Presented by Lisa Capps at Think Bib. Be Bold. 2018 Nonprofit Conference

1. Developing Relationships
with Donors
A Stop, Look and Listen Approach

2. My Background
 Communications degree
 Marketing
 Private Foundation
 Higher Education
 Social Services
 EmberHope Youthville

3. Fundraising Effectiveness Project, 2017

4. Donor Relations Truths
 The devil is in the detail
 Every donor is a potential “big” donor
 Gratitude is the most effective fundraising tool
 Establishing trust is the key to relationships
 A culture of philanthropy strengthens fundraising efforts

5. A Stop, Look and Listen Approach
Stop approaching donor relationships based on what your
organization needs. Instead, focus on the donor and what
they want to accomplish with their charitable giving.
Look for ways to connect donor interests with your mission.
How will giving make the donor feel good?
Listen to your donor. A donor will tell you what
you need to know to keep them engaged.

6. A Shift in Perspective
Shift your perspective from donors as “gifts” to donors as
“people.” Treat them accordingly and you can build
long-term relationships that result in positive giving
experiences for donors and significant gifts to support
the work of your organization’s mission.

7. “Everything But The Ask”

8. What Does Relationship
Development Look Like?
 Treat each donor as unique
 Listen to your donor
 Build trust with your donor
 Engage the donor in your mission
 Acknowledge donor contributions
 Create a culture of philanthropy in your organization

9. Each Donor is Unique
• Major gift fundraisers are similar to detectives
• On visits, what can personal items tell you about the donor?
• Are plaques and awards displayed?
• Does the donor contact you by email, phone or text?
• Does the donor relay information in a short, concise format or
is the donor a storyteller? Return information in the same way.

10. Listen to Your Donor
• Practice active listening
• Ask open-ended questions
• Restate what the donor has said to clarify
• Find connections to your organization
• Take copious notes or commit comments to memory
• Document conversations

11. Building Trust
• Be sincere
• Be on time for appointments
• Admit mistakes, lack of progress, poor press in the news
• Invite donors to lunch to discuss progress on a project
• Send notes, email, texts about topics that interest donor
• Make form letters personal with a short note
• Deliver on promises

12. Engage Donors in Your Mission
• Send a gratitude (e)newsletter
• Invite donors in for to tours
• Create face-to-face contact with constituents
• Offer volunteer opportunities
• Discover your niche and maximize it

13. Gift Acknowledgement Matrix
Stewardship Action Timeline $1 - $99 $100 -$249 $250 - $499 $500 –$999
$1,000 -
$2,999
$3,000
+
Action Owner
RE Thank you email
(online donations)
Immediately √ √ √ √ √ √
Auto-
generated
DA
Thank you letter on
letterhead
5 days √ √ √ √ √ √
DM print
letters for
signature
VPA
CAO
CEO
Handwritten
thank you card
3 days √ √ √
Finance
provide
copies
DA
ELT
BOD
Personal phone call 3 days √ √
Finance
provide
copies
DA
VPA
CAO
Personal phone call
from CEO or BOD
3-5 days √ √
DA provide
phone
number
CEO
BOD
In 2016, the average donor retention rate was 46%. Less than 50% percent of 2015 donors made repeat
gifts. (Fundraising Effectiveness Project, 2017).

14. Thank You Cards and Letters
 Send handwritten cards to each donor, if possible
 Add personal signatures and short notes to form letters
 Update thank you letters each year
 Create customized campaign thank you letters
 Incorporate pictures into thank you letter design
 Personalize thank you letter signatory
 Update online donation email notification annually

15. Thank You Calls
 Nothing beats a thank you call
 Be prepared for the donor to expect an ask
 If no answer, leave a message with call back number
 CEO and board member calls are important for
exceptional gifts.

16. Donor Newsletter
 Monthly publication focused on accomplishments achieved
because of contributions made by donors
 Use the content to draw connections from gift to outcome.
Because of your gift, 10 students from our community attended a summer
camp to learn how to weave straw hats. With this new skill, the students are
now working outdoors safely without fear of the harmful affects of the sun.

17. Donor Newsletter
 No solicitation
 Include reply for a soft ask
 Mail to donors, lapsed donors, some prospects
 Send on a regular schedule

18. Create a Culture of Philanthropy
• Giving starts with you
• Initiate an annual employee giving campaign
• Display your mission statement in the workplace
• Train staff in donor relations
• Create mission moment videos (internal & external use)
• Wear a nametag in public

19. Find Your Niche

20. Challenged Athletes Foundation

21. Treat Donors with Respect
Treat your donors with the same respect you show to your friends. You
wouldn’t remain in a friendship with a person that only talked about
themselves and what they needed. Or, someone who only contacted
you when they wanted something from you.