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The Mid-Level Co-Op: Acquire High-Value Supporters, Launch Long-Term Relationships

Trista Murphy (she/her), Senior Vice President, MissionWired

In our work with a variety of nonprofits, we see a similar set of challenges: the need to raise more from an audience that’s static or even, in many cases, getting smaller.

For years now, we’ve had an industry-best answer to acquisition (if you haven’t already, check out The Digital Co-Op), but we wanted to tackle the need to identify upgrades across donor pipelines to ensure growth from upgrades and improved retention.

The result is a new member of our product suite’s family of solutions: The Mid-Level Co-Op, ready to identify new mid-level prospects for your digital file. In our testing, we’ve seen it efficiently identify mid-level prospects, helping organizations convert at greater levels than ever before, and bring an unexpected yield: those elusive improvements and increases in conversions across the donor pipeline. This is an absolute game-changer.

Want to learn more about how you can be among the first to join something big? Here’s what you need to know:

What is The Mid-Level Co-Op?

The only acquisition source built to identify new mid-level prospects for your digital file, The Mid-Level Co-Op offers a one-of-a-kind solution. Grow your audience with high-value donors who will both immediately add value to your digital file and have the highest potential to give mid-level gifts.

How does it work?

The Mid-Level Co-Op leverages the same architecture that powers The Digital Co-Op, using the most advanced machine learning in the field to identify and bring proven mid-level donors onto your file. As with The Digital Co-Op, The Mid-Level Co-Op uses first-party, machine-observed data to rapidly process billions of rows of data to identify supporters poised to invest in your mission for the long haul.

The operative word? Your. The model synthesizes incredible quantities of information to find the people who want to be part of your mission – they just hadn’t found you yet, nor you them.

How will it impact my results?

Organizations that have tested our mid-level model have already seen their results transformed. Here are some highlights:

  • Six organizations have seen their cost per mid-level donor decrease by 50%.
  • One nonprofit using the model saw their investment break even in under six months. What’s more, their modeled audience drove a 75% higher average gift than their existing email file.
  • Another nonprofit in The Mid-Level Co-Op has converted eight new mid-level donors. Their investment has nearly reached 50% breakeven in just the first month.

I’m already a member of The Digital Co-Op. Does that mean I’m automatically in The Mid-Level Co-Op?

Nope! The Digital Co-Op only utilizes data from a portion of your donors giving under a specific threshold. As a sister co-op, The Mid-Level Co-Op has a unique membership of donors who’ve made the decision to join this separate collaborative. Members of The Digital Co-Op are welcome to join The Mid-Level Co-Op to identify high-dollar donors who will add value to your digital file and have the highest potential to give mid-level gifts.

What else should I know?

We know that upgrading your donors to mid-level is more than acquiring a list of the best folks to ask. Mid-level conversions take time – relationships you have to build and support you have to earn. Along with delivering mid-level leads, members of The Mid-Level Co-Op receive complementary reporting and creative support. We’ll be partners in figuring out how to turn your leads from “prospects” into “donors.”

Of course, we’re excited to see what this new sister co-op will accomplish next for nonprofits – whenever our nonprofit strategy leaders and our innovative data scientists team up to solve an industry challenge by creating a new resource to support our world-changing partners’ growth, the impact is always worth the effort.

We’d love to talk with you about your goals for acquiring and upgrading high-value donors for your program. Send us an email at thedigitalcoop@missionwired.com or reach out to your Co-Op contact to keep the conversation going.