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The toughest part of donor pipeline management: stewarding Standard Value donors over the Mid Value line (ON DEMAND)

The Smith Family’s 2020 Winter (Tax) Appeal was the highest ever for the organisation. It delivered growth of $1.9m (almost 40%) on the previous year. Much of this growth was delivered through strategically cultivating the Mid Value pipeline where income grew by $508k or 58%.

Like all success stories, this result was due in equal parts to good luck, good strategy and hard work.

As the COVID-19 pandemic started to throw our lives into chaos, every aspect of appeal messaging was reworked to ensure it was relevant to the existing donor base. This was especially relevant and impactful for those with a greater capacity to give.

In the lead up to tax time, the Mid Value Team had designed a prospecting and stewardship strategy that tailored a communication journey that drew on anecdotal and formal research, and leveraged the media generated around the Winter Appeal.

The result was a 58% increase in income from this loyal and values-aligned donor group. By upgrading prospects and increasing response rates, income from this segment grew by over $500,000 on prior year. It was a huge step forward in pipeline management and delivered some great learnings to carry through into future appeals.

Session Grading: General Fundraiser (all fundraisers) / Intermediate (2-7 years experience)

This track is proudly sponsored by:


#FIA Conference 2021
#FIA Conference 2021