Young Nonprofit Professionals Network Learning Circle The Essentials of Fundraising & Donor Development Week 4 - Cultivation Jessica Haynie October 18, 2011

222 Today’s Agenda Exercise - elevator pitch Presentation on cultivation Review top lists and homework

333 Review of donor stages Identification Qualification Cultivation Solicitation Stewardship

4 Things to consider as you are cultivating donors Every person you meet is a potential donor Every person you or your organization does business with is a potential donor People that have given before are likely to give more the next time People like to build relationships - they like to get to know whose behind the work People like to be treated special

5 Cultivation Stage Donor –Expresses views, opinions, and values –Becomes interested and involved –Become comfortable with the DO or ED Development Office or Executive Director –Uses active listening to learn donor’s interests and values as they relate to the organization –Provides opportunities for involvement –Maintains steady involvement with donor

6 Creative Stage Donor –Understands and appreciates the good work of the organization –Feels engaged Development Office or Executive Director –Understands what motivates the donor –Asks magic wand questions –Identifies and presents opportunities for engagement and impact –Creatively explores donor interests that align with fundraising priorities

7 Building & Maintaining Relationships Building the relationship is building to an ask Active listening is key to understand a donor’s interests and values Listen more than you speak Connect donor’s interest to your cause Enhance the relationship with the organization

8 Building & Maintaining Relationships Build a bond between the donor and the organization (not the DO) Paint pictures of the possible Communicate: –Be in touch when you are NOT asking for money –Maintain regular contact/communication, not sporadic –Continue to let donors know about organization’s success People give to winners Donors like to invest in successful organizations –Let donors know how gifts make a difference

9 Cultivation Events Program preview Annual dinner or luncheon Open house or tour of facility Invitations to board meeting or annual meeting Small party at home of board member or volunteer Small group meeting/luncheon with ED With events, personal invitations through letters and/or calls with immediate follow up after.

10 Personal Cultivation Call of thanks from board member or ED Schedule a one-on-one lunch with DO or ED Send personal, handwritten follow up notes after a meeting or phone conversation Send birthday and/or holiday cards Send notes, calls, or s about upcoming program of special interest and to share successes Clip or send an article that is known to be of interest

11 Personal Cultivation, cont. Send a DVD of a program of interest Pass along complimentary tickets to events Send personal thank you letters for donations Regularly communicate what is going on in the organization through newsletters, conference calls with other donors, updates from the ED (“Insider News”) Create volunteer opportunities and meaningful experiences

12 Homework For the top lists that you developed last week, I want you to now identify the next action step that needs to happen with your prospect or donor, and also include who’s going to do it and by when. Qualification, Cultivation, Solicitation, Stewardship