Building Donor Relationships
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The document provides guidance on developing relationships with donors through effective communication and stewardship. It recommends taking a stop, look, and listen approach to understand each donor's interests and priorities rather than focusing on organizational needs. Key aspects include treating each donor uniquely, building trust over time through sincere engagement, acknowledging all contributions, and creating a culture of philanthropy within the organization. The overall goal is to shift perspectives from donors as "gifts" to donors as "people" to cultivate long-term, positive relationships.
Building Donor Relationships
- 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
- 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
- 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.