Donor cultivation is ongoing, a cycle, that a rocky economy should not interrupt, but fuel your efforts.
Identify your donors and prospects, then find the part of your mission that is close to their hearts. To do that, you need to spend time with them, learn more about them, and focus on their interests and values. That way, you will be able to align what is important to them to your school's mission and needs. That connection lets you know that these prospects are the right potential donors for your school. When you make the "ask," they will be more likely to give because you have taken the time to engage them, and understand what "floats their boat." Spend your time on donors, not just donations.
When you focus on long-term relationships, you are focusing on the bond between the donor and your school. These donors will be there for you when you need continuing support—monetary gifts, influence in bringing others to your school, in-kind donations, skills, etc. They are "renewable" donors, whom you need to involve in your school's life.
- Write them thank-you letters, and enclose hand-written notes with publications you send
- Make short phone calls to let them know of things at your school that they may be interested in
- Invite them to your school for special events and visits
- Remember them on special occasions with, for example, birthday cards hand made by your students
The time and effort you and other school leaders put into developing long-term relationships now will pay off for your school, and only during these economic times but well into the future.
