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 quality of conversation is the most important factor in building successful relationships. The message communicated in form of telephone calls, emails and fundraising letters ought to leave an impression. The public should not be left out of the conversation. Newspaper ads, review programs, tune-in ads and pledge breaks comprise the public conversation. Inclusive programs ensure more people give.
Cultivation events are also necessary. They are in form of annual dinners or luncheons, small parties, wine events and program previews. However, parties and events do not mean anything if there is no good follow up system. Every activity or event should have a systematic and pre-planned follow-up plan. These include thank-you letters, follow-up emails or personal phone calls.
Personal interactions are essential but not everything. What matters is what and how you communicate. The phone call, newsletter and email should have a carefully designed message to invoke certain emotions. Use words and sometimes pictures to tell of the people served by the organization. Also talk of volunteers and donors and how much their sacrifice has been useful.
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.
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.
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 is to requests for gifts what courtship is to marriage. One always leads to the other. All potential donors are interested in is in what your organization does and whether it reflects their own values. So, do not shy away from sharing down to the smallest detail. Make cultivation a life -long process rather than an event. Think it through, design and implement it thoroughly. Do it before and after the gifts are given, it can make a huge difference.
The quality of conversation is the most important factor in building successful relationships. The message communicated in form of telephone calls, emails and fundraising letters ought to leave an impression. The public should not be left out of the conversation. Newspaper ads, review programs, tune-in ads and pledge breaks comprise the public conversation. Inclusive programs ensure more people give.
Cultivation events are also necessary. They are in form of annual dinners or luncheons, small parties, wine events and program previews. However, parties and events do not mean anything if there is no good follow up system. Every activity or event should have a systematic and pre-planned follow-up plan. These include thank-you letters, follow-up emails or personal phone calls.
Personal interactions are essential but not everything. What matters is what and how you communicate. The phone call, newsletter and email should have a carefully designed message to invoke certain emotions. Use words and sometimes pictures to tell of the people served by the organization. Also talk of volunteers and donors and how much their sacrifice has been useful.
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.
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.
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 is to requests for gifts what courtship is to marriage. One always leads to the other. All potential donors are interested in is in what your organization does and whether it reflects their own values. So, do not shy away from sharing down to the smallest detail. Make cultivation a life -long process rather than an event. Think it through, design and implement it thoroughly. Do it before and after the gifts are given, it can make a huge difference.
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