Q: How do we fit our existing donors into the Benevon structure?
Brian in Maine
A: Existing donors are some of the first people you will want to introduce to the Benevon Model.
First, you need to connect or reconnect to them with a Know-Thy-Donor Program. Let’s say you want to integrate your direct mail donors into the model; take all of those direct mail donors from over a certain number of years (you decide—maybe the past three or five years), and then stratify them by how much they have given.
Next, have a handful of high-level people in the organization (like the executive director, board members, and long-standing volunteers) call those donors to thank them for their loyalty and ask each donor a few specific “Cultivation Interview Questions” over the phone. These are open-ended questions like:
- How did you come to learn about our organization in the first place?
- What more do you think we could be doing to involve people like yourself?
- What advice do you have for us?
Through these interviews you will find out what it is about your work that most interests each donor and why they have continued giving to you. Conclude the call by inviting each donor to a Point of Entry Event. Then follow up and cultivate them further. Over time they might become Ambassadors, who in turn will invite others to Points of Entry.
After you’ve called your top tier of direct mail donors, you’ll have refined which questions to ask and determined your next tier of donors to be contacted. Continue to invite these loyal long-time supporters to privately hosted Points of Entry and follow the model from there.