The Mid-Major Opportunity: Why These Donors Matter More Than Ever
In fundraising, there are big moments that get people talking. A campaign might receive a headline-making gift, or a surge of everyday donors might collectively move an organization forward. But even as charitable giving in the U.S. climbed to $592.5 billion in 2024—driven largely by individual donors contributing nearly $392.5 billion—there’s a quieter group whose impact sometimes goes unnoticed. These are mid-major donors: supporters who give $1,000 to $10,000 annually.
At English Hudson, we know mid-major donors do far more than fill the space between small gifts and major commitments. Their generosity (and the trust behind it) helps stabilize organizations, deepen mission alignment, and pave the way for long-term success.
Why Mid-Major Donors Are Essential to Sustainable Growth
Mid-major donors are the backbone of durable fundraising. Once engaged, they cost far less to renew and upgrade than first-time or everyday donors, with a lifetime value that far exceeds “one-and-done” gifts. They tend to give consistently, respond to organizational needs, and often increase their support as their connection strengthens. And at a time when everyday donor participation continues to decline—including an 11.1% drop in early 2025—organizations increasingly depend on mid-major supporters to bridge gaps and sustain momentum.
Still, their significance extends beyond revenue. Lynn English, President of English Hudson, describes mid-major donors as “close enough to care and far enough to be candid,” and this balance makes them uniquely valuable. Because they are deeply invested yet grounded in the realities of the community, they offer feedback that helps sharpen messaging, reveal what resonates, and guide how an organization tells its story.
They also help strengthen the path forward. Over time, they become the people who invest in new programs, respond to campaigns, or help carry an organization into its next stage of growth. Their giving comes from paying attention, staying informed, and wanting the work to make a lasting impact. In many ways, they become partners in advancing an organization’s mission with purpose.
Standing Out in a Crowded Donor Landscape
Competition for donor attention is intense. Every organization is trying to tell a compelling story, and mid-major donors—experienced, observant, and deeply engaged—notice when messaging feels unfocused or outdated.
Having the right stories and the right data is essential when donors are hearing from multiple organizations at once. This is why English Hudson encourages clients to gather stories continually throughout the year and keep key data up to date, ensuring the case for support is strong when it matters. Donors can feel when communication is honest, timely, and grounded in real impact.
A Senior Development Strategist at English Hudson shared how segmentation plays a key role in this work. She first focuses on identifying which donors are already demonstrating deeper interest and potential. After reviewing a client’s $1,000–$5,000 donor list, she was then able to identify several supporters who had both the capacity and potential to give at a major level. "Whether they did or not,” she explained, “the insight helped shape more intentional stewardship plans.”
Segmentation like this does more than sort data. It helps organizations understand where meaningful growth is possible and which donors may be ready for more intentional engagement. This strategic targeting transforms a moment of need into a deeper donor partnership. For one client who had unexpectedly lost a major funder, English Hudson turned to its most loyal mid-major supporters to help close the gap and keep essential programs in place. Their response affirmed the value of investing in this segment long before a crisis emerges.
Reaching Donors with Intention and Authenticity
The strongest mid-major relationships grow from communication that feels genuine. This includes honest conversations that respect a donor’s motivations, consistent updates that highlight real impact, and a clear sense of what supporters hope to achieve through their giving. This approach builds trust that fuels larger commitments.
Reaching mid-major donors also requires showing up with intention. When organizations take the time to understand what matters to them, segment thoughtfully, and follow up with purpose, supporters feel inspired to deepen their engagement.
As Lynn English always reminds teams, the balance between meeting fundraising goals and honoring donor relationships isn’t actually a balance at all: “You can't have one without the other if you want long-term success”. Authentic, mission-centered relationships naturally lead to stronger results. In turn, those results reinforce the trust that makes deeper giving possible. That is what opens the door to a long-term partnership.
For teams just beginning to engage mid-major donors intentionally, here’s a simple path forward:
Start small: Identify a handful of mid-major donors who have shown steady interest or engagement.
Look closely at giving history: Review patterns in past giving to spot supporters who may be ready for increased involvement or deeper commitments.
Reach out personally: Send a thoughtful update, a quick check-in, or a note highlighting recent impact.
Segment with purpose: Group donors based on giving history, interests, or past responses so communication feels relevant.
Invite dialogue: Ask what excites them most about your mission or what they hope their philanthropy will help accomplish.
Stay consistent: Follow up with regular, honest touchpoints that reinforce their importance to the work.
Respect their insights: Treat their feedback as a valuable lens into how your messaging lands and how your case for support can be sharpened.
Over time, these small, consistent touchpoints help build trust and demonstrate to donors that their presence truly matters.
The Quiet Power of Mid-Major Donors
If there’s one lesson to be learned, it’s that in a fundraising climate where everyday donor participation continues to decline and major gifts grow increasingly competitive, mid-major donors provide something essential: consistency, trust, and belief in the mission.
They are the donors who help hold organizations together. They support programs that don’t always make headlines. They invest in the purpose behind the work, not just the moment. And when times are uncertain, they’re the ones who help keep the mission moving forward.