March 1st, 2010
When growing a garden, the gardener has to plan the garden, plant the seeds, provide the right balance of water, sun and nutrients and keep the garden free of weeds and threatening pests. Cultivating a donor is much the same process. You need to have a plan, plant the seeds of knowledge about the good work of the organization, provide the right balance between getting to know the donor, and the donor getting to know the organization, showering the donor with interest and attention and avoiding having the donor feel overwhelmed by the organization with too many contacts, mailings etc…
Below are some simple techniques for “cultivating” your own donor garden.
Gardening requires an investment – Like any important endeavor, developing a cultivation process for your organization will require a financial investment. Consider staff time, printed materials, travel, meals and special events. Since cultivation takes time, realize this is an investment, not a quick harvest. When building a budget you will need to consider the size of the effort being undertaken and plan accordingly.
Roll up your sleeves – Cultivation is an active process. It cannot be simply mailings and emails. For the key donors, one needs to have personal contact to insure a positive relationship. Large donors don’t just happen — they are cultivated with a good plan.
Prepare the plot – Your organization should take some time to prepare for a cultivation strategy. Does everyone in your organization know that this process is being undertaken? What materials need to be prepared or developed before beginning? Do you have a “Case for Support”? Does the Board know their role in opening doors, partnering with staff, making phone calls or personal contacts at the right times? An orientation for all staff and Board members must be held in advance of the launching of a cultivation plan, and quarterly updates should be a part of the process so all involved know the status of prospects.
Lay out your garden – A gardener would not consider simply throwing out a variety of seeds and seeing what grows, but must carefully consider what should be planted, where and when. Similar forethought needs to be put into planning your cultivation strategy. What prospects are going be cultivated? How will they be approached? Who is the best person to reach them? What will they be invited to? What is the best way to stay in contact with them? The more planning your organization does, the more likely a smooth season of cultivation will ensue.
Prioritize your planting – It would be nice if instead of a garden, we could all have huge farms where we could plant and nurture tremendous quantities and varieties of fruits, flowers and vegetables, but unfortunately every potential donor and every organization has its limits. You need to identify those particular prospects that have the greatest potential of return for your organization, and allocate the appropriate assets for their cultivation.
Not all plantings require the same care – It is generally understood, that to grow a cactus you need dry soil, and to grow an orchid you need a humid environment. With the right care, both will reward you with beautiful blooms to enjoy. The same is true with donors. You need to get to know your prospects. What are their needs? Understanding them will help you determine what the best method of cultivation. Today’s donors possess some general characteristics that should be considered:
· Independent thinkers/doers
· Want to see the impact of their giving
· Question established ways of doing things
· See process as tiresome
· Believe accountability is paramount
· Driven by the issues
· Not loyal to any one institution
· Cautious about non profits, more skeptical
· Self-disciplined
· Not impressed by the “established” way of doing things
· Make philanthropic decisions like business decisions
· Are used to getting information instantly
· See partnerships as good value
Have the right tools – No! Not a rake, hoe and shovel. For donor cultivation you need a more subtle approach. Try these tools:
· Send special updates about the organization that are not yet generally known
· Introduce them to the recipients who have benefitted from the work of your organization
· Invite them to see your organization at work
· Schedule a lunch or coffee with members of your Board
· Make sure they receive your organizations communications (newsletters, e-blasts etc.)
· Invite them to a “social” event with a Board member or staff
· Introduce them to current satisfied donors
· Invite them to visit your facility
· Assign your donor a “buddy” from your Board
· Invite them to your annual meeting
· Send news clippings when your organization makes the papers
· Have a follow up plan for each contact with the organization (thank you call, email summary)
Mind the calendar – Obvious in gardening! In donor cultivation, consider your organization’s calendar and the prospect’s personal calendar. For instance, if you plant to invite your prospect to a particular important event you will need to have had a few contacts with them previously, so that they know a little about what you do and who you serve. If you would want them to come to something that will take an investment of time on their part, you need to have paved the way in advance. With regard to their personal calendar, you may consider if they travel or winter in Florida or spend holidays out of town families. The more you know of their calendar the better prepared you will be to plan.
All plants require some attention – Not everyone can have a detailed cultivation plan, but every prospect can be cultivated. Participants at events should receive a follow up thank you, even by generic letter. Everyone on your mailing list should be periodically thanked for their interest in the organization, and every donation should be appropriately acknowledged in a timely fashion. You never know which “little” plant, unbeknownst to you, is capable of delivering a great harvest.
The weather is not always predictable – It’s nice to think that we can plan for everything, but gardeners know you can never truly predict the weather. In fundraising, you must remember that the landscape is always changing. New prospects and donors come out of the blue from existing donors, friends of Board members, media coverage or a connection to your service or cause. Be ready to adapt and change strategies, adjust your timetable, or reassign resources.
Let others help you – Gardening and donor cultivation can be done alone, but it can be more fun and effective when done with others. All staff can be involved. Help others find opportunities to make connections with prospects/donors to help them better connect to your organization. Development professionals, Executive Directors, program directors and line staff all have a deep connection to the organization that can be translated to donors who get a sense of their commitment to the mission of the organization. Members of the Board of Directors have a fiduciary responsibility that will motivate them to participate in the process. Use their skills and interests; assign them prospects with whom they will have the best chance of making a connection. Provide them with, and provide them with guidance needed to assist you.
Weed regularly – Not everything you plan and do will cultivate donors. You’ll make mistakes. You’ll send a letter that just doesn’t work. You’ll have a coffee meeting that didn’t go well. Don’t panic. Re-evaluat
e your plans and make the necessary adjustments. Donors, like plants, can be resilient. Make the changes you need to, and move on.
Don’t over water – There is only so much a donor can absorb or focus on regarding your cause. Inform, but don’t overwhelm. Thank, but don’t smother.
Watch your plants for signs of good health – Since donor cultivation is both an art and a science, it is important that you or your colleagues listen to the donor. Listen to what they are interested in; listen for what is important to them. Are they getting what they need? People will tell you how they are feeling through their actions or inactions, through what they say and don’t say. If you are listening, you’ll know if all is well, or whether you need to make some changes. As a good gardener spends some quiet time just appreciating the plants, you too should take the time to listen and get a sense if the relationship with the donor is a healthy one.
Know when to harvest – The cultivation process is designed to prepare the prospect for one thing – making the donation. Like a garden, when the carrot is ripe, it doesn’t just jump out of the ground into your basket. You have to pull it out of the ground. The donor too, when ready, needs to be asked. Don’t get so caught up in the process that you forget why you are cultivating – you want to harvest. Don’t forget to ask; they know its coming!
Enjoy the fruits of your labor – After a season of tilling, weeding, fertilizing and watering, it’s nice to put the flowers on the table, make a meal with the vegetables, or season a recipe with your herbs. You deserve it. When you finally ask for a donation to your organization and the gift is received, enjoy the fruits of your labor!
References
1. B. J. Davisson (2007) “Characteristics of Today’s Donor” The Grenzebach Glier Quarterly Gazette, Winter 2007 pp/11
2. Kay Sprinkel Grace (2006) Over Goal: What You Must Know to Excel at Fundraising Today