The 7 Steps to Long-term Fundraising Success
How and why consistent, meaningful communication can impact your fundraising goals
Not realizing the impact of your short-term activity on your long-term fundraising goals can cost you millions of dollars, most likely when you need those millions the most.
There’s a common belief among non profits and alumni associations that they can’t afford to invest more in cultivating and communicating with their donors and prospective donors. There are some common phrases to describe this mindset: pennywise, pound foolish, cutting off your nose to spite your face, or not seeing the forest for the trees.
The reality is this: in the long run, organizations that prioritize quality communication with their donors result in gaining more in donors, dollars and overall participation from their community of supporters.
A cultivation program, driven by a focus on the donor’s point of view, results in donor-dollar growth in annual giving, members who are involved as volunteers, and generous giving to major fundraising projects.
7 Steps to Long-term Success
1. Focus on your donors
Organizations that receive the most support are those who engage and involve their donors, those who perform services their donors care about, and those who provide benefits for belonging to their community.
These benefits can include tangible benefits as well as intangible ones, such as recognition and personal gratification. Engaged donors will make the largest or most consistent gifts and ultimately, will become your best champions and solicitors
2. Keep Accurate Data
Collect everything you can and invest resources to keep it current. The more information you have, the stronger your organization will be.
This includes everything from:
Donor addresses
phone numbers
emails
donation dates and amounts
who supported specific projects
who attended which events
a full list of volunteers
Your data is the foundation of your organization; protect it and care for it like the valuable asset it is.
3. Personalize your Communication
Maximize your database and establish meaningful relationships by sending letters and emails that are personalized to each individual. This can be done through everyday programs such as Microsoft Word, Excel, and Outlook.
No one is moved by being addressed as a “Friend”, “Supporter” or “Concerned Community Member”, especially if they’ve given you a financial gift or worked for you as a volunteer. While it may be easier or “cheaper” for you, to a donor or prospect, it’s just impersonal.
4. Tell your story
Telling your story in words, photos, or even video is a great opportunity to engage your current donors and prospective donors. Find new ways to connect with your donors through personal stories and experiences that compel your donors to give.
5. Be frequent and consistent
Through successes and setbacks alike, communicate often and regularly to become a part of your donors’ lives all the time, not just when you need money. Your communication with them should be frequent and meaningful, such as sharing success stories or asking for donor participation to aid in cultivating a feeling of community..
6. Provide opportunities for donors to be active participants
When it comes to these opportunities, however, they do not only include regular events or working as a as volunteers. While those activities are critical, donors also appreciate opportunities to contribute their ideas on your goals and vision for the future.
Don’t be surprised if you uncover that a donor has a passion tied to your cause that he or she will be willing to fund. Giving your donors to ability share their passions and how they connect with your organization will create a stronger bond to the group and will create a bigger drive for current members to donate and also attract new members.
7. Stick to it
Just like any wellness program, adherence is key to long-term success.
Sounds like a simple concept, but we all know that it’s often the hardest part. Set incremental goals; be ambitious, but realistic; and make an effort to really understand the true metrics behind cultivation and what they mean to your annual fund and your future fundraising needs; then measure, evaluate and adjust accordingly. Don’t quit at the first sign of perceived failure!
8. Focus on your donors
No, this is not a typo! It’s so important that it deserves top billing and a closing spot.
When your donors feel close to your cause, they will give and give generously; strangers will not make extraordinary gifts. Executing a successful cultivation program doesn’t happen overnight, or by accident. But it also isn’t rocket science.
Simply put, it is a series of activities and actions— consistent communication, events and personal outreach—that keep your donors at the center of everything
The takeaway?
Meaningful communication is incredibly important in creating strong relationships with your donors, but consistency is key. Find out what drives your donors, share their stories, and form meaningful relationships with your donors guaranteed to last for years to come.
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