Without question the most neglected area of fundraising — after retention — involves mid-value or mid-level giving. Organizations are leaving millions and millions and millions on the table.

Lots of folks talk about the need to launch a mid-level program with all the good intentions in the world. But few actually do anything to get a program aimed at the $250 – $5,000 giving level underway.

In my experience a good deal of reluctance to act revolves around the difficulty of identifying the mid-level or mid-value audience on an organization’s file. Other concerns go to the optimal creative, and the offer itself. And often silo warfare between ‘Development’ and ‘Fundraising’ gets in the way.

This Wednesday, June 29 from 1:00 to 1:30 pm ET, our sister company DonorTrends will host free webinar titled,  Grow your Mid-Level Program in 30 minutes.

The hosts, Caity Craver, CEO of DonorTrends and Heather McGinness, Account Executive of Meyer Partners, have set a goal of providing participants with an action plan to assess, identify and engage prospective mid-level donors.

Among the topics: “3 vital signs to track the health of a mid-level program; a simple formula to calculate your organization’s mid-level dollar range; a case study highlighting proven strategies to increase upgrades.

Can’t make it on June 29^th? No problem. Register now and watch the webinar on-demand as many times as you wish.

In addition to the DonorTrends take on Mid-Level Audience selection, I’m hoping lots of Agitator readers will want to enrich their knowledge of mid-level or mid-value programs. Whether you’re a large or small organization, this is the most overlooked, under-appreciated opportunity for future growth.

So, here’s some summer reading/listening I recommend.

First, if you’re really zealous and want to cover the topic from every angle — math, audience selection, creative, stewardship — I recommend  Sean Triner’s Mid-Value Donor Webinar Series.

This 5-part series that began in May and runs through September is offered for virtually every time zone and, most importantly, the sessions are recorded to you can go back over them again and again. I did the ‘Maths’ part of the series with Sean and listened and learned as Sean and Tom Ahern shared tips and techniques on the most effective copy and packaging for mid-value programs. Stewardship of mid-value donors is next up in this  series. Dates and details for all the webinars in this series here.

Are you having doubts about starting a mid-value program? If so this next item’s for you.

UK fundraiser Mark Phillips, head of the bluefrog agency, shares his insights, do’s and don’ts in this post Three things you need to get right in mid-value fundraising.

Mark’s been working on mid-value fundraising since the early 1990s, but warns his approach involves a “powerful technique”. He warns, “you need to use it with care.”

Lots of wisdom and experience in this thought provoking piece as Mark outlines the key elements of what he calls “The mid-value donor triangle”– Audience.  Signatory.  Offer. A must read.

U.S. communication strategists Alia McKee and Mark Rovner of Sea Change Strategies have conducted a series of studies involving 27 U.S. organizations and experts, detailed data from 10 organizations and two profiles of highly effective mid-level programs.

They’ve packaged all their work and insight into a free, e-book that you can download by clicking here: The Missing Middle: Neglecting Middle Donors is Costing You Millions.

On top of their research and case histories you’ll also get what they call a “30-day jumpstart plan to amp up your fundraising success”.

And don’t forget, you can get started on mid-level giving in just two days by spending 30 minutes this Wednesday, June 29 from 1:00 to 1:30 pm ET, as Caity Craver and Heather McGinness present the free webinar, Grow your Mid-Level Program in 30 minutes.

Roger