Donor Cultivation (Simply Making Friends)
Donor Cultivation simply means building relationships with potential donors.
Asking someone for a gift to support your program should not be where a relationship begins. We want to build that relationship over time, get to know the donor and their interests. Be intentional in your plan. Be caring and genuine in all you do.
Listed below are a few ideas to include in your donor cultivation plan.
Come up with a list of prospects. Here are a few places to start your prospect list.
- Brainstorm names of potential names with volunteers. Focus on people they can introduce you to that may be interested in supporting a program like yours.
- Create a list of alumni from your program and review that list with key volunteers to identify potential donors.
- Create a list of camper families who have sent campers for multiple years.
- Produce a list of past and current volunteers who do not currently make a gift.
Set up a time for a first meeting and introduction
- Keep it short and simple.
- Do not share a lot of facts and figures or too many stories about your program.
- Ask them questions, get to know them. Keep it conversational.
- Like any relationship, it should be about getting to know each other
Develop a plan to continue building the relationship
- Invite them for a tour
- Grab coffee
- Invite them to a volunteer day
- Send them a handwritten note thanking them for their time
- Connect them with other donors, people they may know that support your program
- Be open and honest with them. Be willing to be vulnerable and genuine
It’s about the donor
- Learn what their interests are, what they are passionate about
- Try to align their interests with areas of your program
- Respect their wishes and timeline
- Never rush an ask. Wait for the relationship to develop
- Allow them the opportunity to give advice and feedback
Wait til it’s right
- Ask permission to talk to them about a gift
- Be sure to align your ask with their interests
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