Mid value is the most valuable ground in most individual giving fundraising portfolios and the most poorly resourced. These are donors who have already told you, with their own money, that they are more valuable than the majority of the file. And most organisations reward them with a slightly nicer version of the mass-market treatment: the same appeal, the same automated thank you, the same absence of any sense that anyone noticed.
This masterclass is about what happens when you stop treating them as standard donors and start treating them as people with reasons for giving and needs to be answered. Those need states are the core of the day. Donors do not give money away; they give to answer their own needs, and most mid value programmes answer only the simplest one. We will work through the rest, and through what each one demands of your communications, your asks and your thanking.
The masterclass covers how to identify and segment a mid value audience from what you already hold, how to build a programme that scales, what to say and how often, how to set ask levels that raise sights rather than anchor donors low forever, and how to make thanking do actual work.
We will also deal with the part most organisations skip: mid value is where your future legacy and major gift income is sitting right now, and how you handle these donors in their fifties and sixties determines what arrives thirty years later.
Throughout, we will look at what the evidence supports, what the sector repeats out of habit, and where the two part company.
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