Effective Donor Cultivation Presented for Charity Channel University August 10, 2010 Alice L. Ferris, MBA, ACFRE GoalBuste...
Goals for today <ul><li>Understand the development cycle and the importance of cultivation </li></ul><ul><li>Identify diff...
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 Prospe...
Donor Motivations <ul><li>Principle or Ideals Motivated </li></ul><ul><li>Status Motivated </li></ul><ul><li>Action or Emo...
Principle Motivated Donor <ul><li>What “IS” good </li></ul><ul><li>Like causes that are intellectual </li></ul><ul><li>Som...
Status Motivated Donor <ul><li>What “LOOKS” good </li></ul><ul><li>Like causes that are high profile </li></ul><ul><li>Sam...
Action/Emotion Motivated Donor <ul><li>What “FEELS” good </li></ul><ul><li>Like causes that are hands on, “make them cry” ...
Types of Cultivation Activities <ul><li>Social </li></ul><ul><li>Indirect </li></ul><ul><li>Direct </li></ul>
Social Cultivation <ul><li>You are surrounding them with people who like you: </li></ul><ul><ul><li>Friend-raising events ...
Indirect Cultivation <ul><li>You are offering them information but not asking for response: </li></ul><ul><ul><li>Public r...
Direct Cultivation <ul><li>You are actually asking them to become more engaged in your organization </li></ul><ul><ul><li>...
Goals in Selecting Activities <ul><li>Balance audiences that your activities will appeal to </li></ul><ul><ul><li>Which do...
Goals in Selecting Activities <ul><li>Diversify types of activities </li></ul><ul><ul><li>Don't want all indirect since yo...
Managing the Cultivation Process The Cultivation Plan
Donor Cultivation Plan <ul><li>Top Ten or Next 25 </li></ul><ul><li>General notes (with caveats) </li></ul><ul><li>Donor s...
Donor Cultivation Plan <ul><li>Generic activities </li></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Advertising ...
Donor Cultivation Plan <ul><li>Primary staff </li></ul><ul><li>Primary volunteer </li></ul><ul><li>Update this every month...
How other players can support cultivation activities <ul><li>Must have other staff and volunteers involved in social culti...
Making Cultivation Active <ul><li>Update cultivation plan for at least top ten prospective donors, and the next 25 if you ...
Questions
GoalBusters Consulting LLC Alice L. Ferris, MBA, ACFRE [email_address] www.goalbusters.net Twitter: @goalbusters or @alice...
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Effective Donor Cultivation, presented for CharityChannel.com

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Tools for cultivating donor relationships

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  • (AF) Successful development? Just like dating.
  • Effective Donor Cultivation, presented for CharityChannel.com

