Fundraising Wisdom From a 25-Year Pro: Connie Sanderson, Kurn Hattin Homes for Children

Maximize your impact
Over the years, we have adjusted the development office’s structure in order to maximize our opportunities to make a lasting, positive impact on the organization. That has meant intertwining events planning, alumni affairs, fundraising, marketing and public relations into one comprehensive function as opposed to separate departments. Consolidating these duties under one roof has vastly elevated public awareness about Kurn Hattin, resulted in smoother internal operations, and helped to ensure that donors’ needs and desires are always considered — and sustainability of the organization is at the heart of any institutional decision.

Communicate well and often
Never ignore any contributor, no matter how modest. Know your annual-fund donors, and cultivate relationships with them. These are the people who will make a permanent gift to the endowment down the road.

Never let communication with a donor lag. Make sure donors know you are interested in their concerns and thoughts, and when they ask you for information, no matter how insignificant it may seem, get it to them right away.

Don't forsake print materials. Many donors are of a generation who still want to hold a booklet or appeal in their hands and read it. Reach out to them on their terms, not on yours.

Use targeted mailings and communications to their fullest advantage. The planned gift is the lifeblood of any organization. Talk about these giving options in all of your literature, on your website and in social media.

Let donors see their positive impact
In addition to showing our appreciation, the best way to retain donor support is to create opportunities that allow them to see firsthand their contributions at work. This is when they tell me they experience the real joy of giving. Regularly highlight specific, compelling success stories in all communications, and build in regular events, and invite donors to attend them in person, so they have an opportunity to see their dollars in action.