Mid-Level ICU: Identify, Cultivate, Upgrade

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With statistics since 2010 demonstrating that donors are increasingly giving more money to fewer organizations, Mid-Level Donors are undoubtedly a fundraiser’s biggest strategic opportunity in today’s market. If you are losing donors, you are not alone. If you are not upgrading your existing donors—well, you might be alone soon. Mid-level marketing is the urgent mandate of today’s fundraisers. You know the term ICU as an abbreviation for the Intensive Care Unit, but this terminology isn’t so far-fetched in the mid-level context. These donors require your dedicated, intense treatment. But we will also be using this acronym to communicate the 3 keys to building and sustaining a successful mid-level program: Identify, Cultivate and Upgrade. If your organization doesn’t have a mid-level program, this is a must-see webinar.


Barbra Schulman, Vice President of Integrated Marketing at Faircom New York, is a marketing professional with over 20 years of experience in multi-channel campaign strategy and management. She has a successful track record of increasing revenues through introduction of new program opportunities and improved data interpretation. Barbra spent 10 years at the March of Dimes, where she helped double revenue for the direct response department. Her other work experience includes time at companies in both the nonprofit and for profit sector. She is a strong believer in continuing education in the industry and has been actively involved with both the DMFA and DMA. She currently works with TechnoServe, Conquer Cancer, Human Rights Watch, the National Urban League and others.  Her mid-level campaigns have proven wildly successful for her clients.

Cecilia Straney is the Chief Development Officer at Little Brothers – Friends of the Elderly, Chicago Chapter. In her current position, she oversees development and marketing, including individual giving and social media, working with staff and volunteers to increase revenue through individual, corporate, and foundation support. A past Campaign Director with the ADA Foundation, and Development Director at the YMCA, Cecilia has worked in resource development for more than 25 years. She has a BA in English from Michigan State University and an MA in Philanthropy from the School of Philanthropy at Indiana University.