Post on 01-Nov-2014
description
www.goalbusters.net
Effective Donor Cultivation
Presented for Charity Channel UniversityAugust 10, 2010
Alice L. Ferris, MBA, ACFREGoalBusters Consulting, LLC
www.goalbusters.net
www.goalbusters.net
Goals for today
Understand the development cycle and the importance of cultivation
Identify different methods of donor cultivation that are appropriate for different donor motivations
Understand the roles of volunteers, staff, and other "buying influencers" on the development process
www.goalbusters.net
Why is Cultivation Important?
Donor Focused Philanthropy“Love of Fellow Man”
No way
Stewardship
Cultivation
Yes
Ask
No--maybe
No interest
Interest
Initial ContactPool of Prospects Qualified Prospects
The Development Cycle
www.goalbusters.net
Donor Motivations
Principle or Ideals Motivated Status Motivated Action or Emotion Motivated
www.goalbusters.net
Principle Motivated Donor
What “IS” good Like causes that are intellectual Sometimes lean toward traditional,
established nonprofits Sample Causes Example Donor
www.goalbusters.net
Status Motivated Donor
What “LOOKS” good Like causes that are high profile Sample Causes Example Donor
www.goalbusters.net
Action/Emotion Motivated Donor
What “FEELS” good Like causes that are hands on,
“make them cry” Sample Causes Example Donor
www.goalbusters.net
Types of Cultivation Activities
Social Indirect
Direct
www.goalbusters.net
Social Cultivation
You are surrounding them with people who like you: Friend-raising events Referral connections Social media
www.goalbusters.net
Indirect Cultivation
You are offering them information but not asking for response: Public relations Advertising Newsletters Website Personal presence
www.goalbusters.net
Direct Cultivation
You are actually asking them to become more engaged in your organization Facility Tours Individual coffees, lunches, other meetings Social media—maybe
Critical element: Don't ask for money
www.goalbusters.net
Goals in Selecting Activities
Balance audiences that your activities will appeal to Which donor motivation type will like social
activities? Status Which donor motivation type will like indirect
communications? Probably principle or ideals Which donor motivation type will like direct
cultivation? Depends on the activity and the people involved—could be all three
www.goalbusters.net
Goals in Selecting Activities
Diversify types of activities Don't want all indirect since you won't be
getting people more involved
www.goalbusters.net
Managing the Cultivation Process
The Cultivation Plan
www.goalbusters.net
Donor Cultivation Plan
Top Ten or Next 25 General notes (with
caveats) Donor status
Assess at 5th or 6th contact
Target ask date
www.goalbusters.net
Donor Cultivation Plan
Generic activities Newsletter Advertising Mostly indirect
Specific activities Birthday cards Personal meetings Site tours Mostly direct
www.goalbusters.net
Donor Cultivation Plan
Primary staff Primary volunteer Update this every
month
www.goalbusters.net
How other players can support cultivation activities
Must have other staff and volunteers involved in social cultivation Cultivation events Social media recruiting and participation
Be your “eyes and ears” Help with knowing specific details, seeing
newspaper articles about milestones, etc. Make the direct contacts if they are comfortable
www.goalbusters.net
Making Cultivation Active
Update cultivation plan for at least top ten prospective donors, and the next 25 if you can, every month
Assess “ask readiness” each month Assign at least one specific, finite task to
volunteers and other staff Do at least one “cultivation touch” per day: a
note, an email, a call, scheduling a meeting, etc.
www.goalbusters.net
Questions
www.goalbusters.net
GoalBusters Consulting LLC
Alice L. Ferris, MBA, ACFREalice.ferris@goalbusters.net
www.goalbusters.netTwitter: @goalbusters or @aliceferris Facebook: facebook.com/goalbusters
Blog: blog.goalbusters.com