Optimizing the Campaign Pipeline

New Approaches to Mid-Level Giving

Topics: Advancement, Donor and Prospect Relations, Fundraising, Major Gifts and Campaign Strategy

Fundraising Products

Generating a Sense of Ownership

Fundraising Products Bring Major Gift Experience to Mid-Level Donors

Targeting the right donors at the right time can bring in upgrades from individuals on the cusp of making larger gifts. An equally important strategy involves approaching them with a compelling appeal. Some institutions have begun to develop fundraising products to better speak to donors’ philanthropic motivations.

Fundraising products are clearly delineated on-campus causes or priorities that donors can support for a preset price. Donors typically contribute the full cost of funding the priority. They can include things like scholarships, study abroad stipends, and research funding.

Fundraising products are engineered to do a few things. First, their preset price tag structures giving conversations, providing donors a map of what gifts of different levels can achieve. Additionally, they impart to donors a sense of ownership over what they support through up-front impact and clear, effective stewardship. Lastly, they’re built to mimic the major-donor experience at the mid-level, which leads naturally to upgrades.

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"Mind the Gap" Second Asks

Surfacing Untapped Major Gift Potential