Big Duck invited me to talk midlevel mastery on their signature podcast
I had the absolute pleasure of joining Farra Trompeter on Big Duck’s Smart Communications Podcast.
If you work in fundraising or communications, you won’t want to miss this conversation. We unpack what we at Sea Change like to call the “missing middle” — those generous supporters who give between $1,000 and $10,000 a year (give or take, depending on your org) — and who too often fall into fundraising purgatory: not quite grassroots, not quite major donors.
Ready to take a short walk? This episode is just 20 minutes—perfect for a couple of loops around the block. Listen now >>
Here’s a taste of what we covered:
1. What motivates midlevel donors
From “All Business” givers who prefer efficiency and low-touch interactions…
To “Engagement Seekers” who crave community, updates, and connection…
To “Hands-on Donors” who give big and roll up their sleeves to volunteer…
We break down the psychographic profiles that emerged from a study of over 6,000 donors across 36 nonprofits.
2. Why segmentation and stewardship matter more than ever
We talk about how to move past the “one-size-fits-all” approach — with real-world examples that tailor donor experience based on engagement cues.
3. How to shift your strategy from short-term ROI to long-term value
Most midlevel donors aren’t a pipeline to major giving — but they will retain at higher rates and are a pipeline to legacy giving. In fact, 30% of midlevel donors in our study had already made a bequest.
4. What to stop doing
Stop under-resourcing your midlevel program.
5. What to start doing
Track retention and lifetime value. Steward with purpose. And above all, treat fundraising as the relationship-building work it truly is.