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.
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.
Do not resign the work of welcoming and growing donors to individuals or certain groups of people. The process is a team effort that should include volunteers, board, staff, and even current donors. They serve as champions of activities of the organization and their impact on the society. The more people involved, the more people it attracts. Since you cannot predict the outcome of the cultivation process, influence it.
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.
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 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.
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.
Do not resign the work of welcoming and growing donors to individuals or certain groups of people. The process is a team effort that should include volunteers, board, staff, and even current donors. They serve as champions of activities of the organization and their impact on the society. The more people involved, the more people it attracts. Since you cannot predict the outcome of the cultivation process, influence it.
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.
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 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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