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Non-profit donor development: how to create the romance and relationship

Jul 20 2010 by Leo Abdella | (0) comments

Categories: Non-Profit
Tags: best practices, non-profit, charitable giving, donors, fund development

Non-profit donor development: how to create the romance and relationship

Donor development is like building any other relationship; it takes an investment of time, talent and resources. Today’s donors have many options and many causes in which to invest their resources. Donors are consumers or customers for all intents and purposes and they will give their business to the organization that gives them the biggest bang for the buck. That is why we cannot do anything less than earn their trust and confidence.

Successful donor development requires Connection, Communications and Celebration. So how does the understaffed, undertrained and underequipped nonprofit make this happen? How does the “change-the-world” entrepreneur™ find the time to devote such attention to fewer than 20% of the organization’s donors? And how does the Board focus on what appears to be a high maintenance group?

The solution is a very intentional focus between the Board of Directors and the operating executives: more macro-governance in exchange for less micro-management by the Board. This does not at all remove donor development from the Board, but establishes clearer lines of focus. The “change-the-world” entrepreneur™ becomes the Chief Development Officer, with the primary responsibility to develop the strategy for the organization.

The Connection Strategy:

Discover - the source of donors (the evolution of the internet)

Donors have matured in the use of the internet
Donors expect informative and functional websites
Donors now come from all corners of the globe

Develop - the initial contact material

Donors expect clarity and professionalism
Donors expect a quick reply to inquiries
Donors expect to see creativity in attracting new donors

Deploy - the organization’s uniqueness

What make your organization different from others who provide similar services?
What is your organization doing to collaborate with other nonprofits?
What is your organization doing to establish your identifiable brand?

The Communication Strategy:

Discover – how to cultivate the compelling stories

What are the stories that convey the mission of the organization?
What are the stories that impact the culture you serve?
Study the marketplace for latest trends

Develop – the effective way to communicate to different donor levels

Formal letters, handwritten notes
Social media, e-mails
Website updates

Deploy - establish a consistent communication schedule

Do not let internal issues distract from communication
Do not let budget constraints change your plan
Do not let bad news stop communication.

The Celebration Strategy:

Discover – who do you need to celebrate with

Know your database
Know your community
Know your collaborating organizations

Develop – how to standout from the crowd

Utilize the latest in technology
High visual impact
Demonstrate the value of donors dollars

Deploy – engage first, fundraise second

Engage all levels of the donors
Engage the organization staff
Engage the organization’s Board of Directors.

The three strategies to Connect, Communicate and Celebrate will give you the steps to create the romance with your donors and enable the relationship to go beyond a single charitable contribution. The action item connected with the above strategies will bring an integrated approach to building the sustainable relationship with your donors.

Your organization will overcome the typical industry constraints that are internal vs external to be successful in donor development. Your intentionality with coordinating executive, finance and operations will bring your organization to enjoy the appeal of the romance and the benefits of a healthy relationship with donors.