Tuesday, February 3, 2015

Simple But Effective Donor Cultivation Strategies

By Ines Flores


The ideal way for non-profit organizations to ensure fundraising success all year long is to build strong relationships with donors and prospects. Donor cultivation strategies are part science and part art. The strategies rely on careful planning, consistency and personalized communication. Here are some of them;

The quality of conversation is the most important factor in building successful relationships. The message communicated in form of telephone calls, emails and fundraising letters ought to leave an impression. The public should not be left out of the conversation. Newspaper ads, review programs, tune-in ads and pledge breaks comprise the public conversation. Inclusive programs ensure more people give.

Formal and informal events and parties are also a necessity in the cultivation process. They include wine events, annual dinners, program reviews and luncheons. The most important part of the events is the follow-up. Personalized telephone calls, emails and thank-you notes should come after a successful event. The follow system should be well planned and coordinated.

It is not just about personal interaction. The messages communicated during the growth process have the biggest impact. The message in the phone calls, letters, emails and newsletters should communicate the impact of the organization programs. It should also portray in words and pictures the people served in the programs. The message should not be only the special events of the organization but also volunteers, recognize them and the impact they have had in the communities they serve.

The culture to welcome and cultivate donors should be carried out by everyone including volunteers, staff and board. Also, current donors should be part of the process as they serve as champions for your cause. When there are many diverse people in your course, even more people are attracted to it. You cannot predict the immediate returns of a cultivation process but you can influence it.

It is easier to sequence activities for corporations and foundations compared to individuals who do not have a calendar. However, the process of growing donors should be systematic, coordinated and strategic for corporations, individuals and foundations. Lastly, do not ignore the small givers. You cannot tell big givers from small ones and after all anyone has the potential to give big. So, grow both groups in the same way.

The important fact to remember is that cultivation is more than knowing about their checkbook. You must make it your business to know their culture, interests and vision for the future. A successful relationship makes everyone feel part of one huge family with a common goal. The relationship should not be when there are funding efforts in the near future.

Donor cultivation is to requests for gifts what courtship is to marriage. One always leads to the other. All potential donors are interested in is in what your organization does and whether it reflects their own values. So, do not shy away from sharing down to the smallest detail. Make cultivation a life -long process rather than an event. Think it through, design and implement it thoroughly. Do it before and after the gifts are given, it can make a huge difference.




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