Many non-profits treat their mid-level donors—those dependable supporters who give between one and ten thousand dollars per year—as if they are forever “stuck” in that tier. In reality, a carefully framed request tied to a matching campaign can unlock far greater generosity. The story below walks you through the exact conversation that persuaded a long-time $5 000 donor to increase her annual contribution to $7 500 and, in the space of forty-eight hours, generate $15 000 in total revenue. You will see why it worked, learn how to reproduce the tactic, and leave with a copy-and-paste email plus a simple worksheet for planning your own stretch gifts.
The overlooked goldmine of mid-level donors
Development teams often concentrate on two extremes: acquiring masses of small givers or courting a handful of major philanthropists. That leaves a third group—loyal supporters who give four figures every year—largely under-cultivated. These donors already trust your impact, answer your calls, and read your newsletters. What they have not been offered, in many cases, is an inspiring reason to stretch. A matching campaign provides exactly such a reason: it turns every extra dollar they contribute into two dollars of immediate, visible good.
A true story: the $5,000 supporter who funded $15,000
Last spring our client, a youth-development charity, decided to expand its summer mentorship program to forty additional teenagers. The price tag for that expansion was $15,000. They knew one steadfast donor—let’s call her Linda—who had contributed $5,000 each of the past five years. A quick wealth screen hinted she could do more, but staff had never asked.
Instead of approaching Linda with a vague plea for “more help,” the executive director phoned her with a concrete proposition:
- Explain the need: forty more teens could participate if $15,000 were secured.
- Show Linda the leverage: by increasing her annual gift from $5,000 to $7,500 she would cover half the cost.
- Reveal the match: during a forty-eight-hour CauseMatch campaign, every dollar she pledged would be doubled by the community, raising the remaining $7,500.
Linda liked the clarity. She said yes within two days. When the campaign launched, her $7,500 appeared on the thermometer as the “lead match.” Volunteers and alumni broadcast the challenge across social media, and thirty-six hours later the crowd had matched her pledge dollar-for-dollar. One modest stretch ask had produced triple Linda’s usual impact, fully funding the program expansion.
Why the approach worked
It was personal. The director thanked Linda for five years of partnership before mentioning numbers.
It was transformational, not transactional. The conversation centred on forty vulnerable teenagers who would gain mentors, not on balancing a budget.
It was time-bound. Linda understood that her decision—and the public match—had a clear forty-eight-hour window.
It offered leadership. Framing her increase as the catalyst for everyone else elevated her role from donor to champion.
Crafting your own upgrade ask
When you speak with a mid-level supporter, begin with gratitude and a specific result their past giving achieved. Introduce the new need in human terms—stories, not spreadsheets. Then invite them to stretch to a precise figure that feels manageable and meaningful. Finally, demonstrate how the match instantly multiplies their generosity and place the request inside a short, clearly defined timeline.
Below is the exact email our client sent Linda to confirm their phone call. Feel free to adapt every word.
Subject: You can double our summer impact—quick question
Hi Linda,
For five summers your $5,000 gift has kept our teen mentorship programme alive. Because of you, 200 young people found guidance, friendship, and confidence.
This year we have forty teens on the waiting list. The full cost to serve them is $15,000. We’ve organised a 48-hour matching campaign where every dollar is doubled.
If you could stretch your annual gift to $7,500, we would announce it as the lead match and invite the community to meet your challenge—fully funding the expansion in two days.
Could we talk for ten minutes tomorrow? I’d love to share the details and answer any questions.
With gratitude,
First Name, Last Name
Executive Director | 000-000-0000
The Stretch-Gift Worksheet
To systematize the process, download this worksheet to keep your team focused on the right prospects, the right amounts, and the right stories.
Ready to turn your mid-level supporters into major catalysts?
If you would like a second set of eyes on your worksheet—or simply want help deciding whom to approach first—book a demo today to see how CauseMatch can help tailor your first stretch ask and position it inside a high-energy matching campaign.
