Don’t Be Out of Your Major Donors’ Minds!
“Out of sight, out of mind” is the expression meaning that a person stops thinking about someone or something if they do not see that thing or person for a period of time.
How often is “enough” for a prospective donor to see you?
One of the advantages of having donors serve on boards, advisory boards, committees or be invited to events of interest to them: It is built in face time with some of your best friends.
The greater your prospective donor, the more personal you need to be. Smaller donors can receive letters, emails, newsletters and a “thank you” call and feel connected with you.
Social media is great—especially when you are actually engaging with your donors and prospective donors.
However, major donors need to see you regularly and hear about the impact of their gift and your life-changing programs and plans. Chances are if you aren’t in front of them, several other organizations are!
Keep your worthy cause top of mind for your donors. Be there!
So, how often is “enough” for a prospective donor to see you? Often, organizations have stewardship and cultivation plans that may outline five, 10 or even more “touches” for donors.
Review your list of top donors—and top prospective donors. Outline for each a plan for the appropriate number of personal visits. This will change from person-to-person, depending on circumstances.
Be sure that you have a plan for being face to face with the folks who can have the greatest impact on the wonderful work of your organization!
Looking for Jeff? You'll find him either on the lake, laughing with good friends, or helping nonprofits develop to their full potential.
Jeff believes that successful fundraising is built on a bedrock of relevant, consistent messaging; sound practices; the nurturing of relationships; and impeccable stewardship. And that organizations that adhere to those standards serve as beacons to others that aspire to them. The Bedrocks & Beacons blog will provide strategic information to help nonprofits be both.
Jeff has more than 25 years of nonprofit leadership experience and is a member of the NonProfit PRO Editorial Advisory Board.