Save the Children turned mid-value conversion into a repeatable program inside Salesforce
A mid-value team doesn’t need more dashboards. It needs a reliable way to decide who to steward next and a workflow that holds up week after week.
The team needed a dependable way to surface mid-value-ready donors inside the existing file
Save the Children Netherlands wanted to convert more mass-market donors into mid-value giving.
They were looking for a way to prioritize stewardship toward the supporters most likely to move up, without guessing or relying on one-off list pulls.
They chose to run a controlled test instead of betting the whole program on a new approach
In 2022, the team partnered with Dataro to identify mid-value prospects in their existing database and test whether a mid-value pack and ask strategy would convert more donors.
The workflow lived inside Salesforce, so fundraising and technical teams could act without changing tools
Dataro’s mid-value propensity model was implemented in the charity’s CRM (Salesforce NPSP).
Each active cash donor was ranked by likelihood to give at a mid-value level over the next 12 months if stewarded effectively.
Those ranks were written back to the donor record and refreshed weekly, so teams could build selections and run stewardship from the system they already used.
A mid-value mail pack test produced a measurable conversion lift versus a control group
Using mid-value ranks, Save the Children pulled the top 10,000 prospects and applied exclusions to narrow the final selection to 2,118 donors.
They split those donors into two groups:
Test group: received a mid-value mail pack and asks
Control group: received a standard mail pack and asks
The test group converted 19.5% more prospects to mid-value giving than the control group.
A separate flow-in group of approximately 5,000 high-propensity donors continued to receive standard communications.
The program converted 359 donors to mid-value or higher through appeals and loyalty communications
Since late 2023, the charity converted 359 standard-level donors to mid-value (or higher) through appeals and loyalty communications.
Build a mid-value pipeline inside your CRM in 5 steps
Agree on your mid-value definition and thresholds for your organization.
Rank your existing donor file so stewardship starts with the highest-propensity prospects.
Push the ranks back into your CRM so selections and ownership live in one place.
Run a controlled test with a clear test group and control group before scaling.
Refresh the ranks on a regular cadence and repeat the workflow as part of the weekly rhythm.
See what a mid-value pilot could look like in your CRM
Walk through a low-risk test design and the outputs you’d need inside your CRM to start prioritizing mid-value stewardship next cycle.
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