Driving response from the middle: Ideas for developing your middle donor programme

This case study-driven session will explore what’s really driving middle donor response and value (and how you can reap the rewards from the rest of your donor base). Offering practical tactics and insights, Fiona McPhee will show you how to approach developing a strategy for these often underutilised but incredibly important donors, how to maximise their direct response, and build middle donor income for the longer term.


Aimed at:

Fundraisers responsible for individual giving who are looking to explore the opportunity of a middle donor programme and those looking to check in on their middle donor programme (looking for ideas and inspiration). 


Learning outcomes: 

  • Middle donor strategy options and how they differ 
  • How to get going with a middle donor strategy 
  • Explore ideas and options to enhance what you are already doing 
  • Donor care needs for middle donors 
  • How to measure and monitor your middle donor programme


Fiona (Fi) McPhee (New Zealand)
Director, Fiona McPhee Ltd