Building a Mid-Level Giving Strategy to Grow Your Major Gift Pipeline

In today’s dynamic fundraising environment, organizations are increasingly recognizing the untapped potential of mid-level donors. Sometimes referred to as the “missing middle,” this donor segment—typically making gifts between $1,000 and $50,000—can be a powerful engine for both immediate revenue and long-term major gift development.

Why Mid-Level Giving Matters

While major and principal gifts often dominate strategic planning, and annual giving provides a steady foundation of support, mid-level donors frequently fall through the cracks. They can account for 10% to 35% of total fundraising revenue, despite representing only 1% to 3% of the donor base. Ignoring this group risks losing donors whose philanthropic capacity is growing but who aren’t yet ready for major gifts.

Defining Mid-Level Giving

There’s no universal definition of mid-level giving. Some organizations fold it into leadership annual giving, while others create distinct programs. The key is clarity: define what mid-level giving means for your organization based on your donor data, resource capacity, and strategic goals. Whether your range is $1,000–$25,000 or $10,000–$50,000, consistency and internal alignment are what matter most.

Data-Driven Segmentation and Strategy

Data is your most powerful ally. By analyzing giving history, engagement behaviors, capacity indicators, and demographics, you can identify high-potential donors and tailor your outreach. Predictive modeling and donor scoring help prioritize efforts, while donor personas enable more personalized engagement.

Designing Intentional Donor Journeys

Mid-level donors are often in transition. They may be moving up from annual giving or on the path to major gifts. Designing intentional donor journeys ensures they feel valued and see a clear path to deeper involvement. Personalized stewardship, data-informed segmentation, and collaborative transitions between teams are essential to maintaining momentum and trust.

Inclusive Philanthropy in Practice

Inclusive mid-level strategies ensure all donors feel seen and respected. Rather than making assumptions, let donor behavior guide segmentation. Use culturally sensitive communications, offer multiple engagement options, and regularly audit your data models to identify and address gaps in representation. Involving diverse donor voices in strategy development can also uncover blind spots and improve engagement.

Operational Alignment: The Secret Ingredient

Mid-level giving doesn’t live in a vacuum. It requires collaboration across leadership, gift officers, annual giving, prospect development, stewardship, analytics, and operations. Establish shared goals, define clear transition criteria, and use centralized reporting to track progress. Regular pipeline meetings and documented strategies help ensure alignment and accountability.

Measuring Success

Key performance indicators (KPIs) for mid-level programs include:

Donor Movement: Time from first mid-level gift to major gift conversion.
Revenue Growth: Year-over-year increases in mid-level giving and average gift size.
Pipeline Health: Retention rates and new donor acquisition.
Fundraiser Activity: Personalized touchpoints and portfolio management.
Donor Feedback: Qualitative insights into donor experience and satisfaction.

Choose metrics that align with your program’s goals, whether that’s revenue generation, donor cultivation, or pipeline development.

Final Thoughts

Mid-level giving is more than a revenue stream. It’s a strategic imperative. By investing in this segment today, you’re building the foundation for tomorrow’s major gifts. Define your strategy, leverage your data, foster cross-team collaboration, and design inclusive, intentional donor journeys. The result? A stronger, more resilient fundraising pipeline ready to meet the challenges of the future.