45 Easy Ways to Cultivate High-Value Donors

Like it or not, the majority of our major-gifts prospects simply are not impressed with our technical knowledge. Instead, they want a birthday card, a phone call or a heartfelt thank-you. Below are 45 ways to nurture your higher-value donors:

1. Send your donors birthday cards.

2. For milestone anniversaries, send flowers.

3. Send holiday cards.

4. Invite them on tours of your facility. Have someone who benefits from the organization’s work on hand to say thank you.

5. Have someone who benefits from the organization’s work call donors.

6. Have someone who benefits from the organization’s work visit donors.

7. Have someone who benefits from the organization’s work write letters describing how the organization has helped.

8. Have board members call or write thank-you notes to donors.

9. When an article about your organization appears in the local news, send it to donors. Attach a note that says, “With your help we are able to help more students than we ever thought possible. Thank you.”

10. When you send out your regular newsletter, attach a note that says, “I think you’ll like the photos of the children on Page 6. The new pediatric ward was possible because of your support.”

11. Ask donors for advice, and let them know of any success as a result of following that advice.

12. The day a check arrives, have someone call the donor and say thank you.

13. Forget the 48-hour rule. Send your thank-you letters within 24 hours of receiving a gift.

14. Add a handwritten PS to thank-you letters.

15. Personally sign your thank-you letters. Don’t use a computer signature.

16. Send donors articles that might interest them — even if they have nothing to do with your organization. Sometimes it’s better if they have nothing to do with your organization — that tells donors that you’re interested in them as people and not as checkbooks.