In this episode of The First Day podcast, host Bill Stanczykiewicz, Ed.D., is joined by Robert Osborne Jr., principal of The Osborne Group, to discuss the often-overlooked but crucial segment of mid-level donors. With extensive experience in frontline fundraising and consulting, Robert highlights the importance of mid-level gifts—typically ranging from $1,000 to $50,000—as a key driver of nonprofit sustainability. He emphasizes that while many organizations focus on small donors or major gifts, mid-level giving represents both an immediate revenue opportunity and a vital pipeline for future major donors.
Robert explains that mid-level fundraising sits between annual giving and major gift fundraising, combining the efficiency of direct marketing with the personal touch of relationship-building. Instead of treating these donors as a faceless giving club, nonprofits should integrate personal engagement strategies such as small events, direct outreach, and annual touchpoints. He advises organizations to identify potential mid-level donors through data analysis, wealth screening, and past giving behaviors. By strategically upgrading donors from smaller gifts to mid-level contributions, nonprofits can significantly grow their fundraising revenue over time.
The conversation also explores the critical role of stewardship in mid-level giving. Research shows that most major donors first give at a mid-level before making a larger commitment. Robert stresses that effective stewardship isn’t just about gratitude—it’s about demonstrating impact. Donors need to see how their contributions make a difference, or they risk disengaging. Without intentional stewardship, mid-level donors may stagnate or stop giving altogether, limiting an organization’s potential for long-term financial growth.
The episode concludes with practical advice for fundraisers navigating internal pressure to focus solely on major gifts. Robert argues that mid-level fundraising is an essential investment, offering both short-term financial gains and long-term donor development. By using data to illustrate return on investment and retention improvements, fundraisers can make a compelling case to leadership. Bill and Robert emphasize that all donors, regardless of gift size, deserve attention and cultivation—because a strong mid-level giving program fuels both current success and future philanthropy.