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Developing and Managing the Donor Experience for Mid-level Donors

December 15, 2011 - Program Summary

During the December 15 webinar entitled, "Developing and Managing the Donor Experience for Mid-Level Donors," Sondra Madison offered valuable insight and strategies in building support from mid-level donors. While the definition of a mid-level donor varies by organization, it is a category that should receive special attention in order to continue growing the annual fund and creating a pipeline of major gift prospects. It is vital to determine a donor's philanthropic interests and objectives, and the organization should then provide information to the donor based on those interests in order to promote a closer relationship with the organization. 

Organizations should also give donors the opportunity to ask questions and provide feedback. Donors at mid to high giving levels can be well informed about the organization, but they need to be further engaged to take their relationship to the next level. This can be achieved by developing engagement strategies that meet the interests and needs of the donors. Sondra recommends that when prospects are identified as having major gift potential, that they be passed on to gift officers to personalize contact and build a stronger relationship with the organization.