Donor Cultivation Strategies
Donor Cultivation is the most misunderstood part of the fundraising channel. Of the four primary components, prospecting, cultivation, asking and stewardship, a solid cultivation strategy guarantees a high performing fundraisiing program for your nonprofit.
Cultivation is everything that happens between the time you identify a person as a prospect for your organization until the time you make the first ask. Cultivation is the process of building a relationship with your prospect, communicating with them, and ultimately moving them down the road towards that ask.
The cultivation phase is indispensable for non-profits, because it lays the groundwork not only for a strong ask, but also for a lifelong relationship with your donor that lasts far longer than just one gift.
The goals of your donor cultivation program should be to build the relationship,and move towards the close/ask.
Some of the ways I cultivate donors include:
- Meetings
- Phone Calls
- Newsletters/Social Media
- Events
- Volunteer opportunities to network
It's important to segment donor cultivation so you can allocate your resources. Having a system in place for high-profile donors, mid-level and low dollar makes it easier to get to the ask/close the deal more efficiently