Here’s a question. “How can non profits invest more in middle donors  when there’s simply no more money to invest?”

The short answer. Stop doing something else and invest that time and money in middle donors.

I was on a webinar hosted by the fantastic Justin Perkins at Care 2 discussing the Sea Change Missing Middle  study last week and this great question popped up.

With new donor acquisition rates falling every year since 2005 and donor retention rates hovering around 25%, non profits must focus on their middle donors. They are your most committed donors — the ones who will be upgraded and retained at higher rates than any part of your donor file.

If you have to choose, take 40% of the time and expense you are dedicating to low-dollar acquisition and put it on your middle donors. You’ll reap the long-term value award. I promise.