For many in nonprofits and in business, the focus is on the money. Raising money and making money. I hear it all of the time. In my world of nonprofit fundraising, too much focus is put on how much someone can raise or how much a donor is going to give.
I’m not surprised anymore when someone in the nonprofit world, even a client, looks at me like I have lost my mind when I tell them that fundraising is not about money. It’s not.
Fundraising is not about money.
It’s about relationships.
Imagine putting more focus into the relationships you and your organization have with your donors and less focus on their actual giving. How is your donor? Why do they give to you? What program or part of your mission speaks to their heart the most? How did they feel getting a call on Thanks for Giving Day?
Build the relationship between you and your donor. Build the relationship between your organization and your donor. Put time and energy into the relationship. This of course is applicable with clients and customers if you are a business. Build and nurture the relationship.
A few actions I have found to be helpful in building a relationship with a donor:
Thank them quickly when they give. To be more specific, thank them within 24 hours. The generic email thank you does not count. Call them. Or better yet ask your executive director or a member of your board to call and thank them.
Give your donor a ring out of the blue. No reason. Just to say hello. Perhaps an update on their favorite program. How are they?
A personal note. Use a card you’ve created specifically for donors, like the one pictured above.
Ask your donor their opinion on something you are working on.
There are a dozen more ways to build that relationship. It’s that simple.
Give this a try. It will pay off for you, your organization, your mission, and the impact your organization has on our world.
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