This masterclass on mid-value fundraising is a distillation of decades of experience and research into how charities can effectively recruit and engage donors who give at intermediate levels.

The session is divided into three sections. First, we will define mid-value donors, exploring their unique characteristics and motivations. Drawing on international and Australian research, we’ll uncover their needs, desires, potential, and how we can meet their specific expectations in Australia.

Next, we’ll delve into their giving behaviour. We’ll discuss the emergence of new subgroups such as Sentinels and Arcadians. We’ll consider how our approaches need to change as Gen X becomes wealthier and more philanthropic. We’ll look at how mid-value donors budget and build their charitable portfolios, which media channels they prefer, what influences their giving decisions, and the barriers we must overcome to engage them successfully for lifetime and legacy giving.

In the final section, we’ll explore the creative aspects of mid-value fundraising. Mark will share his extensive experience in crafting award-winning campaigns, providing examples of strategies that have successfully engaged mid-value donors, along with a few that have not — sharing the reasons why. We’ll examine the power of storytelling, demonstrating how compelling narratives that highlight the impact of a donor’s contribution can enhance engagement and boost giving.

We’ll also emphasise the importance of stewardship, showcasing how building long-term relationships with these donors through regular, personalised communication can drive loyalty and encourage increased giving over time. We’ll show that by approaching donors as partners rather than mere financial contributors, charities can cultivate deeper connections that lead to sustained support.

Throughout the masterclass, real-world examples and case studies will illustrate key principles. You’ll leave with practical tools and strategies to better engage and grow your mid-value donor base, ultimately leading to more effective and sustainable fundraising outcomes.