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.
Events and parties complement the organization cultivation efforts. Such parties and events can in form of wine events, program previews and annual dinners or luncheons. However, remember that these parties are only helpful if followed up. A good follow up system should be made to accompany every activity or event. The basic follow-ups include personalized phone calls, emails and thank-you notes.
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 efforts to welcome donors and cultivate them should not be left to a particular individual or group of people. Everyone including volunteers, staff and the board should be involved. Current donors are the best to involve as they are advocates for the organization activities. Diversity of people attracts even more people; hence, integration of people of different walks of life is crucial. People influence the cultivation process, take advantage of them.
Corporations and foundations have calendars so it is easy to sequence their activities. Individuals do not so you have to be a little bit more patient with them. Also, treat small givers and big givers alike; anyone has the potential to give big donations. Both groups of people should be treated the same way. The process ought to be systematic, coordinated and strategic for individuals, corporations, foundations despite what their contribution is.
Cultivation is for growing a deep relationship, not with their checkbooks but their personalities. It is your business to know their business. What their vision for the future is, their culture and interests. It should not be cultivated when a fundraiser event is near rather all the time, all round the year. You will know whether you have succeeded if everyone is part of one big family with shared interest.
Just as courtship precedes marriage, donor cultivation precedes requests for gifts. Potential donors want to know more about your organization and whether you share similar values. So let them in into what you do, right to the details. Let cultivation be a process not an event or series of events. The process should be thorough, well thought, designed and implemented both before and after the gifts are given.
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.
Events and parties complement the organization cultivation efforts. Such parties and events can in form of wine events, program previews and annual dinners or luncheons. However, remember that these parties are only helpful if followed up. A good follow up system should be made to accompany every activity or event. The basic follow-ups include personalized phone calls, emails and thank-you notes.
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 efforts to welcome donors and cultivate them should not be left to a particular individual or group of people. Everyone including volunteers, staff and the board should be involved. Current donors are the best to involve as they are advocates for the organization activities. Diversity of people attracts even more people; hence, integration of people of different walks of life is crucial. People influence the cultivation process, take advantage of them.
Corporations and foundations have calendars so it is easy to sequence their activities. Individuals do not so you have to be a little bit more patient with them. Also, treat small givers and big givers alike; anyone has the potential to give big donations. Both groups of people should be treated the same way. The process ought to be systematic, coordinated and strategic for individuals, corporations, foundations despite what their contribution is.
Cultivation is for growing a deep relationship, not with their checkbooks but their personalities. It is your business to know their business. What their vision for the future is, their culture and interests. It should not be cultivated when a fundraiser event is near rather all the time, all round the year. You will know whether you have succeeded if everyone is part of one big family with shared interest.
Just as courtship precedes marriage, donor cultivation precedes requests for gifts. Potential donors want to know more about your organization and whether you share similar values. So let them in into what you do, right to the details. Let cultivation be a process not an event or series of events. The process should be thorough, well thought, designed and implemented both before and after the gifts are given.
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