“Middle donors” is an area of growing interest for many non-profits.
Fundraisers refer to middle donor programmes as an easy step up from a regular donors programme. Middle donor programmes fit with the donor pyramid model, suggesting that donors will upgrade from regular giving into the middle donor space and that some will go on to become major donors.
Despite the interest there is remarkably little data on this. We know little about who is giving, what they are supporting, and how much is being raised.
To add a little new data to the debate we’ve done an analysis in Factary Phi.