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 first step towards building a successful relationship is to take care of the conversation. You should insist on making an impression when it comes to fundraising letters, telephone calls and messages. The organization conversation with the public is also noticed. The public conversation comprises of newspaper ads, programs, pledge breaks and tune-in ads. The more they feel part of the process, the more they are likely to give.
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.
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 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 precedes requests for gifts just like dating precedes marriage. A potential donor always wants to know more about your organization and whether it meets his or her values. Therefore, cultivation is not an event but a process that should well though through, designed and implemented. The process should be done before the gifts are given and also after.
The first step towards building a successful relationship is to take care of the conversation. You should insist on making an impression when it comes to fundraising letters, telephone calls and messages. The organization conversation with the public is also noticed. The public conversation comprises of newspaper ads, programs, pledge breaks and tune-in ads. The more they feel part of the process, the more they are likely to give.
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.
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 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 precedes requests for gifts just like dating precedes marriage. A potential donor always wants to know more about your organization and whether it meets his or her values. Therefore, cultivation is not an event but a process that should well though through, designed and implemented. The process should be done before the gifts are given and also after.
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