Growing Income from Mid-Value Donors
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25 August 2026 10:00am - 4:30pm
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Online
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Training Courses
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EVT-10089
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Current
Mid-value giving is a bit of a mystery to many fundraisers. In many ways this is not a surprise as mid-value giving is largely a very underdeveloped area of fundraising in the UK. And yet, it is a vital part of the fundraising mix. Increasingly fundraisers are realising that there is a gap between the direct marketing experience offered to individual giving donors and the tailored, one to one approach taken with major donors. What experience do we give those donors who fall between this gap? This training will be practical and interactive. You will learn how to apply both individual giving and major giving techniques into a coherent, cost effective mid-value programme. Come and gain skills in how to combine the best of both worlds.
Course Fees
Please note, the discounted individual member rate is a benefit of individual membership not organisational membership. If the attendee does not hold an individual membership, then please select the non-individual member rate. Please click here to see more information about all the different types of membership.
Key Information
This course is designed for fundraisers who are responsible for individual giving, supporter development or major donor programmes, and who want to grow or establish a mid-value offering. It is particularly relevant for those looking to bridge the gap between mass fundraising and high-value relationships, and to maximise income from donors in this often under developed segment
You will gain practical skills, increased knowledge and a clear framework for developing or strengthening a mid-value fundraising programme. The skills gained on this course will ensure you are better equipped to identify opportunities within your existing supporter base, apply proven techniques from across fundraising disciplines, and make a compelling case for investment.
This course will enable you deliver a more strategic, joined-up approach to donor development—resulting in stronger relationships, improved donor journeys and increased long-term income for your organisation.
- Building an effective and sustainable mid-value donor programme
- Applying direct marketing and major donor techniques to maximise income
- Using donor insight to shape strategy and improve return on investment
- Making the case for mid-value investment and avoiding common pitfalls
By the end of this course you will be able to:
- Analyse the key components of successful mid-value programmes
- Apply a blended approach of direct marketing and major donor techniques to mid-value fundraising
- Evaluate donor data and insight to inform programme development
- Develop a mid-value fundraising strategy that delivers improved return on investment
About your trainer
The live virtual training experience
The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:
- Zoom platform learning environment
- Interactive engagement with the trainer and peers
- Group discussions and exercises
- Real-life case studies and examples
- Ample Q&A opportunities throughout the sessions
Technology requirements
The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link.