Recently I hosted a webinar called, How to Make Better Fundraising Asks… and Get Donors to Say “Yes”! (You can catch the replay here.)
In the webinar, I talked about how it’s important for donors to feel great about their donations so that they continue to give again and again. As a fundraiser, it’s important for you to think about the 3rd, 4th, and 5th gifts they might make — not just the current gift. That’s what building donor relationships is all about.
Whether or not you’re at your current organization five years from now (although I hope you are), your donors should be supporting their favorite causes long after you and your colleagues are gone.
Where will You be 5 Years from Now?
Have you ever wondered where you’ll be five years from now? Depending on your stage of life, five years may seem like an eternity, or just a short time from now. Either way, it’s important to consider where you’ll be.
- Do you hope to be at the same job you are now?
- Will you have received a promotion at your current organization?
- Could you be doing something entirely different?
What might you be doing that’s the same, and what will be different?
Think about where you want to be, and then consider the steps you ought to begin taking now to get there.
An example: A look into my future
Five years from now, my oldest child will be away at college (hopefully!) and my youngest will be a junior in High School. I plan to make time to read more books (and watch more movies for leisure). I will probably have written another book or two. And I’ll travel more — both for work (speaking and board retreats) and for pleasure.
So that’s how I see my future, and I’m already considering the steps I’ll need to take to get there.
You should do the same to ensure you realize your future hopes and dreams. A little planning and follow-through is all it takes.
Where will Your Donors be 5 Years from Now?
Now think about where your donors will be five years from now…
- Will they be at the same job?
- Would they have gotten a promotion?
- Will they be empty-nesters, new grandparents and/or recently retired?
- Will they live in the same area?
- Will their priorities be the same as they are now?
Not only are your current donors likely to be able to give bigger gifts down the road, but they’ll also begin to see themselves as fundamental to the future of your organization’s mission.
But that will take some careful intervention on your part. It’s up to you to sow the seeds today so that everyone (you, your nonprofit and your donors) can reap the benefits in the future.
Help your donors see their potential over time
Let’s say your organization is a literacy program. You and your donors feel strongly that one of the keys to ending poverty is higher literacy rates. The ability to read impacts so many areas of a person’s life, including their ability to get a good job, their health (being able to read medicine and food labels), and their quality of life.
And then there are ramifications for the community. Higher literacy rates lead to less crime (when people have jobs, they are less likely to commit crimes) and fewer accidents.
Your donors may understand that supporting your organization now will impact the community for years to come. Then again, they might not. It’s your job to paint that picture for them. Help them understand how their gift is used for the greater good — for both the individual and the community.
Ensuring your donors understand what you’re up against will help them understand you need advocates and supporters for the long haul.
It’s about forging a long-term partnership
You don’t want to present your organization as a “quick fix” or miracle program. You’re tackling some of the biggest challenges our world faces. Don’t make shallow promises. Explain to donors that you’re looking for long term partners. Let them know what’s likely to change this year and what’s likely to take longer, so that they clearly see their role as part of an ongoing solution.
Helping your donors feel like they’re making a difference over time is the best think you can do as a fundraiser and an advocate for your organization’s mission. In the end, that’s what it means to “build a relationship” between a donor and your organization.
You get something out of it, too
You, as a fundraiser, also benefit from having long-term partnerships with your donors. As they grow to trust you and your organization, their commitment will deepen and strengthen. And there’s nothing like working at an organization with fiercely loyal donors. It’s great for your esteem and your fundraising success.
Planting these seeds now can make a big difference for you and your future, as well as the future well-being of your organization and the fulfillment of your donors.
The Future is Bright — for You and Your Donors
Of course, none of us have a crystal ball.
Five years ago, you may not have envisioned where you are today. But with a little planning and determination, you can help predict and influence where you’ll be five years from now. In the same way, you can set the stage for how your donors will interact with your current organization for years to come.
As a fundraiser in the here-and-now, you should be focused on the vision of your organization — and what donors can do to help make that vision real.
Remember, your donors will be in a different place five years from now, just like you. They may have more to give. They may be more vested in your organization’s mission. With you as their guide, they can see themselves as an important part of the solution.
And as you’re working with donors today to strengthen their future support, you’re paving your own path forward. You’re building relationships, gaining experience and contemplating other steps to bring your dreams a little closer to becoming a reality.
The future is bright for you and your donors — seize it today!
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