If you’d rather do ANYTHING besides cultivating individual donors, this session is for you! You’ll learn why you may feel uncomfortable at the thought of donor relationships and how to overcome it. You’ll learn a simple method for building relationships on purpose, using a variety of strategies.

1. From Awkward to Awesome:
The Beginner’s Guide to
Building Relationships
with Donors

2. Presenters
Sandy Rees, CFRE
Get Fully Funded
@SandyRees
Daniel Watson, Executive Director
The Restoration House
@RestoreFamilies

3. Why focus on individual donors?
2011 Contributions: $290.89 Billion
Corporations
5%
Foundations
14%
According to 2011 Giving USA Report
Indviduals Bequests
73% 8%

4. Why focus on individual donors?
Statistical Annual Retention
Go away
35%
Stay
65%

5. Why do some leave?
• Move away
• Pass away
• ???
• ???
*Ultimately they leave because they
don’t have a relationship

6. It’s ALL about the relationship
Relationships lead to
• Volunteers
• Money
• Other Resources
• Other potential donors
But “authentic” relationships can’t be presumptuous
• Don’t rush the ask
• You’ve got to value the relationship over the gift

7. It’s ALL about the relationship
Shared
Passion
Loyal
Donors
Intentional
Investment

8. It’s ALL about the relationship
Donors that you have a relationship with and who
love what your organization does, are the
foundation for sustainability

9. Do you want Donors or a Friends?
Donors Friends
Give you money Give you money and love and support, and cares
about your success
May or may not give again Will always be there for you
May or may not support you in other ways Look for other resources (including people) to bring
to you
May or may not speak well of you in the Are ambassadors for you, spreading the word
community about your mission
Don’t necessarily feel engaged or connected See themselves as partners in your work

10. So why does it feel icky?
The wrong mindset will leave you feeling
yucky about building relationships
with donors
“They’ll think I’m just after their money.”
“I’m being manipulative.”
“I’m taking advantage of them.”

11. Change the mindset!
“I’m making friends for my organization.”
“The more friends we have, the more people we can help.”
“I’m giving these folks the chance to partner in our work.”

12. How does a relationship grow?
• It ALWAYS starts with an introduction
• In small steps
• Intentionally and over time
• Give and take
• Lots of interest
• Lots of attention
• Lots of communication

13. Relationship exercise!
Think about the donor you have the closest relationship
with.
How did your relationship with him/her develop over time?
What are some key things that happened that could be
applied to develop other donor relationships?

14. Steps to Building a Relationship on Purpose
1. Network, consistently look for introductions
2. Get interested. Learn all you can about them. Look for shared
passions, common interests, etc.
3. Get to know them. What are their likes and dislikes?
4. Ask questions.
5. Listen.
6. Communicate regularly but appropriately.
7. Keep the focus on THEM not YOU.

15. Communicate Well

16. Good Communication
• Welcome
• Understood
• Interesting
• Two-way
• Relevant

17. Online or in Print?
What does the donor want?
It’s all about THEM after all!

18. Ego-Centric vs Donor-Centric
Ego-Centric Donor-Centric
We’ve been around for 30 years. You’ve helped us change lives.
We have 6 programs and serve 500 With your help, 500 people get
people each week. assistance each week.
We serve 10 counties. Your gift helped us reach people in 10
counties.

19. What makes it relevant?
• Interesting to THAT person
• Timely
• Appropriate

20. Create Relevance
• Know their interests
• Know their preferences
• Pay attention to the details
* It pays to have a good donor relations database

21. Keys to a Strong Relationship
• Commitment
• Trust
• Respect

22. Deepen those relationships!
• Relevancy
• Consistent communication
• Become their favorite

23. Let’s get practical
• Letters
• Handwritten notes
• Phone calls
• Personal visits
• Personal tours of your facility
• Free tickets to your events
• What else?

24. Donor Cultivation Plan
• Series of steps to get to know a donor and build
relationship
• Specific to the donor – one size does NOT fit
all!
• The deeper you plan to take the
relationship, the more time it will take

25. Sample “New Donor” Cultivation Plan
Step 1: Call and thank them for their past
support.
Step 2: Invite them for a personal tour. Find
out what they love most about your work.
Step 3: Invite them to lunch and tell them
more about a project that fits their interests.
Step 4: Ask them to become a partner in
your work.

26. Extreme Makeover: Home Edition

27. Sandy Rees, CFRE @SandyRees
Fundraising Coach, Get Fully Funded
www.GetFullyFunded.com
Sandy@GetFullyFunded.com
Daniel Watson @RestoreFamilies
Executive Direction, The Restoration House
www.TheRestorationHouse.net
Daniel@TheRestorationHouse.net