The challenge
Alzheimer Society of Canada (ASC) is a national not-for-profit organization dedicated to alleviating the personal and social consequences of Alzheimer’s disease and other dementias. At the start of our partnership, ASC’s annual giving program was well established, supported by a solid donor base. The primary challenge, however, was stalled revenue growth. ST was engaged to uncover untapped growth potential and lead the end‑to‑end annual giving program with a focus on long‑term revenue expansion.
The solution
Early in the engagement, we conducted ST's proprietary Data Audit, a donor-centric assessment of ASC's fundraising program. The analysis revealed that just 13.5% of donors generated a disproportionately large share of annual revenue. This insight led to the development of ASC's first mid-level giving program, focused on building stronger relationships with some of the organization's most valuable supporters.
While mid-level programs vary widely across the sector, ST's experience and data show that the most effective approach is an annual-giving-integrated model. This strategy combines the personalization mid-level donors expect with the efficiency and scale of a broader fundraising program, delivering a stronger return on investment.
ASC's mid-level program included targeted segmentation, personalized campaigns, exclusive experiences such as Research Update webinars, and enhanced stewardship designed to deepen engagement and demonstrate impact.
20%
Increase in the number of mid-level donors (one-time and monthly)
231%
Increase in revenue from this segment
753%
Return on Investment
