Integration Through Understanding

"Imagine if you had a map on the wall of the single most important tangible thing that should happen and the most important intangible thing a [donor] should feel at each step in that chronology, kind of like a conversation," Ireland says.

To create the map, imagine what you would want a hypothetical conversation with a donor to sound like at each step of the way -- from when he learns about you for the first time, explores you, decides to give, and then becomes resolute about your cause. Consider what you want to happen when he talks about your organization with friends, family and colleagues.