Your Next Major Contributor

The fundraising truism "the best prospect for your next major contribution is the person who made your most recent major contribution" begs the question, "why?" Why would someone give again to your organization? The answer is simple: ongoing involvement and appreciation.

What can you do?

Immerse donors in your mission and vision
Lead donors to contribute because they believe in the mission and vision of your organization. Using your organization's key messages, a major donor should be able to explain to friends and associates how lives are changed as a result of their participation.

Bring them face-to-face with those who benefit
Donors feel connected to the organization when they hear glowing descriptions of your organization's work from the "end user." In a university, connect the donor to individual students. In a social service organization, ask them to meet your clients. When those who benefit can also say "thank you" it sends a very positive and compelling message about the good that can come about as a result of a charitable contribution.

Express appreciation in ways that symbolize their partnership
Plaques and publicized donor lists are adequate means of donor recognition, but a personal approach is most effective. For instance, send a thank-you note whenever you are aware of the most recent impact of their partnership. Help contributors identify themselves with you so they will say "we" when talking about your organization.

Donors who feel involved and appreciated will look forward to the next opportunity for involvement to move "their" organization to the next level.

- James Mininger, PhD, Senior Vice President (Hesston, Kans.) jmininger@hartsookcompanies.com

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"Even though I may only be working on an annual fund appeal, it is important to make it part of the total fundraising picture." - Erica Waasdorp, President, A Direct Solution (Marston Mills, Mass.)

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

Getting Your Ducks in a Row! . . . Proven Strategies for Exceeding Your Capital, Endowment and Operating Campaign Goals. No development officer should be without this book. Bob Hartsook's guide brings together outstanding authors and sources providing a tool box of strategies for effective campaign fundraising. Each page is filled with ideas, concepts, plans, strategies, approaches and suggestions that result in success. Available for $19.95 (plus $3 S&H) through ASR Philanthropic Publishing or by calling toll free 1-877-7GIVING.
"Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.
"Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast" or the "Hartsook Best Practices Collection", please email Cathy Rutz, cathy@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com. We also invite you to contribute your own best practice by emailing Shelly Chinberg, shelly@hartsookcompanies.com.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. Send to Strategies for Success and eHartsook Editor Karin Cox, MFA, Senior Vice President (Wilmington, NC), kcox@hartsookcompanies.com. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Tammy Weinman, tammy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.