Edge Research and Seachange Strategies just completed a study of nearly 6,000 midlevel donors from 36 nonprofit organizations: The Missing Middle Part Four. In this report, you will hear directly from the donors themselves as they share what motivates them to give, what keeps them engaged, and what might encourage them to increase their support. Download the report here. Or read the Chronicle of Philanthropy’s coverage of the study. You can see their writeup here.
Some key findings:
- At a time of tumult and uncertainty in fundraising, midlevel donors appear to be foundationally strong.
- Midlevel donors remain attached to old ideas about non-program spending (with a notable generational exception).
- Using segmentation analysis, we identified important behavioral and attitudinal differences within the midlevel donor universe that divide them into three distinct cohorts. In this report, we explore the makeup of these three groups and why profiling donors matters.