Ep 200| Who are the Most Overlooked Nonprofit Donors?

Mar 19, 2026

They dig into a frequently missed donor segment sitting between one-time givers and major philanthropists. Conversations focus on data showing revenue concentrating among repeat supporters and why mid-level donors matter. The hosts outline where fundraising systems fail this group and offer simple steps to better engage and retain these loyal, high-potential supporters.

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INSIGHT

Revenue Is Concentrating Among Repeat Donors

Revenue is concentrating with repeat retained donors driving most growth.
FEP Q3 2025 shows repeat retained donors are ~40% of donors but generate over 60% of revenue, while micro donors fell >10% year over year.

INSIGHT

New Donor Retention Is Alarmingly Low

New donor retention is alarmingly low at roughly 14% year over year.
Mid-level donors (roughly $500–$5,000) retain around 49%, more than double micro-donor retention and represent a promising segment.

INSIGHT

Mid-Level Donors Fall Between Two Fundraising Systems

Fundraising often runs two separate systems: expansion for volume and individualized major-donor relationship work.
The middle segment between these systems is frequently neglected because it fits neither model neatly.

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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.

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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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