How to Grow a Donor
Once he’s a multi-gift donor, recommend that he become a monthly donor. Explain that it’s more cost-effective for the cause you both support AND that it’s more convenient for him. Then recount how much previous gifts have been for, on average, and suggest a monthly donation amount. When he signs on as a monthly donor, send a note of appreciation and reiterate how the automatic-donation system is going to benefit both of you.
And that doesn’t have to be the end of the donor’s growth. If you continue to treat him as an individual instead of a transaction, he has the potential to make planned gifts and even to become an evangelist, canvassing his neighborhood during your fundraising drives, attracting participants to your special events, organizing at-work donor groups and forwarding your e-mails to friends and family.
Just remember, in order to build the relationship and sustain it, don’t always ask for money. On occasion, simply give him an update on how his donations are being put to work. Or provide some helpful news. Or solicit his opinions.
But, you ask, how much will it cost to grow the donor to such heights? Nowhere near what it would cost to attract similar funds from prospects.
Bob Knight is president and creative director of RJ Knight & Associates Ltd. He can be reached by phone at 888.684.6564 or e-mail at email@example.com.