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By Ann Fellman
Nonprofit executives are under mounting pressure to secure reliable funding as inflation, shrinking grants, and rising demand stretch already limited resources. But amid the noise, there’s good news — charitable giving continues to grow. Charitable giving during 2024 hit a record $592.5 billion, according to “Giving USA 2025,” with individuals contributing 66%.
That’s not only encouraging; it’s proof that generosity remains strong. And for organizations seeking long-term sustainability, mid-level donors stand out with untapped potential: mid-level donors.
These donors — those contributing between $100 and $499 annually — are uniquely positioned to drive sustainable growth. These donors give consistently, stay loyal for years, and often deepen their commitment over time. According to Sea Change Strategies, 59% donate annually, more than half have supported the same organization for a decade, and nearly one-third have already made a bequest.
At a time when donor retention is falling — just 19.4% of new donors stick around according to data from the Fundraising Effectiveness Project — mid-level donors can be an engine of sustainable growth.
The future of fundraising is not about doing more with less. It’s about doing more with what’s most promising. Mid-level donors represent one of the most promising paths forward.
Jump Staring Reliable Growth
Recurring giving is one of the effective ways to create a predictable revenue stream that supports long-term sustainability. When mid-level donors commit to monthly giving, that consistency compounds into long-term impact. “Long-term planning” is the longevity of an organization and its funding stability. And when mid-level donors commit to monthly giving, that consistency compounds into long-term impact.
Supporters who give regularly tend to stay connected longer and contribute more over time, significantly boosting their lifetime value. Even small increases in recurring mid-level donors can yield exponential returns. For example, a nonprofit with 130 recurring monthly donors giving an average of $35 per month will earn:
- $54,600 during the next year
- $109,200 during the next two years
- $163,800 during the next three years
Imagine scaling that impact. If your organization increased its recurring donor count 10% from 130 to 143 — just by doubling down on engagement — your annual recurring revenue would jump to more than $60,000 without acquiring a single new donor.
This kind of compound growth means each new recurring donor doesn’t just contribute monthly. They contribute to long-term financial resilience. For fundraisers navigating economic uncertainty, this reliability can feel like a lifeline that smooths out the peaks and valleys of annual giving cycles.
Segment Your Mid-Level Donors
Many nonprofits already have mid-level donors within database. The key is identifying them and connecting with them in a way that demonstrates their value.
By leveraging existing data, such as giving patterns, engagement behavior, and communication preferences, nonprofits can effectively find and target potential recurring, mid-level donors.
While mid-level donors might not receive the same personalized attention as major donors, they still deserve a tailored approach. Insights from consumer trends support the need for segmentation that helps deliver personalized experiences. McKinsey research reveals that 71% of consumers expect personalized interactions from companies, while 76% feel frustrated when such interactions are lacking. Mid-level donors are no exception.
Fundraisers who segment their donors, regularly enrich the data, and personalize communications have seen donations grow by as much as 30%. This kind of data-driven engagement not only meets donor expectations it fuels revenue growth directly.
To deepen loyalty with personalization, you should:
- Identify donors with multiple small or moderate gifts. These donors are prime candidates for recurring giving programs or upgrade appeals.
- Flag donors who have recently increased their gift size, as it’s an early sign to cultivate the relationship further for more ongoing or increased giving.
- Track which campaigns or appeals mid-level donors have responded to and align campaigns to their interests (e.g., specific programs, urgent needs, or impact-driven campaigns).
- Share impact updates without tying them to donation requests to keep donors informed and appreciated.
- Track which mid-level donors are opening emails, attending events, or interacting on social media. High engagement levels often correlate with higher lifetime value.
- Segment donors by giving frequency and method — monthly, quarterly, annually, online, or workplace giving — for more tailored communication.
Effective segmentation helps donors feel recognized as more than just contributors. When treated as essential partners, mid-level donors often increase their commitment and giving.
Automate Meaningful Touchpoints
Many people misunderstand automation as impersonal. It enables fundraising teams to sustain meaningful relationships without missing crucial engagement opportunities when thoughtfully implemented.
When a donor first gives or begins recurring giving, you should use automation to send timely, tailored communications to welcome and thank their new donors. Fundraisers should start with a sincere thank-you, then follow up with a series highlighting the impact of a donor’s gift, introducing relevant programs, and setting expectations for ongoing engagement. This consistency builds trust.
Another opportunity for automation is to celebrate key anniversaries such as one year giving milestones and cumulative giving achievements. For example, when someone reaches $1,000 in total donations, recognition, such as a well-crafted email, can make donors feel like valued stakeholders. When a recurring mid-level donor has consistently given for 6 to 12 months, fundraisers can automate a gentle ask for donors to consider increasing their monthly gift. Even a small upgrade can have a large cumulative impact.
Automation ensures high-quality, consistent engagement for teams of all sizes that retains the warmth and authenticity supporters appreciate.
Deepen Engagement Through Storytelling
Mid-level donors want more than transactional updates. They’re looking for meaningful connection and to know their giving truly makes a difference. You can meet this need by anchoring their communication in storytelling. Rather than centering on the organization’s accomplishments, narratives that spotlight what donor support has made possible resonate more deeply.
To deepen engagement with mid-level donors, organizations can:
- Use powerful stories, images, and videos to illustrate the real-world impact a donor’s support enables. Highlight progress and transformation, not just metrics.
- Frame messaging around generosity and how it’s driving change. Emphasize what donors have made possible.
- Highlight testimonials from other donors to build a sense of shared purpose.
- Provide behind-the-scenes access to programs, staff, or outcomes through reports, videos, or events.
- Invite donors to share feedback, participate in surveys, or offer ideas to foster a two-way relationship.
Mid-level donors are more likely to deepen their commitment over time when they can see the tangible impact of their contributions and feel recognized as key enablers of success. Storytelling serves not only as a communication strategy but as a vital bridge to long-term support.
Final Thoughts: A Path To Sustainable Growth
Cultivating mid-level donors and building a recurring giving program is not just smart, it’s essential. This donor segment provides a steady, reliable revenue stream, positioning nonprofits to be more resilient and future-focused.
Success starts with leveraging data, not only to track donations, but to identify opportunity, personalize outreach, and deepen donor relationships. Mid-level and recurring donors, while not always the ones who make the largest or most visible gifts, are essential to every nonprofit’s future sustainability.
And for fundraising professionals doing the hard, often invisible work, it’s a reminder that sustainable revenue doesn’t require magic. It just requires intention, strategy, and care. When organizations invest in their mid-level donors they’re building more than financial stability, they’re nurturing a community of committed supporters who will fuel their mission for years to come.
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Ann Fellman is chief marketing officer at Bloomerang. Her email is ann.fellman@bloomerang.com
