Donors in Training
FS: What advice can you share in regards to maximizing the relationship with event participants?
GE: Understand and appreciate the true value of the participants and try to create a long-term relationship with those people. The real value of anyone to an organization is not in that first gift or the first time they participate. The real value is the lifetime value of that person to the organization.
Focus on the development, nurturing, recognition and appreciation of participants and donors so that they become committed to the organization for an extended period of time. The competition for participants and donors is very stiff, and it is extremely important to keep and upgrade these individuals once they take that first step. There are a lot of organizations with great missions and great events, and people have to make choices. View your participants and donors not as a one-time gift or as a one-time participant but as someone that you want to develop a relationship with over time. This is what we’re trying to ingrain in our culture at The Leukemia & Lymphoma Society.