At this week’s annual conference of the Association of Fundraising Professionals, Sea Change Strategies released a new study, “The Missing Middle: Neglecting Middle Donors Is Costing You Millions.”

According to study co-author Alia McKee, “The legend of legions of small dollar donors lining up to fill nonprofit coffers is just one of many reasons middle donor fundraising is overlooked by nonprofit executives. Nonprofit leaders are being fed a constant stream of hype and hope by outliers … and journalists in need of the next hook about the Internet disrupting fundraising and everything as we know it.

Middle donor fundraising is not as intuitive as new donor acquisition. It’s not as exciting as a million dollar major gift prospect. It’s certainly not a media-friendly hook about the Internet. And it’s not easy to orchestrate. Middle donors aren’t the shiny red paint on the Porsche. But they are indeed the engine of a growing and thriving fundraising program.” (emphasis added)

The complete report, “The Missing Middle: Why Neglecting Middle Donors Is Costing You Millions,” is available for download.