The only way your organization will ever be able to grow the model to its potential is by mastering the cultivation process. Whether you are aiming to grow your Point of Entry guests into Ask Event guests and Multiple-Year Donors, grow your Multiple-Year Donors into Challenge and Leadership Gift donors, or grow your Challenge and Leadership Gift donors into major gifts, capital, and endowment donors, they will only proceed around the circle with you if you tend and nurture their unique interest in your work.
While it is easy to feel overwhelmed and burdened by the thought of having to cultivate so many people at so many different levels, it is worth stopping to recognize how far you have already come if you have been following our step-by-step process.
Can you see that if you had a similar step-by-step process for cultivation, you could gradually ramp up the entire model to the next level and begin to experience the spiraling effect that our long-term implementers all talk about?
We refer to this process—this personalized cultivation system—as the “science of special,” and just like the rest of the model, it is highly effective if you take it one step at a time and follow the system.
What Do We Mean By “Cultivation”?
For each donor, everything that happens between the Point of Entry follow-up call and the Ask (either one-on-one or at the Ask Event) is what we call the Cultivation Superhighway. That careful listening during the Five-Step Follow-Up Call, when each person tells you if and how they might see themselves becoming more involved with your group, determines the next step you will take with them.
It’s as if a good friend of yours stopped by your office, you took some time to show him around, and the next time you talked to him, you thanked him for coming by and asked what he thought. Imagine that he immediately zeroed in on the environmental program, which is one of many programs you offer. Even though you would have other priorities for growing other programs first, you would never think of derailing your friend into another program area. You would invite him back to meet with your great staff members who are working on the environmental program.
Over time, if gently nurtured with occasional phone calls, emails, and face-to-face contact with your program people, scientists, and students, your friend would become more and more engaged in your work. He would contribute naturally that which he has in abundance—his knowledge, passion, contacts, time, and, when asked to make a longer-term financial contribution, he would naturally sign on for five years and probably offer to be a Table Captain at your Ask Events each year.
In future years, he would likely become an Ambassador, hosting a private Point of Entry for his friends or colleagues, he might very naturally serve as a Table Captain at your Ask Event, where his Point of Entry guests would join him at his table. He would come to know many of your staff and volunteers. He would have helped to grow your environmental program. His relationship would be with that aspect of your mission that most mattered to him. He would stay involved because your group’s work is important to him, rather than out of any sense of guilt or obligation to you.
Likewise, you would have gotten to know him better. You would know his family situation and, eventually, his giving capacity. He would likely become a board member or honorary advisory committee member.
When you launched your endowment campaign to ensure the future of the organization, you would be sure to talk with him and his family about a named family endowment structured to sustain the environmental program into the future.
That simple, natural, organic flow of contacts and communication is what we call cultivation. At Benevon, we define cultivation as tending, growing, and nurturing something gently over time.
More specifically, cultivation in our model means a minimum of two personal contacts with a donor in the course of a year—each one highly customized to that donor’s particular interests, needs, and style. There is not a simple template for donor cultivation other than this simple mandate: it’s got to be personal!