Missing Our Mid-Level Donors

In this data-packed and donor-loving episode of The First Day from The Fundraising School, host Bill Stanczykiewicz, Ed.D., welcomes Mark Rovner, JD, Founder of Sea Change Strategies to uncover the goldmine hidden in plain sight: mid-level donors. Nope, not the cast of that sitcom based in Indiana, but the generous souls giving between $1,000 and $10,000 annually who somehow manage to be both incredibly loyal and woefully neglected. Mark unpacks 12 years of research, including the most recent Missing Middle study, revealing that while mid-level donors represent just 1% of a typical donor file, they generate a whopping 30% of fundraising revenue. So who are these mysterious middle givers? Demographically, they’re mostly women, average age 68, overwhelmingly white, and boast net worths north of $1 million. They’re twice as likely as average Americans to volunteer, often have multi-decade giving histories, and more than half plan to leave bequests. But here’s the kicker: most nonprofits still don’t have a formal strategy, or even one staff person, dedicated to nurturing these donors. "There’s no playbook," Mark laments, "and that’s the problem." Rovner and his team have cracked the mid-level code with a psychographic playbook that splits these donors into three distinct segments: “All Business” (set-it-and-forget-it types), “Hands-On” (already engaged to the hilt), and the coveted “Engagement Seekers” (the folks who actually want more from you, and might even increase their giving if you ask nicely). The trick? Behavioral cues like email open rates, event RSVPs, and a good old-fashioned survey. Bill and Mark wrap things up with a call to action that’s part love letter, part strategic roadmap: take stock of your donor pyramid, segment thoughtfully, and assign someone to mid-level stewardship. Because when nurtured properly, these donors don’t just stick around, they step up, give more, and even leave a legacy. As Mark puts it, “Stewardship at scale” is the way forward. If you’re ready to stop missing the middle, the full report is available for free at Sea Change Strategies. And remember, if you're still chasing only major gifts or blasting your annual fund, you're leaving real money, and meaningful relationships, on the table.