Direct mail clinic #7 – What is mezzo fundraising?
In this next instalment of the AOG direct mail clinic series, John Lepp wants to talk to you about your middle or mid value donors. These donors are so important to your organisation, and fundraisers shouldn’t fall into the trap of sending them a standard appeal.
- Written by
- Carolina Herrera
- Added
- March 27, 2025
Sadly, in many fundraising departments every donor gets the exact same thing – the same mailing, the same format, the same message. But your donor base isn’t made of up of the same types of people and therefore what they can do for you, isn’t the same thing. You have to tailor your packs to different types of donors.
In this clinic, John wants you to consider sending your mid value donors a ‘high touch’ version of your standard appeal. And fortunately, he shows you a great example of exactly what this should look like.
Step by step, John takes you through a ‘mezzo fundraising’ pack – from a closer look at the letter all the way through to dissecting the best reply form.
Yes, it might seem like there’s a lot in the pack – there is. But every piece has its purpose and helps you to start a conversation with the donor and offers space for you to make that all-important case for support.
It’s important to remember that, when you send your appeal, it’s just the beginning. You can’t just sit back, relax and watch the money come in. You have to be present, be actively engaged, and maybe even pick up the phone to call your donor!
SOFII encourages you watch this clinic and find out how you can raise more from your mid value donors. It might not be easy, but it’s certainly possible.
Watch AOG direct mail clinic #7 – What is mezzo fundraising?
John Lepp (he/him) is a fundraiser, designer and donor champion with more than 20 years of experience working with charities across Canada and around the world. As partner at Agents of Good, he helps charities tell stories that inspire donors to give, both online and offline. John is a respected and coveted international speaker who has travelled the world encouraging fundraisers be more human and vulnerable with those other amazing humans we call donors.
His latest book, Creative Deviations offers plenty of tips for how fundraisers can infuse their storytelling, fundraising and direct response with more creativity.