    1. 1. Effective Donor Cultivation Presented for Charity Channel University August 10, 2010 Alice L. Ferris, MBA, ACFRE GoalBusters Consulting, LLC www.goalbusters.net
    2. 2. Goals for today <ul><li>Understand the development cycle and the importance of cultivation </li></ul><ul><li>Identify different methods of donor cultivation that are appropriate for different donor motivations </li></ul><ul><li>Understand the roles of volunteers, staff, and other &quot;buying influencers&quot; on the development process </li></ul>
    3. 3. Why is Cultivation Important? Donor Focused Philanthropy “ Love of Fellow Man”
    4. 4. The Development Cycle No way Stewardship Cultivation Yes Ask No--maybe No interest Interest Initial Contact Pool of Prospects Qualified Prospects
    5. 5. Donor Motivations <ul><li>Principle or Ideals Motivated </li></ul><ul><li>Status Motivated </li></ul><ul><li>Action or Emotion Motivated </li></ul>
    6. 6. Principle Motivated Donor <ul><li>What “IS” good </li></ul><ul><li>Like causes that are intellectual </li></ul><ul><li>Sometimes lean toward traditional, established nonprofits </li></ul><ul><li>Sample Causes </li></ul><ul><li>Example Donor </li></ul>
    7. 7. Status Motivated Donor <ul><li>What “LOOKS” good </li></ul><ul><li>Like causes that are high profile </li></ul><ul><li>Sample Causes </li></ul><ul><li>Example Donor </li></ul>
    8. 8. Action/Emotion Motivated Donor <ul><li>What “FEELS” good </li></ul><ul><li>Like causes that are hands on, “make them cry” </li></ul><ul><li>Sample Causes </li></ul><ul><li>Example Donor </li></ul>
    9. 9. Types of Cultivation Activities <ul><li>Social </li></ul><ul><li>Indirect </li></ul><ul><li>Direct </li></ul>
    10. 10. Social Cultivation <ul><li>You are surrounding them with people who like you: </li></ul><ul><ul><li>Friend-raising events </li></ul></ul><ul><ul><li>Referral connections </li></ul></ul><ul><ul><li>Social media </li></ul></ul>
    11. 11. Indirect Cultivation <ul><li>You are offering them information but not asking for response: </li></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Personal presence </li></ul></ul>
    12. 12. Direct Cultivation <ul><li>You are actually asking them to become more engaged in your organization </li></ul><ul><ul><li>Facility Tours </li></ul></ul><ul><ul><li>Individual coffees, lunches, other meetings </li></ul></ul><ul><ul><li>Social media—maybe </li></ul></ul><ul><li>Critical element: Don't ask for money </li></ul>
    13. 13. Goals in Selecting Activities <ul><li>Balance audiences that your activities will appeal to </li></ul><ul><ul><li>Which donor motivation type will like social activities? Status </li></ul></ul><ul><ul><li>Which donor motivation type will like indirect communications? Probably principle or ideals </li></ul></ul><ul><ul><li>Which donor motivation type will like direct cultivation? Depends on the activity and the people involved—could be all three </li></ul></ul>
    14. 14. Goals in Selecting Activities <ul><li>Diversify types of activities </li></ul><ul><ul><li>Don't want all indirect since you won't be getting people more involved </li></ul></ul>
    15. 15. Managing the Cultivation Process The Cultivation Plan
    16. 16. Donor Cultivation Plan <ul><li>Top Ten or Next 25 </li></ul><ul><li>General notes (with caveats) </li></ul><ul><li>Donor status </li></ul><ul><ul><li>Assess at 5 th or 6 th contact </li></ul></ul><ul><li>Target ask date </li></ul>
    17. 17. Donor Cultivation Plan <ul><li>Generic activities </li></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Mostly indirect </li></ul></ul><ul><li>Specific activities </li></ul><ul><ul><li>Birthday cards </li></ul></ul><ul><ul><li>Personal meetings </li></ul></ul><ul><ul><li>Site tours </li></ul></ul><ul><ul><li>Mostly direct </li></ul></ul>
    18. 18. Donor Cultivation Plan <ul><li>Primary staff </li></ul><ul><li>Primary volunteer </li></ul><ul><li>Update this every month </li></ul>
    19. 19. How other players can support cultivation activities <ul><li>Must have other staff and volunteers involved in social cultivation </li></ul><ul><ul><li>Cultivation events </li></ul></ul><ul><ul><li>Social media recruiting and participation </li></ul></ul><ul><li>Be your “eyes and ears” </li></ul><ul><ul><li>Help with knowing specific details, seeing newspaper articles about milestones, etc. </li></ul></ul><ul><li>Make the direct contacts if they are comfortable </li></ul>
    20. 20. Making Cultivation Active <ul><li>Update cultivation plan for at least top ten prospective donors, and the next 25 if you can, every month </li></ul><ul><li>Assess “ask readiness” each month </li></ul><ul><li>Assign at least one specific, finite task to volunteers and other staff </li></ul><ul><li>Do at least one “cultivation touch” per day: a note, an email, a call, scheduling a meeting, etc. </li></ul>
    21. 21. Questions
    22. 22. 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

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