Moves Management for Mid-Level Donors:
Why It’s Critical for Long-Term Success
When you look at your donor base, do you see a diverse network of individuals with unique motivations, or do you treat them all the same? Research shows that most nonprofits struggle to differentiate engagement strategies across donor levels. According to A Better Way, a national study on nonprofit leadership, only 19% of organizations have a dedicated strategy for mid-level donors—a costly oversight.
Without a structured approach, nonprofits risk stagnation, donor attrition, and missed major gift opportunities. That’s where Moves Management comes in—a framework for deepening relationships, increasing retention, and guiding donors toward greater giving.
Why Mid-Level Donors Matter
Mid-level donors provide sustainable revenue, but they often fall through the cracks. Research from the Fundraising Effectiveness Project (FEP) reveals that donor retention plummets after the first gift, underscoring the need for proactive engagement.
Mid-Level Donors Are Key to Long-Term Stability
Unlike major donors, mid-level supporters—those giving $1,000 to $10,000 annually—aren't necessarily on a path to million-dollar gifts. However, they are reliable, capable of increasing their giving, and essential during economic downturns.
A survey of 5,900 mid-level donors across 36 organizations found:
31% have already made a charitable bequest; another 23% are considering it.
53% have been giving to their favorite charity for over a decade.
Nearly half have a net worth exceeding $1 million.
73% maintained their giving levels despite inflation and economic uncertainty.
Long term donors often will leave a legacy gift of between $87,000 and $124,000 according to Giving USA 2024.
Despite their steadfast loyalty, mid-level donors are often overlooked, meaning nonprofits may be missing a major opportunity to strengthen donor pipelines and secure long-term financial health.
The Cost of Ignoring Mid-Level Donors
High Donor Attrition – Without personal engagement, donors may downgrade or stop giving entirely.
Missed Major Gift Potential – Many major donors start at the mid-level but fail to move up due to a lack of cultivation.
Lost Loyalty – Donors who feel underappreciated may take their giving elsewhere.
What is Moves Management?
Moves Management is a structured process that guides donors through deeper engagement, ensuring they feel valued and connected. It includes:
Identifying mid-level donor prospects.
Qualifying their interests and giving capacity.
Cultivating relationships with strategic touchpoints.
Creating opportunities for deeper involvement.
Soliciting gifts at the right time and level.
Stewarding donors post-gift to ensure continued support.
Reassessing engagement for future outreach.
At its core, Moves Management is about understanding donor motivations and fostering lasting relationships, not just increasing donation amounts.
How to Maximize Mid-Level Donor Potential
Research identifies three key mid-level donor types, each requiring a different stewardship approach:
"All-Business" Donors (41%) – Prefer minimal engagement but consistently renew gifts.
Submitting quarterly and annual reports which are personalized and contain a brief overview of advancing programs improves relationship status.
"Engagement Seekers" (32%) – Want more interaction and are most likely to increase giving.
Building a 12-month engagement strategy for every donor or groups of donors for tours (less than 7 in a group) and hosted micro events with C-suite and BOD members to discuss our future.
"Hands-On Donors" (27%) – Actively involved and strong candidates for major gifts.
Build a 12-month strategy to engage with our volunteer programs. Provide a mentor volunteer to further engage the donor with specific programs. Finally, build a 5-year strategy to prove merit and ask for more support.
To cultivate mid-level donors effectively, nonprofits should:
Segment donors based on engagement preferences.
Survey donors to understand how they want to be involved.
Note – if you would like a sample survey ask for it in the comments with your email and we will forward it to you.
Offer engagement opportunities such as exclusive donor briefings, small-group events, and personalized outreach.
By tailoring communications and stewardship efforts, nonprofits can maximize giving potential and donor retention.
Tracking and Measuring Engagement
Moves Management only works if it is tracked effectively. Your CRM should capture:
Engagement metrics – Which interactions drive increased giving?
Retention benchmarks – How many mid-level donors renew annually?
Gift movement analysis – How many donors transition to higher giving levels?
Continued wealth screening and social media trends every 12 months
By tracking donor engagement patterns, nonprofits can identify trends, optimize outreach, and prevent donor stagnation.
Final Thoughts: Why Moves Management is Essential
Mid-level donors require targeted, personalized engagement to stay connected.
Without Moves Management, nonprofits risk losing high-value donors and future major gifts.
Organizations that prioritize mid-level donor stewardship see higher retention, increased giving, and long-term sustainability.
Next Steps: Evaluate your mid-level donor base and create a customized Moves Management plan to ensure donors feel valued, engaged, and inspired to give more.
Takeaway: Mid-level donors may not always become major donors, but with the right engagement, they can significantly increase their giving and long-term commitment to your organization.
What’s your biggest challenge with mid-level donor engagement? Let’s discuss in the comments!
