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 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.
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 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.
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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