Going Half-Way: Mid-level donors remain the backbone of giving

Mid-level donors essentially provide the largest share of net dollars to most organizations. They are also great prospects for cultivation, upgrading for planned giving and entire continuum of giving. A mid-level donor might not be any more or less committed to the organization than a low-dollar donor. The only difference might be the capacity to give more. Organizations should treat the mid-level givers as the valuable donors they are, even if those donors aren't giving as robustly as they have in the past. The NonProfit Times