The Midlevel Dilemma: Build Relationships or Scale Direct Mail?
(Spoiler: It’s not an either/or. It’s a yes/and.)
Too often, organizations feel stuck choosing between a high-level direct mail program or a relationship-based midlevel strategy.
One feels scalable (or less expensive). The other feels personal.
But the smartest teams don’t choose. They integrate. When midlevel fundraisers and direct mail teams partner up, everybody wins:
Donors feel seen and supported – they can both read and hear about the direct impact of their support.
Revenue increases on both sides.
And the pipeline for major gifts gets stronger.
How do you make it a yes/and? Below I’ve listed a few tips and tricks I’ve learned while working in this space.
1. Match Campaign Timing
Coordinate with Direct Mail on their match appeals (GivingTuesday, year-end, etc.). Then, pull last year’s midlevel donors who gave to those campaigns and have your relationship-based midlevel team call them beforehand. Let them know the opportunity is coming again and that you appreciate how they’ve given in the past.
This shows you’re paying attention to their patterns - and respecting them.
2. Stewardship Lift Notes
Identify two stewardship pieces the direct mail team will be sending throughout the year. Work with them to add a short lift note from the relationship manager, inclusive of their name and phone number (maybe email too). The point here is consistency. The more the donor hears from you, the more likely they will be to pick up the phone when you call, or answer and email when you reach out.
This also offers a great opportunity for a follow-up call. It’s a time for you to personally be curious, ask questions: “Did you catch our update? I’d love to hear what resonated most with you.”
Easy lift. Real connection.
3. Co-Create Donor-centric Webinars
Host an insiders call – an opportunity for donors to get an inside look at the work you’re doing with the direct mail team as your partners. Make sure it’s not just any webinar. Make it something donors won’t learn from following you on social or by reading your website. A few ways to partner on this?
Let the direct mail agency design the invite
Record the session – you’ll send it to your relationship-based midlevel donors who weren’t able to attend. Make sure the direct mail team has it and can send it to their broader audience, too.
Mail a summary plus a QR code to donors who prefer print updates – your friends in DM may be able to help you get this piece developed through their agency.
One event, multiple touchpoints, lasting value.
4. Test a Higher-Touch Track
Too many donors for 1:1 relationships?
Test moving a segment into a high-value Direct Mail track with light relationship management. What’s “light relationship management” - you can make it what you want to, but I’d recommend identifying one person on your team who can be the contact for questions in all the mail pieces they receive. Test a welcome package from that person with a picture. See what ends up resonating with this cohort of donors.
Start with donors who’ve been in midlevel portfolios for 3+ years without growth. Let your Direct Mail partners deliver strong stewardship, while fundraisers focus on newer, high-potential donors.
5. Make Relationship Managers Visible
Ask if the contact info in your Direct Mail pieces can be the donor’s assigned relationship manager (name, email, phone).
It’s a simple switch—but one that reinforces trust, connection, and continuity across channels.
The Bottom Line:
Direct Mail isn’t competing with midlevel. It’s an ally.
The Elephant in the Room:
Who gets credit when donations increase from a relationship-managed donor who give through Direct Mail? You guessed it, another yes/and situation. Stay tuned for future blog on that. There’s an easy solution that leaves egos at the door, needs strong systems and can be an amazing win/win.
Now, go find the funds to build your midlevel program around relationships - and bring your Direct Mail partners along for the ride. You won’t be sorry.