Deepening Relationships with Middle Donors


Retention Rate


Average Annual Giving

17 Years

Average Lifetime

The Challenge

As in most development programs, 80% of revenue was coming from 20% of donors. While attention to high-end donors was strong, The Salvation Army needed to increase donations from their mid-level donors, or those typically giving $250-$1,000 per year.

The Solution

We implemented the Circle of Grace program, a mid-level donor track, and comprehensive mail program that spoke to the needs of these motivated and devoted donors for the clients we serve in the Georgia Division. Direct mail communications were fully integrated with internal mailing calendars to coordinate messages, eliminate duplication and reduce overall mail volume.

The Results

Our Circle of Grace program delivered increases in gross income and average gifts. In addition, we identified major donors early in their lifecycles to increase their long-term value. A typical Circle of Grace Donor has given for 17 years with a lifetime value of $9,900.