Although I’ve worked with many different nonprofit organizations to grow their fundraising, one of the most fulfilling parts of my career was providing support to grow the World Vision gift catalog’s revenue by over 300% in a five-year period.

I was fortunate enough to spend about six years of my fundraising career at World Vision, one of the largest global relief organizations in the world. During my time there, our team oversaw the gift catalog program. Back in 2006, gift catalogs were just becoming a popular way to raise money (much thanks to the efforts of Heifer International).

Last month, I started banging the drum about Middle Donors, writing about the benefits of extending your fundraising relationship with this undervalued group. Well, this month I’m still bangin’ away. After more than a decade of focusing on this high-value segment, I’ve got lots to say!

Non-profit organizations tend to put donors into three “buckets” — Mass, Middle, and Major. Are you paying equal attention to all three?