Building Your Mid-level Giving Pool 5193

Building Your Mid-level Giving Pool

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So as a donor, I expect to have a different communication with a non-profit when I am giving $2,500 versus giving $200.  Most organizations are strategically engaging their mid-level giving donors with the hopes of transitioning them into being major donors down the line.  So your pool of donors/prospects are those with higher Annual Giving Likelihood (AGL) scores and Target Gift Range (TGR) scores at a higher level say $1,001-$5,000. 
So here is an idea of how to expand that pool - I am not suggesting you always include this group but determine the best time to include this group of individuals.  Continue to use your predictive modeling maybe AGL 701-1000 and then TGR $251-$999 who are recent donors and then incorporate those with Affluence Insight Wealth Segment Score of A - Philanthropists.  Review this group and determine who should receive a mid-level stewardship communication from you. 
The idea is to find those donors who have a lower giving history to you but based on the Affluence data could be future higher level donors to you.  This can be a way of increasing their affinity with you with the hopes that in turn larger gifts will result.  As i stated above, I would not include these individuals in every mid-level giving communication but select the appropriate ones as a way of testing.  

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