Stewardship Plan for Mid-Level Donors
Insights from Audrey Musgrave, Director of Philanthropy
In the world of nonprofit fundraising, it’s easy to focus on two groups: major donors and grassroots supporters. But somewhere in between lies a powerful, often underappreciated group that can transform your organization’s growth: mid-level donors. A well-designed stewardship plan for mid-level donors can create deeper relationships, higher lifetime value, and a greater sense of belonging to your mission.
This resource explores the importance of mid-level donors, how to effectively engage them, and ways nonprofits can thoughtfully incorporate one-of-a-kind experiences, like those provided through Dormie Network Foundation—to move them from mid-level to major donors.
Importance of a Stewardship Plan
A stewardship plan is your roadmap to meaningful donor relationships. For mid-level donors, it’s particularly important because their giving is often steady, personal, and primed for growth.
Mid-level donors can take your nonprofit fundraising from good to great. While a single $500 donation might seem small compared to a $50,000 gift, steady mid-level support adds up—and often leads to larger gifts down the line. These donors are committed to your cause, emotionally invested, and open to deeper involvement. The key is showing them that their impact matters just as much as your largest supporters.
Understanding Mid-Level Donors
So, who exactly are mid-level donors? The answer varies depending on your organization’s donor base and goals. It could be determined by the dollar amount of donations or the frequency of donations. Mid-level donors are not first-time contributors, and they’re not major donors—but they are loyal, invested, and often quietly giving year after year. Their motivations vary:
Belief in the mission
Personal involvement or experience
Social or peer influence
Legacy or memorial giving
Spiritual or religious motivations
Tax benefits
Personal recognition or status
Your mid-level donor stewardship plan should begin by understanding the "why" behind your donors’ giving. Conduct surveys, host focus groups, or simply pick up the phone. When you know what drives them, you can better align your engagement strategy.
How to Engage and Elevate Mid-Level Donors
The goal of your stewardship plan is to engage mid-level donors so they feel appreciated and connected. Then you’ll need to encourage increased giving by offering meaningful, inspiring opportunities to level up. It starts with recognition that feels personal to the donor. This means handwritten thank-you notes from leadership, regular updates about the specific impact of their donation, and public acknowledgments on social media or donor walls. Then you can implement these five strategies to incentivize and create exclusivity for your mid-level donors:
Customized Giving Options
Monthly giving subscriptions
Planned giving consultations
Legacy giving options
Tax Incentivization
Tax deduction
Planned giving
Gamification and Challenges
Matching and challenge gifts to double impact
Donor leaderboards
Celebrating donation milestones with a recognition gift or shout-out
Identifying increments to increase (for example, 5k to 10k or 10k to 15k)
Gift and Reward Programs
Through partnerships like Dormie Network Foundation, nonprofits can access donated golf memberships to use as part of their incentive strategy.
Thoughtful gift when donors increase their giving tier
Donor societies, recognition programs, “President’s Club”
Exclusive Access
VIP Access
Special Events
Insider updates
An annual exclusive experience as a thank you
These types of incentives offer more than just a perk—they create memories and deepen relationships between donors and your organization. But timing is everything. Use strategic moments throughout the year to engage mid-level donors:
End of Year Giving: Utilize this as a time to incentivize them with tax deductions and gifts you can give back to them
In preparation for the next year, partner with Dormie Network Foundation to offer an in-kind donated Dormie Network membership at your next auction
Giving Tuesday: The first Tuesday after Thanksgiving is a day dedicated to giving back
Mid-Year Check-Ins: Send updates and ask for feedback
Subscription-Based Gifts: Put supporters on a subscription plan to ensure they donate consistently
Making the Ask
One of the most important parts of a stewardship plan for mid-level donors is the ask. Don’t assume that people will donate. It’s easy to fall into the trap of assuming that because someone has supported similar causes in the past or has a strong connection to your organization, they’ll automatically donate. However, you must ask. People will not give if they don’t know you need their help, so it’s crucial to make the ask clear, direct, and timely.
Control What You Can Control
While you can’t control how donors will respond, you can control the way you ask.
Help donors understand why your organization is the right one to support, then be specific about what you’re asking for
Play to your donors' personal connections, share compelling stories that create these personal connections
Paint a picture of what increased giving could achieve
Ensure the donor knows how their support can change lives or contribute to the cause they care about
The Power of the Ask
Many potential donors are already giving to other causes, but they may not be aware of how much your cause needs their support. Sometimes, the difference between a donor supporting your organization or another one is as simple as whether or not you ask.
Ask to Increase Engagement: Some donors may not know your organization well enough or may have forgotten about your cause. Asking for their support is an opportunity to re-engage them, rekindle their passion for your mission, and explain why your cause deserves their resources.
Provide the Opportunity to Say Yes: People want to help, but sometimes just need to be invited to do so. Make sure your messaging is inviting and provides a clear way for them to give.
Don’t Be Afraid to Ask... It’s Necessary
It’s common for nonprofits to feel apprehensive about making the ask. Asking is necessary for the health and sustainability of your organization. Without it, the organization cannot grow, and important programs may go unfunded. It’s okay to feel uncomfortable, but you should embrace the ask as an essential part of your fundraising process.
When asking for a donation, be confident and straightforward. Let the donor know exactly what you're asking for and why it’s important. Avoid being overly apologetic or vague. Instead, make sure the donor understands how their support will lead to tangible, meaningful outcomes.
Make sure the donor knows how to give, whether it’s through an online donation form, a check, or a pledge. Make the donation process as easy and seamless as possible. If they want to say "yes," ensure they don’t have any barriers to doing so.
If They Don’t Want To, They Will Say No
Respect the no. Not every donor will say “yes” to your ask, and that’s okay. It’s important to remember that a “no” doesn’t mean failure. It simply means that, for now, the timing or circumstances aren’t right for that particular donor.
Respectful rejection can also be valuable because it opens the door for continued relationship-building. A “no” today could turn into a “yes” tomorrow with the right follow-up and continued engagement.
Final Thoughts: Key Considerations for Incentivization
Appeal to personal motivations: Know what drives your mid-level donors
Make the impact clear: Transparency builds trust
Use incentives strategically: A golf weekend can deepen loyalty, but shouldn’t feel transactional
Avoid over-rewarding: Always tie incentives back to mission and meaning
Mid-level donors are your organization’s backbone. With the right stewardship plan for mid-level donors, these loyal supporters can become your most powerful advocates. Engage them well, invite them in, and recognize them thoughtfully.
Thanks to in-kind donations from Dormie Network Foundation, nonprofits have unique opportunities to elevate donor experiences while staying focused on the mission. Whether it’s a round of golf or a personal thank-you from your executive director, the goal remains the same: build lasting relationships that fuel your impact.
If your organization is seeking support to elevate its fundraising efforts, request consideration for support from Dormie Network Foundation.
Audrey Musgrave, Director of Philanthropy at Dormie Network Foundation, brings a lifelong passion for golf, having played competitively in both high school and college. She’s dedicated to building collaborative relationships and developing customized strategies that drive meaningful impact for mission-driven organizations. Connect with Audrey to explore partnership opportunities that elevate your cause and deepen supporter engagement through the Dormie Network Foundation.
Audrey playing golf in high school
Audrey competing in collegiate golf at Nebraska Wesleyan University
