Blog

Mid-level giving (often defined as gifts in the ~$250–$10,000 range, varying by organization) is increasingly becoming the make-or-break layer between broad-based annual giving and major gifts.

Many of you are likely facing reduced donor counts and struggling retention rates, even though your total dollars raised is holding steady or growing. This means you may be becoming more dependent on fewer donors. And you are not alone as shown in reports published by the Fundraising Effectiveness Project (FEP) that illustrate this dynamic trend.

There’s always a beautiful moment when a significant gift is finalized. The commitment is made. The vision moves forward. The campaign number goes up! The excitement is real.

I am an avid sports fan and late October through mid-November is the ultimate time of year for me to follow multiple sports very closely. When we think about leadership, our minds tend to go immediately to the notion of an individual who leads others, most often in a business setting. However, what I want to drill down on in this blog is an entirely different aspect of leadership: it is the notion of leading yourself. And sports offer many sterling examples of just that.

I've seen it time and again: nonprofits that aren't deeply connected to the communities they serve miss critical opportunities. Having recently facilitated a community leader forum for a strategic planning project and a community needs assessment, I'm always excited when community leaders are fully engaged and ready to help. I often hear them say, "Thank you for inviting me to participate today; I've learned so much about this organization," "I appreciate the opportunity to provide feedback on this important initiative for our community" and “This is exciting! How can I help?”

Imagine this: It's mid-November, your inbox is overflowing, your year-end campaign is ramping up, and somewhere in the back of your mind, you know you should be thinking more intentionally about thanking your donors. But between grant deadlines, board meetings, and program demands, "meaningful donor stewardship" feels like another item on an already long to-do list.

I get it. And here's what I've learned from working with nonprofit leaders who've cracked this code: the organizations that make their donors feel genuinely appreciated aren't necessarily the ones with the biggest development teams or the fanciest CRM systems. They're the ones who've figured out how to scale gratitude and authenticity and they're doing it in ways that might surprise you.

Have you ever experienced the excitement of securing that first donation from a supporter, only to feel the connection slowly fade away? It’s a common frustration among nonprofit leaders—like trying to hold water in your hands; no matter how tightly you grasp, it slips through your fingers.

This isn’t just a feeling. It’s backed by data. The 2025 Virtuous Benchmark Report reveals that the average gross donor retention rate across nonprofits sits at just 50.4%. That means nearly half of donors disappear each year. First-time donors? The numbers are even bleaker—up to 70% never give again.

As fundraisers or nonprofit leaders, we express gratitude in a million ways. We appreciate the volunteers and donors who show up to events or support our cause. We are grateful to the corporations and the people within the companies who sponsor our events and the supporters who remember our organizations in their wills. We honor the small gifts that are so heartfelt and the big gifts that represent transformation.

In many fundraising teams, donor stewardship follows a predictable script: a $250 donor gets a thank-you note and an annual report, a $500 donor also receives a quarterly newsletter and so on. While this approach acknowledges generosity, it also keeps donors in a holding pattern—focused on their last contribution rather than future possibilities.

What if stewardship wasn’t just about recognition and acknowledgement? By aligning stewardship with moves management, we can create a dynamic, forward-facing strategy that deepens engagement and drives transformational giving.

December is a busy time in the life of a nonprofit fund raiser. It starts with Giving Tuesday and continues with year-end appeals and gentle reminders for open 2024 pledges. Nonprofit leaders with fundraising responsibilities have a number in their heads: what do I need to raise to meet my year-end goal?