To ensure fundraising success all round the year, a non-profit organization ought to build strong relationships with prospective donors. Actually, it is part science and part art but donor cultivation strategies done right effective. They have to be consistent, have personalized communication methods and be carefully planned to ensure mutual benefit. The following are some of the growing strategies;
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.
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.
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 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 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.
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.
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 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 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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