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This was a quick presentation for the AFP Suncoast chapter luncheon in October 2010. It describes a quick and easy visual aid to create a donor pyramid and find your mid-level donors. Also discusses matching theory with reality in your approach to fundraising for this group.
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Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 1Identifying Your “Middle Child” Donors
Jennifer J. FillaPresident
Aspire Research Group LLC
www.AspireResearchGroup.com
19 October 2010
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 2
Answers to…
• What do mid-level donors look like?
• How can I find them?
• Once I find them, what do I do with them?
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 3
Characteristics of Mid-Level
• Loyal pattern of giving – give 60% of the time or more
• Over time (5 years or more) giving increasing amounts
Also affinity…•Volunteer•Event attendance•Consumer/participant
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 4
Donor Pyramid
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 5
Your Donor Pyramid
Devereux Foundation 2008 Annual Fund Donors
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 6
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 7
Theory, meet Reality
• What giving triggers a personal touch in your organization?
• What communications do your donors receive?
• How do you qualify your donors to give at various levels?
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 8
Finding Your Middle Children
• Should be able to squeeze some of the $1,000 to $2,500 donors up to the next level
• The $5,000 and $10,000 levels might yield some great major gifts
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 9
What needs to change?
• Is your personal touch much higher than the mid-level donors you want to grow?
• Do you target your communications cost for the level of giving?
• Do you ask your mid-level donors for smaller gifts than they are giving?
• How will you qualify mid-level for higher giving?
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 10
Name Address House Value House Score Occupation Occ Score Total Score
Joy James Naples $3,000,000 3 doctor 2 5
Scoring Legend
House Value >$1m=3 $500k-$1m=2 <$500k=1
Occupation Owner=3 Exec/prof=2 Other=1
Idea for Qualifying Donors
This is prospecting and businesses do it all the time!Get an intern with a major in:•Business and/or marketing•Statistics or researchAnd tell them to keep it simple so YOU can do it again
Find this at zillow.com Find this at Google or Pipl.com
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 11
Some simple strategies
• Highest rated for wealth plus 1-2 affinity indicators
• Plan a strategy over a year for upgrade
• TRACK IT! Mark the records.
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 12
In Review…
• What do mid-level donors look like?
• How can I find them?
• Once I find them, what do I do with them?
Identifying“Middle Child”
Donors
Presented on10/19/2010
Page 13
A copy of this presentation will be available at:www.afpsuncoast.org > Education > Downloads
www.AspireResearchGroup.com
by Jennifer J. FillaPresidentAspire Research Group, LLC727.231.0516jen@aspireresearchgroup.comwww.AspireResearchGroup.com
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Identifying Your “Middle Child” Donors
