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Mid-level donors are often overlooked despite being one of the most valuable donor segments for nonprofits. They provide stability, potential for growth, and tend to show deeper engagement than casual givers.
They give more than just money. They bring loyalty, trust, and the kind of quiet strength that keeps your fundraising steady. But here’s the twist—these donors don’t just support your cause. They can become your cause’s greatest champions. And in doing so, they might even unlock their own next level of giving.
Let’s talk about why mid-level donors are your secret P2P weapon—and why peer-to-peer fundraising might be exactly what brings more of them through the door.
They’re not your one-time givers. Not your high-rolling philanthropists either. Mid-level donors are the ones in the middle—committed, consistent, and quietly powerful.
Their annual giving might sit between a few hundred to a few thousand pounds, euros, or kronor. But it’s not just about the amount. It’s about intent. These donors care. They pay attention. They read your newsletters, show up to your events, and ask the good questions.
They want to see impact. They respond to honest storytelling. And they’re often just waiting for an invitation to get more involved.
You could call them your fundraising backbone. Steady. Reliable. Full of potential.
Read more on mid-level donors here
Mid-level donors don’t just give—they believe. And belief is contagious.
When someone like that shares your campaign in their network, it lands differently. It feels genuine. Convincing. Because it is. Their social proof is gold.
They’ve already shown they’re willing to give. Now, give them a reason to ask. Mid-level donors tend to have solid networks—friends, family, colleagues—people who trust them. That’s the magic of peer-to-peer. One trusted voice can reach dozens more. Hundreds, even.
And here’s the kicker: mid-level donors often enjoy a bit of a challenge. Set a fundraising goal. Give them a story. Watch them go.
It’s not just fundraising. It’s fundraising with heart, with clout, and with a ripple effect.
Want to get them fundraising? Don’t overcomplicate it. Just make it personal.
Tap into moments that already matter to them—birthdays, anniversaries, work milestones. These events are natural springboards for sharing something meaningful. Like your cause.
A birthday fundraiser replaces a present with a purpose. A work anniversary can become a workplace campaign. People love turning their moments into movements—especially when it feels authentic.
You can also go further. Create experiences tailored to their interests. A virtual run, a curated challenge, an exclusive campaign launch. Know your mid-level audience and shape fundraising to suit their lives.
And remember—P2P isn’t just about donations. It’s about connections. When a mid-level donor fundraises, they bring you new supporters who come with trust already built in. That’s worth its weight in gold (or monthly donations).
Now flip it.
Imagine someone with no donation history—who suddenly decides to raise £500 for your cause. They share your mission. Tell their story. Rally their people. Raise the funds.
That’s not a casual supporter. That’s someone self-selecting into your mission. And that act of public advocacy? It’s a sign. A very good one.
P2P fundraising often reveals your next wave of mid-level donors. People who haven’t given much before, but whose passion and action say they’re ready. Ready for more.
Don’t let them slip through. Acknowledge their efforts. Reach out with a real message, not just a generic thank-you. Show them what they’ve made possible. Invite them in—deeper.
Because someone who fundraises for you once is someone who might donate, campaign, and champion your work for years to come.
Read more on self-identity and p2p fundraising here.
Mid-level donors have power in both directions. They make brilliant fundraisers—and fundraising helps create more of them. When you treat P2P like more than a one-off campaign tool, it becomes something bigger: a bridge between giving levels, a spotlight for your strongest supporters, and a launchpad for deeper loyalty.
And that’s the sweet spot. Right in the middle. Where momentum lives.
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