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How to Think Like a Donor

How to Think Like a Donor

To get insights into how to cultivate a donor, look at what motivates you personally as a donor.

Here is a simple but powerful exercise:

  1. Make a list of the organizations you give money to. Not just the obvious one or two—go a little deeper. Come up with at least five.
  2. Next, take the time to answer the following questions for each contribution you make.

What patterns or trends do you notice in your giving? For example:

      • For how many years have you been giving to the same organizations? Have you increased your giving over the years? What, if anything, have these organizations done over the years that have led to an increase or decrease in your giving?

      • Are you a loyal or a fickle donor? Or a little of both? Do you give faithfully to your old standby favorites? Do you intersperse them with new ones? If so, what does it take to become a new recipient of your gift?

      • Is there any correlation between the amount of your time and money you give to an organization? Do you feel differently about giving money to the places where you also volunteer in some way?

      • What kind of thanks do you receive? Are you thanked more or less than you would like? Do the thanks feel personal enough? Does it seem like the organization knows you or wants to know you better?

      • Is your name prominently displayed in places that matter to you? On plaques, or in annual reports? Though this may not seem important to you, how would you feel if your name were inadvertently omitted.

      • In terms of ongoing connection, is there more each organization could be doing? Do they invite you to other events throughout the year? Do you feel sufficiently connected to their mission? If it’s a national organization, are you part of a larger national ‘society’ or group recognition program?

      • What more would it take for them to receive a larger gift from you? More information, more direct contact, more recognition? Maybe just a phone call?

Notice what makes you tick when it comes to giving away your money.

Notice what more an organization could have done to get to know you and your passion for their work. Often just a phone call or a personal invitation to a meeting or program of interest will make a big difference. Perhaps you’ve already done that with some of your favorite organizations and now you need something more. Perhaps they’ve missed your cues and their attempts to “cultivate” you feel too heavy-handed.

As you begin the cultivation process with each donor, remember, first and foremost, that you are a donor. Your name is on a list at each of these nonprofit organizations. Someone within those organizations may be trying to “cultivate” you right now!

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Having a Donor Database You Love

Having a Donor Database You Love

Q: How do you define a “good donor database?”
A: Have you—personally—used it in the last 24 hours?

I clearly recall, way back in 1992, purchasing the first database program for our school with my own money. I knew then that if I was going to be successful as the sole staff member working on fundraising, a great database would be essential. Most of my days were spent sitting at a little desk in front of my computer screen with my headset on, reconfirming Point of Entry guests, making follow-up calls, making phone calls to supporters and donors, and tracking every single conversation in our database.

Years after I left the school, subsequent development directors thanked me for setting up that database and for the quality and detail of my notes, which taught them the importance of entering such critical information.

Rather than regard the database as a burden or annoyance or something to be “managed” by someone who is peripheral to the process, I have always thought of my database as the full-time equivalent of a super-smart staff member or member of my team.

I recommend you design it to be something that you and each team member can rely on as your personal memory bank, diary, or journal.

In other words, consider that your tracking system could be something you love!

Use your database to track Point of Entry guests, information gathered from each question in the follow-up call, cultivation contacts, volunteer involvement, Ambassador activity, Ask Event Table Captains, gifts and pledges, ongoing major gifts cultivation, and one-on-one Asks.

Furthermore, if it is properly secured, easy to use, readily accessible to everyone on your team, and linked to a calendar function, it can become an easy and natural way to communicate updates on donor contacts, manage the next contacts for each donor, and manage your overall cultivation calendar as well.

Here are Benevon’s minimum requirements for your donor tracking software if you are serious about implementing the model.

Tracking System—Minimum Requirements:

  • Has a sufficient notes section for tracking conversations and relationships over time, not just basic contact information and gift history
  • Tracks follow-up call dates, messages left, and what was said on the call
  • Easy to use by everyone on your team
  • Interfaces with your website, so that website information is captured directly into the database
  • Delivers and stores individual and mass emails
  • Provides a log of contacts
  • Built-in tickler system, so that all notes have dates and action items that link to the appropriate date in your daily planner
  • Tracks relationships between people
  • Tracks which events people attended (when invited and by whom)
  • Tracks which mailings/contacts people responded to

To summarize, your tracking system should be the one solid, reliable repository for the chronology of every contact with each donor, potential donor, and volunteer. That is the only way everyone who has access to your database will come to count on this as the sole source for up-to-the-minute information on each donor.

Learn more about Bloomerang for Benevon, a special version of the Bloomerang software that incorporates Benevon’s model for engaging and developing relationships with individual donors.

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Ask Benevon: The Ask Event is Not a First Date

Ask Benevon: The Ask Event is Not a First Date

Q: If you only have two months until your Ask Event, and only half of the people on a Table Captain’s list of invitees have been through a Point of Entry, do they still invite them to the breakfast? Or do they invite them to a Point of Entry instead and then try to invite them to the breakfast in the follow-up call from the Point of Entry? Relatedly: If you have a new Table Captain that hasn’t had a single person on their list come to a Point of Entry, do they invite them to the breakfast or still try to do the Point of Entry first?

 Kimberly in California

A: The only reason to have an Ask Event is to “harvest” all of the good cultivation work you have been doing with the prior year’s Point of Entry guests. The Ask Event is not a substitute for a Point of Entry. Inviting people to the Ask Event as their first exposure to your organization is akin to having first-time guests to your home enter through the back door.

Many nonprofits that attempt to “self-implement” our model, without having a system for developing Ambassadors who fill their Points of Entry, get boxed into a pre-established Ask Event date and then default, out of necessity, to filling that event with traditional Table Captains who dutifully call friends and colleagues to reciprocate prior favors by joining them at their table.

You need a minimum of 50% of your Ask Event guests to be people who have attended a Point of Entry in the prior twelve months. You also want 100% of your Table Captains to have served as Ambassadors in the prior year; this is a key factor in accomplishing the prior goal.

If someone hasn’t invited a single person to a Point of Entry, we would not suggest having them serve as a Table Captain. Engage them in serving as an Ambassador by working to get at least ten people to a Point of Entry and then continue to cultivate them towards being a Table Captain at next year’s Ask Event.

I hope this helps to clarify. Good luck with your event.

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Recognizing Major Donors

Recognizing Major Donors

Q: One of our donors made a generous gift in October, which we announced with a press release and online news story. Six weeks later, the donor added to that gift. What would be the best way to announce this increase in the original gift?

Ann Marie in Michigan

A: Recognition of major donors is an important element of the cultivation process. You want to be sure that the recognition is appropriate, timely, and most of all, meaningful to the donor! If they appreciated the press release, it might be best to do another one announcing the additional gift. If the increase was nominal in comparison to the initial gift, a press release might not be appropriate, but perhaps a personal visit or call from your CEO or a key board member would be. Many times, donors have a specific type of recognition in mind. While we could spin our wheels trying to guess what would be most meaningful, it is often best to just come right out and ask, suggesting one or two options, yet leaving it up to the donor to choose. We find that major donors appreciate that consideration.