This week’s feature is an excerpt from The Benevon Model for Sustainable Funding: A Step-by-Step Guide to Getting it Right, Second Edition. For more information and to buy the book, visit our store.
Imagine yourself as one of the guests at your organization’s Point of Entry Event. You’ve had just this one contact with the organization and you are inspired.
They didn’t ask you for money. They sent you home with some materials. You take a minute to read them. How interesting. There is an easy-to-read Wish List of all kinds of things they need. There are little items like toothbrushes, shampoo, pots and pans, help in the office once a week. And there are some medium-sized items like old computers, carpeting for the youth room, a van, math tutors. The list goes all the way up to the really big stuff: a new gymnasium, an underwriter for their international conference, a new office building, a properly staffed reading program.
You see that you could actually contribute some of the things on that list, but you are too busy to pick up the phone and call them or you might not want to appear that “forward.” You put away the Wish List and go on to the next activity in your day.
Two days later, you get a phone call from Sue, that nice staff person you met at the tour or lunch meeting. She is thanking you for taking your time to come and asking for your input. “What did you think of our program?” You tell her in a reserved way how impressed you were. You mention that the intercultural studies program was especially appealing. At some point she asks, “Is there any way you could see yourself becoming involved?” You may be thinking about underwriting that international conference. After all, it links to many other interests of yours, yet you don’t want to lead off with something so big. “I notice you need some old computers,” you respond. “I could help you with that.”
Sue is very appreciative and tells you immediately how much they are needed and for what program. The demand has increased so much that the computer lab is now open every evening and there are still people who can’t get the computer time they need. My goodness, you are thinking, my old computers could really make a difference. We’ve upgraded our system at the office and those old ones are actually in the way. I’d be a real hero if I found a good cause to donate them to.
“Would it help if we came to pick them up?” she offers. “I know how happy it will make the people in the computer lab to have them before the next round of classes start.” Before you know it, they have picked up the computers and you are getting a call inviting you to come back and see the expanded computer program in action one evening when it is in full swing. “Feel free to invite anyone else you’d like,” offers that same warm, efficient staff person.
You arrive with your spouse and two work colleagues just to check it out on your way to dinner. You are dazzled. Those old computers that had been cluttering the back room at the office are now front and center, with eager, curious children and their parents clicking away. The head of the computer program, a brainy-looking fellow, happens to be there in the midst of all the action. He can’t thank you enough.
Of course, as part of the evening’s show-and-tell at the computer center, your low-key guide points out the students from the intercultural program, communicating with their international “e-pals.” “It’s just a start,” she says.
“They’re always hungry for more real connections with other cultures.” You go off to dinner with your friends. Everyone is feeling good, and you are looking like the person of the hour. For your friends, this was a pre-Point of Entry Event; for you it was a validation that you picked a winner.
The next week, the same nice staff person calls back to thank you for coming out again and for bringing those friends. “I hope they enjoyed seeing the program,” she says enthusiastically. You find yourself telling her that one of your friends is a teacher and asked if he could learn more. And those work colleagues who came to the center and then to dinner have spread the word to a few others in the international department at the office. They’re wondering if someone from the program could come out to talk with them about what they do. Before you know it, you find yourself checking calendars and arranging a date for a Point of Entry in a Box at your offices, and you’re supplying the lunches!
And so it goes. A one-time visit to a Point of Entry Event and an effective Follow-Up Call lead to the birth of an in-kind gift, a volunteer, an Ambassador and—down the road—a new major donor. This is why we call it the Cultivation Superhighway.