November 21, 2016
Of course, directly asking for a gift is one of the obvious ways to create sustainable philanthropy. But before you ask, you must create donors who are so connected to the organization's mission, they are excited to partner with you by giving. Donor relationships must be properly cultivated.
Here are a few tips to increase donor loyalty and create a stream of giving from donors who are committed to your mission.
The relationships you build with donors - whether foundations, corporations, or individuals - are crucial to the mission. No donors, no mission. Identify individuals in the organization who can best connect with your donors. Often, it will be a staff or board member, but consider enlisting other volunteers or those outside your organization to deepen donor relationships.
Use metrics to assess your progress. Don't assume you've reached out to every donor with a personal connection in the last year. Set goals, keep records, and make sure you're working a strategic plan. Regularly educate board members on new initiatives and share success stories so they can be proactive advocates as well. Their friends and colleagues will be a great pool for uncovering new donors.
Have you adjusted your communication tools to include social media? When was the last time you assessed your overall communication strategies? When it comes to cultivating donor relationships and building donor loyalty, good communication demonstrates appreciation for your donors' important role.
The time and resources you invest in donor cultivation to build donor loyalty will set you apart from other nonprofits and increase the return on your investment.
Matt Jones, Senior Consultant (Kansas City) firstname.lastname@example.org
Join Us on the Growing Philanthropy Tour
Next stops on the road to achieving Hartsook's mission of growing philanthropy by 25 percent in the next 20 years:
November 22-23, 2016
Directory of Social Change Fundraising Fair 2016
Oklahoma Center for Nonprofits
"Relationship Building: Where Do We Go From Here?"
Oklahoma Center for Nonprofits
Past Stops on the Tour
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Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, email@example.com. If you'd like a free subscription to Strategies for Success or its monthly companion, eHartsook on Philanthropy, contact firstname.lastname@example.org.