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Effective Donor Cultivation, presented for CharityChannel.com
 

Effective Donor Cultivation, presented for CharityChannel.com

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Tools for cultivating donor relationships

Tools for cultivating donor relationships

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  • (AF) Successful development? Just like dating.

Effective Donor Cultivation, presented for CharityChannel.com Effective Donor Cultivation, presented for CharityChannel.com Presentation Transcript

  • Effective Donor Cultivation Presented for Charity Channel University August 10, 2010 Alice L. Ferris, MBA, ACFRE GoalBusters Consulting, LLC www.goalbusters.net
  • Goals for today
    • Understand the development cycle and the importance of cultivation
    • Identify different methods of donor cultivation that are appropriate for different donor motivations
    • Understand the roles of volunteers, staff, and other "buying influencers" on the development process
  • Why is Cultivation Important? Donor Focused Philanthropy “ Love of Fellow Man”
  • The Development Cycle No way Stewardship Cultivation Yes Ask No--maybe No interest Interest Initial Contact Pool of Prospects Qualified Prospects
  • Donor Motivations
    • Principle or Ideals Motivated
    • Status Motivated
    • Action or Emotion Motivated
  • Principle Motivated Donor
    • What “IS” good
    • Like causes that are intellectual
    • Sometimes lean toward traditional, established nonprofits
    • Sample Causes
    • Example Donor
  • Status Motivated Donor
    • What “LOOKS” good
    • Like causes that are high profile
    • Sample Causes
    • Example Donor
  • Action/Emotion Motivated Donor
    • What “FEELS” good
    • Like causes that are hands on, “make them cry”
    • Sample Causes
    • Example Donor
  • Types of Cultivation Activities
    • Social
    • Indirect
    • Direct
  • Social Cultivation
    • You are surrounding them with people who like you:
      • Friend-raising events
      • Referral connections
      • Social media
  • Indirect Cultivation
    • You are offering them information but not asking for response:
      • Public relations
      • Advertising
      • Newsletters
      • Website
      • Personal presence
  • Direct Cultivation
    • You are actually asking them to become more engaged in your organization
      • Facility Tours
      • Individual coffees, lunches, other meetings
      • Social media—maybe
    • Critical element: Don't ask for money
  • Goals in Selecting Activities
    • Balance audiences that your activities will appeal to
      • Which donor motivation type will like social activities? Status
      • Which donor motivation type will like indirect communications? Probably principle or ideals
      • Which donor motivation type will like direct cultivation? Depends on the activity and the people involved—could be all three
  • Goals in Selecting Activities
    • Diversify types of activities
      • Don't want all indirect since you won't be getting people more involved
  • Managing the Cultivation Process The Cultivation Plan
  • Donor Cultivation Plan
    • Top Ten or Next 25
    • General notes (with caveats)
    • Donor status
      • Assess at 5 th or 6 th contact
    • Target ask date
  • Donor Cultivation Plan
    • Generic activities
      • Newsletter
      • Advertising
      • Mostly indirect
    • Specific activities
      • Birthday cards
      • Personal meetings
      • Site tours
      • Mostly direct
  • Donor Cultivation Plan
    • Primary staff
    • Primary volunteer
    • Update this every month
  • How other players can support cultivation activities
    • Must have other staff and volunteers involved in social cultivation
      • Cultivation events
      • Social media recruiting and participation
    • Be your “eyes and ears”
      • Help with knowing specific details, seeing newspaper articles about milestones, etc.
    • Make the direct contacts if they are comfortable
  • Making Cultivation Active
    • Update cultivation plan for at least top ten prospective donors, and the next 25 if you can, every month
    • Assess “ask readiness” each month
    • Assign at least one specific, finite task to volunteers and other staff
    • Do at least one “cultivation touch” per day: a note, an email, a call, scheduling a meeting, etc.
  • Questions
  • GoalBusters Consulting LLC Alice L. Ferris, MBA, ACFRE [email_address] www.goalbusters.net Twitter: @goalbusters or @aliceferris Facebook: facebook.com/goalbusters Blog: blog.goalbusters.com