into major gifts. But this study suggests that midlevel should be a pipeline into planned giving instead.

Maybe the traditional donor pyramid needs a rethink?

Donor Pyramid Rethink
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