Growing Income from Mid-Value Donors (18-Sept-19)

Growing Income from Mid-Value Donors (18-Sept-19)

Date: Wednesday 18th Sep 2019

09:15 - Coffee and registration
09:30 - Course start
16:30 - Course end

Town/City: Westminster

Location: London

Venue: IoF Office

Directions / Address

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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.

What's covered in this course:

  • What makes an effective mid-value programme
  • Case studies of successful mid-value programmes in the UK
  • Key considerations when setting up a mid-value programme
  • Skills to know the differences and similarities between Direct Marketing and Mid-Value and major donor fundraising and, most importantly, how to apply these to ensure a good ROI.
  • How to gather donor insight to inform programme development and how that can be done cost effectively
  • Tips for making the case for a mid-value programme
  • Common pitfalls to avoid


About your trainer

Charlotte White has spent more than 12 years in fundraising, specialising in mid-value and major giving. Charly’s most recent position was Head of Philanthropy at the National Trust where she transformed their mid-value giving programme. She passionately believes that mid-value giving has the potential to raise significant sums for charities, no matter how big or small the organisation. Charly is now an executive coach and trainer, working with charities across the UK and internationally through her business, Vivid Works (  Charly lives in Bristol and loves to go away in her campervan. She will jump at any chance to go surfing, even though so far she's only stood up on a surf board once.

Course fees: 

£220 - IoF individual members

£280 - non-IoF individual members 

If you require an invoice please ensure you book your place a minimum of two weeks before the start date of your course.

IoF Academy One and Two Day Open Course Booking Terms and Conditions apply.

Further details and contact information

Academy Team
Telephone: 0207 840 1020

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