Page 10 - TFRW PNL Nov 2018
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Inspire. Unite. Achieve.
Fundraising
by VP Finance Becky Berger
[email protected]
Cultivating Big Donors
for the Long Run
Let’s keep working on moving your regular Those conversations need to be two-way discussions, not
donors to major donors. one-way lectures… meaning that as fundraisers, we need
to get into the habit of asking questions and listening
(really listening) to the answers our donors give us. Donors
So far we covered: want to know that they are important to your organization
and feel like they have a real relationship with your team.
• The need for big donors exists.
For those that responded favorably, we need to put a
• We now know the prime indicator for moving a donor cultivation plan in place! Everything should be geared to
up to major donor is the frequency of their previous increase the likelihood your prospect will respond with a
contributions.
“Yes!” when you eventually make “the ask” for that larger
• Our records and spreadsheets about attendees from contribution.
our previous events are where we start.
Personal follow-up calls whenever an invitation goes out
• Finding out they are ready for the move requires makes your top prospects more positive toward your club.
evaluating who participated at what level, having a You might also consider hosting small group cultivation
one-on-one meeting to thank them, and getting to events (but don’t call it that in your invitation; instead
know where their other interests lie and how they say something like Brainstormers and Bites, Concept
support those organizations. It also requires time. Coffee, or Dream It Up Lunch). This could be as simple as
dinners with your Club President or Executive Committee.
• Then reach out and set up that one-on-one meeting. Reserve a private room at a restaurant, and invite three
Let them know their continued support is greatly to four couples to join your senior-most leader for dinner
appreciated by your club, telling them how it helped. and conversation. Schedule it at the time of day that is
Talk about future events and what it will take to make convenient for most people.
them a success. Closing your meeting with a genuine
interest in having their help with underwriters, ambas- Volunteer opportunities are also great engagement
sadors, and sponsors. Ask if it is alright for you to tools. Make sure your new major gift prospects are in
contact them later with more specifics. heavy consideration for various positions. Don’t miss the
opportunity to invite them to a bigger TFRW function
on the regional or statewide level. They will have the
You should at least have opportunity to meet those board members as well.
your donor information Asking for advice is a good strategy. People (including
together by now. donors) like to share their thoughts and expertise. Asking
for advice is a great way to make your donors feel like part
of your team. The more invested someone is in your group
the more likely they are to go above and beyond with their
Now, we’ll work on support.
the next steps. How will you know when it’s time to ask?
Here are some standard “green light indicators:”
Cultivate for the Long Run
• You’ve met the prospect face-to-face at least once.
Great donor cultivation requires a good communication
strategy and lots of conversations with your donors. • She’s responded positively to a qualifying question.
(continued on next page)
PRESIDENT’S NEWSLETTER | NOVEMBER 2018 10 TEXAS FEDERATION OF REPUBLICAN WOMEN
