In communicating with your donors, whether it be a website or mailing — electronic or physical — focus on the relationships. Risk a little. Risk looking foolish. Make your investors smile. They’ll love you for it. When you ask them to step up their support, they’ll sense the human connection and respond.
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Being a one-person nonprofit fundraising shop is a bit like butter spread over too much toast. It covers the bread but so thinly that the taste is barely there. Here is how to make it more manageable.
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Instead of fitting donors to your programs, focus upon creating a seamless path for donors to grow in your organization. Identify and reinforce those donor values that support your efforts. Help your investors to give as it is appropriate for them. Encourage them to invest as it fits their particular situations in life — whether that’s general cash giving, higher cash giving, gifts of assets (“major gifts”), planned gifts (simply “major gifts” that have an additional external donor motive along with a deferred payment schedule) or even through a capital campaign.
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Pay particular attention to renewing your relationships with those loyal supporters as you reach out to potential new donors. Never make the mistake of thinking that one can replace the other.
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Nonprofit boards should conduct peer solicitations of themselves annually. Doing so both raises the commitment levels of individual board members and raises board giving to a higher level. What’s more, there’s the real possibility that at least some members of the board will move from being merely donors to become investors — those supporters who are emotionally committed to the ongoing success of the organization.
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