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Strong relationships with donors are important to ensure fundraising success for non-profit organizations all year round. Donor cultivation strategies are not difficult; they are partly art and partly science. If carefully planned and executed consistently, they are powerful tools for any organization. So what should be done right?
The most important factor to take care of is the quality of conversation. Fundraising letters, telephone calls and messages should leave a powerful impression. The conversation should also be taken to the public. This comprises of pledge breaks, review programs, newspaper and tune-in ads. More donations are made if people feel part of the process.
Cultivation events are also necessary. They are in form of annual dinners or luncheons, small parties, wine events and program previews. However, parties and events do not mean anything if there is no good follow up system. Every activity or event should have a systematic and pre-planned follow-up plan. These include thank-you letters, follow-up emails or personal phone calls.
Personalization is important but not everything. The quality of the message communicated has the most impact. When you call, email or send newsletters, ensure that the message is well designed. For instance, use words and pictures to portray the kind of people the organization serves. Include information about the volunteers and recognize donor and the impact of their generosity.
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.
This process should be systematic, coordinated and strategic. It is easy to plan the activities for corporations and foundations as they have calendars. However, Individuals do not and patience has to be exercised with them. Anyone has the potential to give big donations so remember to treat small and big givers alike. After all, you can never tell big from small givers.
The cultivation process is not about knowing more about their checkbook. It is about getting real interest in their personalities. Get to know their culture, vision for the future and interests. Do not rush to develop the relationship when the fundraiser is around the corner, it will not work. A successful relationship should make everyone feel like part of a big family that shares a common goal.
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.
The most important factor to take care of is the quality of conversation. Fundraising letters, telephone calls and messages should leave a powerful impression. The conversation should also be taken to the public. This comprises of pledge breaks, review programs, newspaper and tune-in ads. More donations are made if people feel part of the process.
Cultivation events are also necessary. They are in form of annual dinners or luncheons, small parties, wine events and program previews. However, parties and events do not mean anything if there is no good follow up system. Every activity or event should have a systematic and pre-planned follow-up plan. These include thank-you letters, follow-up emails or personal phone calls.
Personalization is important but not everything. The quality of the message communicated has the most impact. When you call, email or send newsletters, ensure that the message is well designed. For instance, use words and pictures to portray the kind of people the organization serves. Include information about the volunteers and recognize donor and the impact of their generosity.
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.
This process should be systematic, coordinated and strategic. It is easy to plan the activities for corporations and foundations as they have calendars. However, Individuals do not and patience has to be exercised with them. Anyone has the potential to give big donations so remember to treat small and big givers alike. After all, you can never tell big from small givers.
The cultivation process is not about knowing more about their checkbook. It is about getting real interest in their personalities. Get to know their culture, vision for the future and interests. Do not rush to develop the relationship when the fundraiser is around the corner, it will not work. A successful relationship should make everyone feel like part of a big family that shares a common goal.
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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