It is only in the past three years that middle donors have really been targeted in Australasia. Here Fiona McPhee and Ruthann Richardson explore the benefits of, and what’s involved in, building this significant group. First published March, 2017 It is only in the past three years that middle donors have really been targeted in Australasia. Here Fiona McPhee and Ruthann Richardson explore the benefits of, and what’s involved in, building this significant group. “Middle donors should be viewed as a central part of an organisation’s lifetime value efforts. Middle donors will be retained and upgraded far more than smaller donors and far more than major donors. They represent the…