Building relationships with current and prospective donors (donor cultivation) is easier said than done. It takes patience, persistence, and a lot of smiling. For new (and seasoned) fundraisers, it can be mystifying how to build genuine, lasting relationships that inspire donors to give time and again.
Donor Cultivation is a Team Effort
One important thing to remember is that the relationship should not simply be between two individuals, but between an individual and an organization. In other words, supporters should be engaged and introduced to a variety of people at your organization.
This ensures that if a founding director (with all the relationships) leaves your organization, all those relationships won’t disappear, too.
A good fundraiser will do their best to build relationships between donors and their organization so that long after they’re gone, the donor still feels loyal to the organization. This is done by making sure that donors know multiple people at the organization (the director, development director, program director, and a board member or two).
Your Nonprofit Staff is a Big Part of Your Donor Cultivation Efforts
The Executive Director should be actively involved in building strong relationships with individuals who can support the organization. The Executive Director is the “face” of the organization and can speak to donors about the vision for the future of the organization.
The Development Director’s role in cultivation is to ensure donors have a variety of ongoing interactions with the organization.
Nonprofit staff members can use a variety of techniques to build a connection between supporters and their nonprofit.
So with that in mind, let’s dive into the many ways to cultivate donors at your nonprofit.
The List: 27 Ways to Cultivate Nonprofit Donors
At a minimum, this robust list of 27 ways to cultivate donors should get your creative juices flowing. And when it does, I’d love for you to add to the list in the comments below the post.
Together, we can make this list the definitive resource of donor cultivation ideas. So be sure to bookmark this page and/or keep it handy on your phone.
1-4: Start with Donor Cultivation Basics
Some of the obvious ways to cultivate donors include:
1. Set up in-person meetings.
Sit down for coffee at the person’s home or office to get to know them better.
2. Get on the phone.
Check in, provide updates, say thank you, invite to volunteer, request a meeting, etc.
3. Write a personal email.
Like #2 above, check in with your donors periodically.
4. Send a personal note or text.
Just a quick note to let them know you’re thinking of them, and thank them for their involvement with your organization.
5-8: Employ Numerous Volunteer Opportunities for Donors
Probably your number one engagement and cultivation tool is volunteering. If you can attract individuals to volunteer for your cause, then they are more likely to be committed to the mission and your organization. Although supervising volunteers can be a bit like herding cats, it’s well worth the effort.
5. Invite the donor to serve on a committee.
Committee work is a great way to engage supporters in your work.
6. Organize a one-day project.
A community wide clean-up activity is a great way to engage a lot of people at once. Be sure to have a follow-up plan in place to keep them engaged. At the end of an emotional day is a great time to ask for a monthly gift to continue their support all year long.
7. Provide ongoing volunteer opportunities.
One-time volunteer opportunities are great, but ongoing engagement is even better. Make a list of ways volunteers can support your organization all year long.
8. Create certificates of recognition for a job well done.
All volunteers should be thanked for their service. A token of appreciation goes a long way.
9-11: Make Use of Programs and Events to Cultivate Donors
Programs and events which showcase your services and clients are wonderful cultivation tools.
9. Give live and virtual tours of your programs.
Show and tell is the best way to share what you’re all about. Be sure to invite supporters to tour and experience your programs and services.
10. Honor people at your gala.
This one you’re likely already doing. It doesn’t have to just be at your gala — take any opportunity to thank your supporters in a public and meaningful way.
11. Hold a special event just for donors or volunteers.
People are busy, so don’t expect them to come out for punch and cookies. Offer a “behind the scenes” tour or an exclusive lecture on an interesting topic (the latest cancer cures, or how they can help save the environment). Give them a good reason to show up.
12-14: When Appropriate, Consider Involving Clients in Donor Cultivation
When appropriate, use clients to help with cultivation. Depending on the mission of your organization, there might be a great opportunities to get donors and clients together.
12. Provide opportunities for clients and donors to interact.
If you have the ability or opportunity to introduce your clients to supporters – do so!
13. Have clients write thank you notes or draw pictures.
There’s nothing like a good old-fashioned letter in your mailbox. And, a genuine note of thanks will go a long way.
14. Share testimonials from clients.
Have clients provide testimonials in writing, by video, and in person, whenever possible.
15-17: Ask Donors for their Expertise and Advice
Donors are more than ATM’s and want to be helpful in ways beyond their money. Lean on them for their advice and expertise.
15. Ask for feedback on your work.
Schedule time to sit down and ask for genuine feedback on relevant topics. Ask supporters how you could do a better job of marketing in the community, thanking your donors, and other topics they might have an interest in.
16. Solicit for professional advice (legal, financial, accounting, program related, etc.).
When individuals have special areas of expertise, they may be willing to share and help your organization.
17. Request help solving a problem.
Community members might come to the table with just the fresh perspective you need to solve a challenging problem. Don’t hide your challenges from supporters. Instead, ask them to help you solve your biggest challenges.
18-23: Get Personal with Your Donors
Although I would never talk about religion or politics with donors (unless that’s the nature of your nonprofit), it is important to get to know them as a person. A little gesture often goes a long way.
18. Wish them a happy birthday.
Personalize a birthday card by having several people hand-sign it and add small notes.
19. Mail a holiday card.
Again, not a pre-printed one, but one with a personal message.
20. Send get-well card and a fruit basket.
When you find out one of your supporters is sick, do something thoughtful to let them know you’re thinking of them.
21. Deliver freshly-baked cookies.
Nothing says “I’m thinking of you” like fresh baked goods. If your clients made them, all the better.
22. Ask about their family, spouse, children, and grandchildren.
Pay attention when they talk about their family, so you can ask about them on subsequent visits.
23. Inquire about their job, industry, business, or hobby.
Taking interest in another person’s interests shows how much you care.
24-27: Leverage Your Board Members for Cultivating Donors
Board members should be involved with cultivation of other donors. It’s a key way they can help with fundraising.
24. Board Members are the best thankers.
Have board members make thank-you calls and write thank-you letters.
25. Invite guests so join and participate in a board meeting.
Invite board and non-board members to share something or make a presentation at a board meeting.
26. Feature someone for a job well done at a board meeting.
Highlight someone for a job well done at your next board meeting. For example, the chair of the fundraising event, or someone who gave an effective tour.
27. Have board members make introductions to colleagues and friends.
Networking is a big part of why people get involved at nonprofit organizations. Meeting interesting people is a key perk.
Even More Ways to Cultivate Donors for Your Nonprofit
Don’t forget to bookmark this list and/or keep it handy on your phone. You’ll come back to it again and again. I’m confident that a number of these cultivation ideas will work perfectly for you and your nonprofit.
To make this list even more useful, add your suggestion to the list in the comments below.
Very helpful information. I especially like the suggestion to include donors in volunteer opportunities. It can really make a huge impact with already engaged donors.
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Inspiring really learning a lot in how to build a strong relationship with donors soon I will be sending you an email about our newly nonprofit community technical for helping school dropouts with hands on skills
Am returning to work in the field of non-profit fundraising, and really appreciate your articles. They have been so helpful in helping feel I am getting back up to speed. (BTW – is there a typo in the header of item 25? Please feel free to edit this bit out if you decide to post my comment :0)
Building on creating a committee, I like a one-session task force. (What should our gala theme be? How can we attract more sponsors?) Less intimidating time-wise than a committee and achieves a similar cultivation effect.