Driven by the need: Innovative mid-level strategies that deliver engagement

Understanding what donors need from your organisation is the first step in developing successful mid-value donor programmes. Every country is different. So what motivates people to give? What do they really need to feel valued and motivated? Although these factors may differ from across the globe, mid-level donors have one thing in common: They need more from us in order to do more!

In this masterclass, based on 12 years of donor needs research from the UK, Canada, Australia and most recently the U.S conducted by BlueFrog Fundraising, we will look at direct recruitment to high-value giving, how digital is helping us better connect and deliver on donor needs, and even how we are moving from personal solicitation to personal concierge to better deliver donor engagement. See how donor research has revolutionised a Canadian Hospital’s mid-level programme (and raised 50 percent more in the process), and how it is being integrated into the overall programme to deliver an experience that donors love and want to give to.

We will help you develop a tactical plan you can apply to your own mid-value programmes to raise more money through a new approach of engagement and collaboration.

If you are serious about transforming relationships with your donors by understanding what they need and how to deliver it – this is a masterclass you will not want to miss!

Learning outcomes

  • Discover the key need states of mid-level donors from around the world and the key differences by country on what they really need to do more
  • Learn how to incorporate need states into your programme to change how mid-level donors experience your organisation by changing your tactics in mail, digital, etc.
  • See how different strategy and tactics are changing how donors want to engage – what’s working and what can work for you
  • Develop practical framework of tactics to incorporate into your own programmes and raise more money from this vital group of donors

Who should attend: Large shop mid-value or high-value fundraisers who want to do more with the programmes; large or small shop fundraisers who are working to develop mid-level giving programmes

Session style: This session will be 60 percent teaching and sharing and 40 percent participation and hands-on. Participants will be asked to submit one of their mass or low-value campaigns prior to the session – and several will be chosen to demonstrate how campaigns can be moved from mass to mid-value through mail and digital in practical ways. We will actually transform their campaign creative to show them on the second day of masterclass how the campaign could be evolved.


Kimberley Blease (Canada)
EVP, Client Relationships, Blakely
Mark Phillips (UK)
Founding Owner and Managing Director, Bluefrog
Liza Jerome (Canada)
VP, Marketing, Communications and Community Giving, Toronto General and Western Hospital Foundation