There's a lot of talk these days about midpoint donors, but who are they and where do you find them?
At Gabriel Group we define midpoint donors as those who give between $500 - $5,000 annually through some sort of broad-base solicitation. Unfortunately, this lucrative audience often falls between the cracks.
- Their potential has not been qualified.
- Traditional solicitations are not targeted towards their motivations.
- They fall below the radar screen of the major gifts team.
Gabriel Group has helped organizations across the country grow the ranks of their midpoint donors by 50% or more.
How?
We start with analytics. Midpoint donors are usually hidden among your current members and donors. Using proprietary analytic tools, we are able to identify these midpoint prospects and develop strategies - usually as an element within your annual fund - to maximize the potential of these donors.
CASE STUDIES
— National Educational Foundation
Working with one national educational foundation, Gabriel Group used analytic data to identify 4,000 midpoint donor prospects from a pool of 150,000 members. (For this group, midpoint donors were those who gave an annual gift of $1,000.) None of the midpoint prospects had given more than $100 to the organization in the past and most had no prior gift history.Special messaging and packaging was developed for a mailing campaign to these individuals. The effort was produced as part of the organization's ongoing annual fund to amortize the costs. The program generated almost 100 new $1,000 donors. It also produced many other new donors with gifts of $250 and $500. The average gift size from the entire 4,000 pool was $486.
— Homeless Shelter
A local homeless shelter used analytics to identify 8,000 individuals who were not considered major donor prospects but were believed to have a higher interest level and giving capacity than the organization's base of regular annual fund donors.Gabriel Group developed an end-of-year strategy for appealing to this pool of midpoint prospects with an ask of $1,000. One mailing generated 118 new $1,000 donors with many others giving at far higher levels than the average gift realized from the general year-end appeal.
Again, all but a handful of the midpoint donor prospects had no gift history with the organization at all. And, in both cases all midpoint gifts were generated with no face-to-face interaction and at minimal cost.
Could your organization use more $1,000 donors?
Contact Elsie Listrom CFRE, Vice President for Nonprofit Services, online or call
314-743-5710 to discuss how Gabriel Group can help your organization. Ask if you qualify for a free AEGIS donor base analysis.
