Major Gift Donor Cultivation is PLANNED

Major Gift Donor Cultivation is PLANNED

 

21 January 2025

 

By David Allen, Development for Conservation

 

One of the questions I often get about meeting donors relates to not being able to imagine why they would agree to meet in the first place and what to say if they did. The fear is that if every interaction is a “ask,” the donors will stop interacting. It’s a valid fear.

My own perspective is that you want to interact with donors – at least with those you’ve identified as “major gift” donors – at least four and up to ten times between “asks.” And those interactions should be spread out across the calendar – say one every five to eight weeks. Plus, something “counts” as an interaction only after they respond (pumping out one-way communications is not cultivation).

So, I get it about not having enough ready in the tank when it’s time to go meet with someone.

 

Let’s imagine fixing that this year.

 

At least theoretically, individual donor cultivation interactions take one of several broad forms:

    • One-on-one “briefings,” in which you meet over coffee or lunch for the purpose of bringing the donor up to speed on the progress of a specific program, project, or outcome in which you know they will be interested;
    • Special invitations to join you for an activity or event such as a field trip, library lecture, gala fundraiser, or appreciation dinner;
    • Direct engagement in the mission work of the organization such as a volunteer workday, or tagging along on a new project site visit or easement monitoring visit;
    • Introductory events to meet someone – a new Board member, incoming Board President, new or retiring Executive Director;
    • The unveiling of something new – a Strategic Plan, Strategic Conservation plan, or Capital Campaign; or
    • Delivery of big news as it happens and before it goes out more publicly (with a carefully crafted invitation to respond).

 

In each case, the message you are delivering through the invitation is “Come and see firsthand the tremendous work your support is making possible.”

Not every “opportunity” will be equally suited for every donor, and you won’t want to cater exclusively to those universally interested in everything. Therefore, a considerable level of matchmaking will be involved.

But first you will need to figure out what the options are. What will happen in 2025 that you can use to communicate more intentionally and personally? How can you get ahead of the curve and be ready when the time comes? Will you have enough options? Will things that do happen occur at the right time(s)?

 

To help, consider the following:

 

At your next Board meeting (for working Boards) or all-staff meeting, consider asking everyone to spend fifteen minutes helping you compile a comprehensive list of everything you think is going to happen in 2025 and when you think (best guess!) it’s going to happen. Keep track of the time to avoid wasting theirs, cut it off right on time, and invite people to continue feeding you ideas even after the meeting concludes.

Make sure you convey that you will not be talking about sensitive items with donors before they actually occur and that you understand that some of this is speculative at best and that you will circle back with them as the dates and times get closer.

Then put together a cultivation event calendar – months across the top, donors down the left-hand side, and interaction “opportunities” in the cells. For each donor, only enter the opportunities you feel they would be most interested in.

    • Enter your most solid dates first – Holiday Open House, Annual Meeting, Gala, and so on
    • Enter your field trips, work parties, library lectures, and other engagement events – all of them that you can see
    • Are there big, one-off events in the coming year, such as a retirement party, a meet and greet for a new ED, changing Board leadership, unveiling of a Strategic Plan or similar? Calendar it (with some consideration given to not stepping on other events)

 

 

Now step back and look for holes in the (vertical) monthly cadence – you will probably need several items available in each month as long as they are different types of opportunities. Fill these holes with opportunities that are less time-sensitive. Can you and a donor tag along on an easement monitoring visit or new project site visit? Or perhaps see an existing project in a different way, such as a small group paddle or hike? Or perhaps join an existing stewardship restoration work party?

Can you plan a special program or project update briefing and invite several donors likely to be interested? These could turn into one-on-one briefings as well.

Now look horizontally across the donor rows. Does the program make sense for each donor? Is it enough? Too much? Tailored appropriately to what you know of their interests?

 

 

If this all sounds like an awful lot of work, consider this: There is tremendous value in someone understanding that you were thinking of them even if they cannot make it. They respond with regrets, and your interest in the interaction is satisfied. Also consider that this work is worthwhile at any level. Five prospects? Fifty? Five hundred? Take the time now – in January and plan their cultivation.

You won’t succeed with every interaction. You won’t always hit a home run. But you will look back on 2025 and feel good that there were far more personal donor interactions that didn’t involve asking.

Plus – when you DO ask – when you invite someone to support more of what they have witnessed firsthand – you will be more effective.

 

Cheers and Have a Good Week!

-da

 

PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.

 

Photo by Alain Audet courtesy of Pixaby.

 

 

Share this!
2 Comments
  • Lisa Haderlein
    Posted at 07:50h, 21 January Reply

    So helpful David! You explain things so clearly, and offer great, realistic actions to take!

    I’ve been talking with my coworkers about building relationships with donors, and how we all do it to some extent, but what makes it “development” is when you plan for it, write it down, and record the results (ABC declined my invitation to join me on a hike. She said maybe next time, when the weather is warmer.)

    Thank you.

  • Carol Abrahamzon
    Posted at 07:50h, 21 January Reply

    I made a plan like this last year and it was so helpful. Working on the new one this week.

Leave a Reply