Strong relationships with donors are important to ensure fundraising success for non-profit organizations all year round. Donor cultivation strategies are not difficult; they are partly art and partly science. If carefully planned and executed consistently, they are powerful tools for any organization. So what should be done right?

The quality of conversation is the most important factor in building successful relationships. The message communicated in form of telephone calls, emails and fundraising letters ought to leave an impression. The public should not be left out of the conversation. Newspaper ads, review programs, tune-in ads and pledge breaks comprise the public conversation. Inclusive programs ensure more people give.

Events and parties complement the organization cultivation efforts. Such parties and events can in form of wine events, program previews and annual dinners or luncheons. However, remember that these parties are only helpful if followed up. A good follow up system should be made to accompany every activity or event. The basic follow-ups include personalized phone calls, emails and thank-you notes.

Personalization is important but not everything. The quality of the message communicated has the most impact. When you call, email or send newsletters, ensure that the message is well designed. For instance, use words and pictures to portray the kind of people the organization serves. Include information about the volunteers and recognize donor and the impact of their generosity.

Do not resign the work of welcoming and growing donors to individuals or certain groups of people. The process is a team effort that should include volunteers, board, staff, and even current donors. They serve as champions of activities of the organization and their impact on the society. The more people involved, the more people it attracts. Since you cannot predict the outcome of the cultivation process, influence it.

It is easier to sequence activities for corporations and foundations compared to individuals who do not have a calendar. However, the process of growing donors should be systematic, coordinated and strategic for corporations, individuals and foundations. Lastly, do not ignore the small givers. You cannot tell big givers from small ones and after all anyone has the potential to give big. So, grow both groups in the same way.

Cultivation is for growing a deep relationship, not with their checkbooks but their personalities. It is your business to know their business. What their vision for the future is, their culture and interests. It should not be cultivated when a fundraiser event is near rather all the time, all round the year. You will know whether you have succeeded if everyone is part of one big family with shared interest.

Donor cultivation is to requests for gifts what courtship is to marriage. One always leads to the other. All potential donors are interested in is in what your organization does and whether it reflects their own values. So, do not shy away from sharing down to the smallest detail. Make cultivation a life -long process rather than an event. Think it through, design and implement it thoroughly. Do it before and after the gifts are given, it can make a huge difference.

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