Thoughtful cultivation is key to success

By Karen Kegg

Effective communication is most important in building strong relationships.  Anytime you seek to get to know someone, you start by letting him or her know who you are and what you are about.  The fun and joy of having relationships in our lives is knowing that you have similar interests with others and connect through your passions.

It is no different in the art of fundraising.  Strong relationships outside the organization are imperative for growth and financial stability.  In order to achieve financial goals for your organization, one must be able to communicate to others who you are and what you are about.  By informing them of the mission and why you exist, inviting them to participate, involving them in leadership positions, and finally, asking them to invest in sustaining the mission, you will build strong, trusting relationships while successfully raising vital funds for your organization.

Informing

Asking thoughtful and pointed questions can help you discover what the prospect is most interested in and why.  Are they personally tied to your organization through a personal experience?  What draws them to your mission?  Do they have passion for the clients that you serve?  The answers to these questions and others can give you good ideas on ways to best inform them of your organization and how you can share with them the successes and challenges the organization is experiencing.

Involvement

Once you are clear on where their interests lie, you will know where to focus your cultivation efforts and customize a strategy for the prospective donor.  Keeping them informed in those areas of interest while inviting them to participate in activities such as volunteering for special events, serving on volunteer committees, and/or assisting with client programs will further educate them as well as make the prospect feel like a part of the organization. Ultimately, placing donors in leadership positions exhibits trust and confidence that they are essential to the organization’s success.

Investment

Finally, the prospect knows who you are, is involved in the process, leads others to be successful in their passions and is ready to be asked to make a financial investment.  Inviting them to partner with the organization by giving a personal gift to maintain and sustain the mission will further symbolize their commitment to the organization presently and well into the future.  Not only have you built a strong relationship, you have helped the donor achieve their goal of giving of themselves to a cause they are passionate about.