Ep 200| Who are the Most Overlooked Nonprofit Donors?
The Nonprofit Podcast
Giving Frequency and Loyalty Signals
Jena shares that frequent giving predicts retention and argues mid-levels show clear loyalty deserving attention.
Are you missing one of the biggest growth opportunities in your donor base?
Most nonprofit fundraising focuses on two things: bringing in new donors and managing major gifts. Both matter.
But there’s a group in the middle that often gets missed. These are supporters who already give, already care, and keep coming back. They respond when you reach out. They stay connected to your work.
And yet, they’re often treated the same as someone who gave once and moved on.
This episode looks at the gap that exists in many fundraising programs, the space between broad campaigns and major gift strategies, and why that gap is becoming more important as donor behavior shifts.
What you’ll learn in this episode:
- Why revenue is increasingly concentrating among repeat supporters
- What the latest data reveals about donor retention and giving patterns
- Where most fundraising programs fall short when it comes to donor experience
- Why this overlooked segment represents one of the strongest paths to future growth
- How small, practical changes can strengthen relationships and improve retention
The core insight:
Growth isn’t disappearing - it’s concentrating. And the donors most likely to drive that growth are often already in your system, waiting for a more intentional experience.
Resources mentioned:
Fundraising Effectiveness Project (FEP) Q3 2025 Quarterly Benchmark Report - search "FEP Q3 2025" to find it.
If this conversation resonates with your experience in the sector, share it with a colleague who cares deeply about the communities they serve.
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Chapters
00:00Understanding the Donor Landscape
02:47Identifying the Mid-Level Donor Gap
06:07The Importance of Mid-Level Donors
09:01Strategies for Engaging Mid-Level Donors
11:55Closing the Gap: Practical Steps
15:09The Path Forward for Nonprofits
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