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by Jeff Schreifels
AMost nonprofit fundraising strategies still lean heavily on direct response. That’s not a criticism — transactional fundraising works. You acquire donors by casting a wide net, invite them in at a relatively low barrier, and then do everything possible to retain them efficiently over time.
Good direct-response nonprofits understand this science well. There’s a formula to acquisition, cultivation, and retention. And when it’s done right, it performs. The challenge shows up when donors begin to give more — and give more often — but the strategy never changes.
The problem is when nonprofits are still cultivating a $1,000-a-year donor the same way they cultivate a $25-a-year donor. If you have volume on your side, you can get away with that — for a while.
Direct Response Alone Works for Small-Dollar Donors
Eventually, the cracks appear. Retention starts to slip. Higher-value donors quietly drift away. Engagement drops, and revenue growth slows. Many organizations already have a strong acquisition program and some version of a major gifts program, yet they’re missing a critical piece in between.
They’re missing a relationship-focused mid-level program.
I emphasize relationship-focused because I frequently hear organizations say they have a mid-level program, only to discover it’s really just an enhanced version of direct response. Same strategy, slightly better packaging, higher dollar ask. That approach doesn’t meet donors where they are as they grow in their commitment.
Why Relationship-Focused Mid-Level Giving Changes Outcomes
When a mid-level program is built correctly, with the right structure, the right mid-level officer, and proper coaching and support, the results are consistent. The organization’s retention and revenue per donor increases.
Perhaps more importantly, roughly three times as many donors move into major gift portfolios already qualified and engaged — and that revenue impact is significant.
At the heart of this shift is the donor experience. For many donors, a mid-level program represents the first time a real person from the organization reaches out to them. It might be a phone call, a personal email or a letter that isn’t mass-produced. That simple human connection changes how donors feel about their giving.
I regularly see donors double — or even triple — their giving after someone takes the time to get to know them. The message they receive is simple but powerful: You matter, and your generosity is noticed. When donors feel known, the relationship deepens, trust grows, and engagement follows.
There’s another benefit to a strong mid-level program: a healthy major gifts pipeline. By investing in these donors earlier, you strengthen relationships, encourage increased giving, and create a clear pathway for donors who are ready to do more. This kind of progress requires thorough, consistent, and intentional engagement.
What an Effective Mid-Level Program Actually Looks Like
Here’s how I envision it:
Structure. Every mid-level officer manages a portfolio of 500 to 700 donors, tiered into A, B, and C levels based on giving behavior and engagement. That portfolio is worked through a one-to-some model — intentional touches that scale personal connection.
Communication. Each tier receives a 12-month strategy with six to eight thoughtful, relational touches layered on top of the direct-response program. These include personalized thank-yous, impact reports, targeted solicitations, and touch points that say, “We see you. You matter.”
Collaboration. Mid-level officers work in tandem with direct response, major gifts, and even planned giving. Everyone stays aligned, and donors move through the pipeline seamlessly — with clarity about who’s engaging them and where they belong.
Accountability. Mid-level officers meet weekly with external fundraising consultants to focus on strategy, troubleshoot donor movement, and ensure they’re supported and encouraged. It’s about giving them the structure and feedback they need to succeed.
This approach works because it’s rooted in real relationships. It prioritizes listening, curiosity, and matching donor passion with real organizational needs.
Donors want to make a difference. When you show them how they can do that in a meaningful way, they respond.
The Risk of Waiting Too Long
If your nonprofit is on the fence about investing in a mid-level program, my advice is simple: Don’t wait. The longer donors sit in a system that doesn’t recognize their growing commitment, the greater the risk you’ll lose both their engagement and their trust.
They deserve clarity, care, and a clear next step — so give it to them.
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