I came across an insightful article in the Chronicle of Philanthropy called Making the Most of Mid-Level Donors [hyperlink to article].
The author states, “Mid-level donors are often overlooked at non-profits, even though they are among the most generous and loyal supporters, and may have the potential to give much more if they are treated well. How can your organization attract, keep, and inspire mid-level donors to give more? ”
The reality is that these mid-level donors are the backbone of your organization’s annual funding. The issue is how to convert many of these donors into major gift and planned giving donors. The key is to provide the tools which can illustrate the benefits associated with a larger donation and indicate where the funding can be sourced.
Since most donors give from the “wallet” in the form of a credit card, cheque or cash, the ideal major gift should be sourced from appreciated assets with a taxable capital gain. Why is this important for your donors to know? Illustrating a donation from an appreciated asset with a taxable gain will help the donor understand the benefit associated with a donation in which they will be paying tax on if not used partially or wholly as a charitable gift.
To see more illustrations please check out www.giftabulatornow.com.