What the Fundraising – Episode 283

Unlocking the Power of Mid-Level Donors

Guests: Ashley Hardt (Oregon Zoo Foundation) & Jeff Grandy (Catapult Fundraising)
Host: Mallory Erickson
Date: February 17, 2026

Episode Overview

This episode dives into the critical, often underutilized segment of mid-level donors and how nonprofit professionals can better engage, steward, and grow this group. Mallory is joined by Ashley Hardt and Jeff Grandy, who co-facilitate an AFP affinity group dedicated to mid-level giving. They share practical strategies, favorite stewardship tactics, and advice for overcoming discomfort when engaging donors more personally—ensuring leaders walk away with actionable insights to transform their mid-level fundraising efforts.

Key Discussion Points & Insights

1. Discovery of a Mid-Level Affinity Group ([03:13])

• The affinity group was started out of a call on the AFP Forum for mid-level giving practitioners; over 100 responses.
• Ashley and Jeff stepped up to co-facilitate after the original leader moved on.
• The virtual group now exceeds 200 members from across the US and Canada who join regular, interactive webinars focusing on topics chosen by group consensus.
• The emphasis is on open discussion, not slide presentations, and topics evolve based on member feedback.

“It’s really hard to create community in an online platform. But the people who are engaged… they’re unmuting themselves, they’re talking, they’re asking other questions… It’s really actively engaging.”
—Jeff Grandy [04:20]

2. Current Hot Topics in Mid-Level Giving ([05:35])

• Recent session: Artificial Intelligence in fundraising, with a follow-up planned focused on crafting effective AI prompts.
• Upcoming: Talking about non-cash gifts with mid-level donors, inspired by data and continued interest in the group.
• Past favorite: Sharing practical stewardship matrices from members who wear multiple hats versus those with dedicated stewardship roles.

3. Innovative and Mission-Aligned Stewardship Ideas ([08:17])

• Ashley’s “paperclip” touch: Zoo-themed animal paperclips included in hand-written thank you notes as a tangible, mission-speaks element.
• Donors noticed these unique, personalized touches and often responded positively.

“What do you give someone who has everything? An elephant-shaped paperclip, of course.”
—Ashley Hardt [09:17]

4. Defining “Mid-Level Donor” ([09:53])

• No universal mid-level dollar threshold; can range from $250 to $50,000 depending on the organization.
• Key definition: Donors who “could do more, but need a relationship”—those whose giving has plateaued and who might be ‘asleep in the data.’

“Using the dollar metric is not an identifier of mid-level… We’re trying to really look for: this is a donor that could do more, but they need a relationship.”
—Jeff Grandy [10:26]

5. Relationship Building as a Central Theme ([12:06])

• Despite varying approaches, every meetup returns to the importance of building real relationships with mid-level donors.
• True for portfolios where fundraisers juggle many responsibilities (“wearing 73 hats”).

6. Intentional Engagement Strategies ([13:43], [16:29])

• Focus first on donors who respond and are ready to renew/engage.

• Communicate across multiple channels: email, phone, handwritten notes, and leveraging other voices from within the organization.

• Let donors know a call is coming to set expectations.

• Penelope Burke’s “7 Touch Points” concept is foundational to Jeff’s approach—calls, not just for asks, but for appreciation and relationship building.

“You can’t just call them to ask for a gift. There’s calling to thank them for their support... It’s setting your campaign – when am I thanking the donor for their loyal support?”
—Jeff Grandy [15:20]

Concrete Engagement Examples

• Birthday and gift anniversary calls—build loyalty and often result in subsequent gifts ([15:45]).
• Multi-channel approach to match donor preferences; hand-written notes and surprise calls from another point of contact within the organization.

7. Addressing Fears of Being ‘Too Personal’ ([17:15], [18:06])

• Many fundraisers worry about overstepping or “ruining the annual fund” by being personal.
• Jeff’s coaching: Don’t project a “no” onto the donor; focus on the mission and impact, not personal discomfort.
• Operationalizing outreach: Jeff writes down call lists a day in advance—using checklist/habit strategies to reduce emotional resistance.

“You cannot put the no in the donor’s mouth… Get out of your own way. It’s not about you; it’s about the impact they create every day.”
—Jeff Grandy [18:12]

• Ashley: “We are giving the donor an opportunity to make a difference with something they are passionate about.… They’re going to be grateful to you even though all you did was offer them this opportunity.” [19:19]

8. Incorporating Behavior Design ([19:54])

• Mallory connects these strategies to behavior and habit design: break actions into smaller, less intimidating steps; separate identifying donors from calling them; reduce friction.
• Encourages “motivation, ability, and prompt” framework—ensuring donors are set up to say yes when prompted, even if not immediately.
• Jeff agrees phone is the second most personal channel after face-to-face; always aim to bond and find relevant stories/updates to share.

Notable Quotes & Memorable Moments

• “If you have to chase someone to renew their gift, they’re probably not your best mid-level prospect.”
  —Jeff Grandy [00:00 & 13:43]

• “The paperclip was so cute… If you can find something that correlates with your mission that is just something small… it helps to get direct mail open.”
  —Ashley Hardt [08:17]

• “Why are major gifts the only relationships you’re building?”
  —Mallory Erickson [12:43]

• “Donors don’t remember the date they made their first gift—but you can! And that’s how loyalty conversations start.”
  —Jeff Grandy [15:45]

• “Phone calls are scary, and asking for money is scary. But that’s not what we’re doing. We are giving the donor an opportunity to make a difference…”
  —Ashley Hardt [19:10]

Resource Sharing & Community Invitation ([23:16])

• The AFP Mid-level Giving Affinity Group continues to welcome new members and determine topics by group consensus.
• Find sign-up links and ways to connect in the show notes and via LinkedIn for both Ashley and Jeff.
• Upcoming topics include: Non-cash giving conversations and mastering AI prompts for fundraising efficiency.

Recommended Actions for Listeners

• Rethink how your organization defines “mid-level donor”—it’s about readiness and relationship potential, not just dollar amounts.
• Start small: Layer in mission-driven, tactile elements (like themed paperclips) into stewardship.
• Use multi-channel engagement; set expectations for personal contact.
• Consider your own resistance to outreach—break actions into smaller, manageable behaviors.
• Seek out peers—join or form an affinity group to share strategies and support.
• Don’t wait for donors to act—find ways to prompt and celebrate them that reinforce loyalty.

Timestamps for Major Segments

• [03:13] Forming the affinity group & community structure
• [05:35] Popular topics and session approach
• [08:17] Practical stewardship ideas and the “paperclip” example
• [09:53] Redefining “mid-level donor”
• [12:06] Relationship-building as a recurring theme
• [15:20] Multi-channel engagement and 7 touchpoint concept
• [17:15] Overcoming reluctance to engage personally
• [18:06] Coaching volunteers and staff to get “out of their own way”
• [19:54] Behavior and habit design in fundraising
• [21:31] Personalizing donor contact remotely
• [23:16] Community and resource info

Connect

• AFP Mid-level Giving Group: Link in show notes to join
• Ashley Hardt & Jeff Grandy: LinkedIn profiles provided in show notes

This episode offers a practical, empowering playbook for anyone ready to reimagine how they engage, cultivate, and steward mid-level donors—turning a ‘hidden gem’ into a powerhouse of loyalty and support.