Data
Data
Who Are Mid-Level Donors and the Portfolios
Mid-level donors in this test represent the crucial bridge between mass direct-response givers and major donors. They were supporters with cumulative giving of $2,500+ in the prior fiscal year and not yet managed within a major donor portfolio but showing high potential for future upgrades.
For this test, the donors were placed into tiers based on a Masterworks’ predictive major donor model, which identified their likelihood of becoming major donors within a 12-month timeframe. Selection also considered wealth engine scores, consecutive years of giving, and contact availability (postal address plus phone and/or email to allow for genuine two-way communication).
The size of the mid-donor portfolios were to be roughly 600 donors but designed with some flexibility, leaving space for new donors who crossed the mid-level giving threshold or made high-value first gifts with strong wealth indicators. This would allow mid-donor reps to engage with potential major donors early and accelerate their second-gift conversion.
What Mid-Level Relationship Managers Did
The team was structured around the same principles as major gift fundraising but without the travel. Each rep managed a portfolio of approximately 600 donors, with the goal of providing at least one personal touchpoint every 90 days, guided by Masterworks’ strategic calendar and donor journey design.
Masterworks ensured alignment between the mid-level and mass programs by building a shared communication calendar that reinforced messaging across channels. This allowed the mid-donor reps to personalize relationships while donors continued to receive the organization’s broader storytelling and appeals through regular mass communications.
- Seven general donor direct mail communications throughout the year
- Nine mailed newsletters
- Regular monthly email updates
- At least two handwritten notecards
- Three large mailed proposals
- Four phone calls, including the introductory one
The reps primary responsibilities were to:
- Get to know each donor’s interests and passions
- Thank them for their generosity
- Report back on the specific programs that aligned with their passions
- Ask for continued or increased giving when appropriate
- Qualify donors for potential movement into major donor portfolios
This consistent, integrated relationship cadence gave donors a personal connection to the mission while maintaining the familiarity of the organization’s broader mass communication program.
Goal & Hypothesis of Test
Goal: To determine whether personal relationship management for mid-level donors could increase revenue enough to offset the added cost of dedicated reps.
Hypothesis: The addition of a Mid-Level Relationship Manager would need to grow revenue by at least 4% in order to achieve a breakeven or better on the total added expense of hiring the two additional relationship managers.
Results
The addition of a Mid-Level Relationship Manager did in fact outperform the control panel and bring a positive ROI against the added salary of the Relationship Manager.
Key Takeaways
- Investing in deeper relationships—combined with a familiar mass communication schedule—pays off: Donors engaged personally by a mid-level rep significantly outperformed peers in both giving and retention.
- Data and content alignment drive performance: Masterworks’ cross-channel strategy ensured consistency of message, personalization, and donor experience across both the mid-level and mass programs.
- High ROI opportunity: With a 12% lift versus an 8% decline in the control, the mid-level engagement easily exceeded the 4% growth required for breakeven on the added employment costs.
- Strategic path forward: The success of this pilot provided a strong business case to expand the mid-level caseloads and reps.
