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If you’d rather do ANYTHING besides cultivating individual donors, this session is for you! You’ll learn why you may feel uncomfortable at the thought of donor relationships and how to overcome it. You’ll learn a simple method for building relationships on purpose, using a variety of strategies.
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From Awkward to Awesome: The Beginner’s Guide to Building Relationships with Donors
Presenters
Sandy Rees, CFREGet Fully Funded@SandyRees
Daniel Watson, Executive Director
The Restoration House@RestoreFamilies
Why focus on individual donors? 2011 Contributions: $290.89 Billion
According to 2011 Giving USA Report
Corporations5%
Foundations14%
Bequests8%
Indviduals73%
Why focus on individual donors? Statistical Annual Retention
Stay65%
Go away35%
Why do some leave?• Move away• Pass away• ???• ???
*Ultimately they leave because they don’t have a relationship
It’s ALL about the relationshipRelationships lead to• Volunteers• Money• Other Resources• Other potential donors
But “authentic” relationships can’t be presumptuous• Don’t rush the ask • You’ve got to value the relationship over the gift
It’s ALL about the relationship
Shared Passion
Intentional Investment
Loyal Donors
It’s ALL about the relationshipDonors that you have a relationship with and who love what your organization does, are the foundation for sustainability
Do you want Donors or a Friends?
Donors Friends
Give you money Give you money and love and support, and cares about your success
May or may not give again Will always be there for you
May or may not support you in other ways Look for other resources (including people) to bring to you
May or may not speak well of you in the community
Are ambassadors for you, spreading the word about your mission
Don’t necessarily feel engaged or connected See themselves as partners in your work
So why does it feel icky?
The wrong mindset will leave you feeling yucky about building relationships with donors
“They’ll think I’m just after their money.”“I’m being manipulative.”“I’m taking advantage of them.”
Change the mindset!
“I’m making friends for my organization.”“The more friends we have, the more people we can help.”“I’m giving these folks the chance to partner in our work.”
How does a relationship grow?• It ALWAYS starts with an introduction• In small steps• Intentionally and over time• Give and take• Lots of interest• Lots of attention• Lots of communication
Relationship exercise!
Think about the donor you have the closest relationship with.
How did your relationship with him/her develop over time?
What are some key things that happened that could be applied to develop other donor relationships?
Steps to Building a Relationship on Purpose1. Network, consistently look for introductions2. Get interested. Learn all you can about them. Look for shared
passions, common interests, etc.3. Get to know them. What are their likes and dislikes?4. Ask questions.5. Listen.6. Communicate regularly but appropriately.7. Keep the focus on THEM not YOU.
Communicate Well
Good Communication• Welcome• Understood• Interesting• Two-way• Relevant
Online or in Print?
What does the donor want?
It’s all about THEM after all!
Ego-Centric vs Donor-Centric
Ego-Centric Donor-Centric
We’ve been around for 30 years. You’ve helped us change lives.
We have 6 programs and serve 500 people each week.
With your help, 500 people get assistance each week.
We serve 10 counties. Your gift helped us reach people in 10 counties.
What makes it relevant?• Interesting to THAT person• Timely• Appropriate
Create Relevance• Know their interests• Know their preferences• Pay attention to the details
* It pays to have a good donor relations database
Keys to a Strong Relationship• Commitment• Trust• Respect
Deepen those relationships!• Relevancy• Consistent communication• Become their favorite
Let’s get practical• Letters• Handwritten notes• Phone calls• Personal visits• Personal tours of your facility• Free tickets to your events• What else?
Donor Cultivation Plan• Series of steps to get to know a donor and build
relationship• Specific to the donor – one size does NOT fit all!• The deeper you plan to take the relationship,
the more time it will take
Sample “New Donor” Cultivation Plan
Step 1: Call and thank them for their past support.
Step 2: Invite them for a personal tour. Find out what they love most about your work.
Step 3: Invite them to lunch and tell them more about a project that fits their interests.
Step 4: Ask them to become a partner in your work.
Extreme Makeover: Home Edition
Sandy Rees, CFRE @SandyRees
Fundraising Coach, Get Fully [email protected]
Daniel Watson @RestoreFamilies
Executive Direction, The Restoration [email protected]
