Q: In your experience, what are the top reasons why individual donors are reluctant to give, especially first-time donors? I would appreciate any input on this matter.

Tammy in Washington

A: The biggest reason many first-time donors are reluctant to give is that the nonprofit organization asking them for money has not spent enough time and energy thoroughly cultivating their passion for the mission of the organization. The Benevon Model helps organizations develop a systematic approach for reaching out to and involving potential donors who care about the organization's mission.

We often use the "ripened fruit" analogy for asking. When donors first learn about your organization, they are "unripened fruit" not yet ready to give money to the organization. Asking for money would be difficult and possibly even inappropriate at this point. As the donors become more involved with the organization and go through the cultivation process, they slowly begin to ripen, until finally they are "ripened fruit" ready to be asked. Our fundraising approach teaches nonprofits how to cultivate donors so that they feel connected and are ready and willing to give by the time they are asked.

Terry