Thursday, April 16, 2015

The Basics Of Donor Cultivation Strategies

By Joanna Walsh


Non profit organizations are faced with the challenge of getting donors for sponsorship of their programs and projects for the cause they are supporting. With this, it is very important to nurture a relationship with donors so that fundraising will be successful. Somehow, this will rely on strategies, effective communication, consistency, and reputation.

Before proceeding, we define cultivation as a building of relationship for stewardship. This means that it includes donor cultivation strategies in order to proceed with the programs and projects. A non profit organization is not capable of generating its own funds. Hence, it needs the help of profit organizations like commercial companies.

Some of the most famous institutions that concentrate on funding different causes are World Vision and Unicef. They support people, especially women and children, who are victims of abuse, war, famine, slavery, poverty, calamities, and a lot more. They further support human rights and uphold the importance of education and health for children.

One way to accumulate funds is through communication. Communication strategies have to be well planned and thought of especially in enticing prospects to donate. It is not enough to make them donate once. It is more important that they commit with the organization even for future projects.

As part of corporate responsibilities of companies, especially the multinational ones, they need to indulge in charitable programs. This will be their way of supporting the society they are thriving in. This will be a good opportunity for not for profit institutions to help them realize their responsibilities as a corporation.

As part of the cultivation strategies, promotion is done in an active, purposive, and enticing manner. For example, the institution will make video clips or even documentaries of the areas of concern. It helps if they are able to tell the story effectively and touch the hearts of the prospects. Appealing to the emotions is one of the fortes of social and development workers.

When their emotions are stirred, they will become aware of how important and helpful it will be if they become part of the cause. Hence, they will then be propelled to pledge their help. Then the mission and goals of the organization should also be discussed and promoted in such a way that the donor will understand his or her roles in partaking in the cause.

How consistent an institution is will influence donors. If they see reports in the news, whether in television, print, or internet, some of them will call and communicate with the organization at their own will. They really want to be sure if their donations actually reach the end users. Furthermore, they want to be part of the advertising campaign as sponsors. This will add to brand recognition and customer trust.

In addition, the non profit organization will have to make sure that the partnership is recognized through media and communication strategies. For example, World Vision has its own web page and promote through social networking sites. Hence, the companies that extend their help can be easily recognized. This will also benefit their business and will give a good impression to its existing and potential clients.




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