Engaging Donors for Lifelong Connections
As development professionals, we understand the critical role our donors play in our organizations' health and long-term viability. But what if we flipped the relationship to consider how we can make the engagement process impactful for our donors? How do our donors feel as they engage with the organization or contribute to an idea or solution? Can we evolve from treating donors as immediate resources to welcoming them into a caring circle of friends engaged in a unified purpose?
To make this kind of lifelong connection, we must first consider the type of donor. I have found it helpful to identify at least three categories of potential partners in terms of modality of giving: 1) Annual giving, 2) Named gifts, and 3) Legacy gifts. For the first conversation with annual donors (by letter, email, or phone), I like to ask: "How are you doing?" I do not make a specific "ask" in the first communication but instead leave the gift amount open. I also encourage them, at this stage, to consider volunteering their time to the fundraising campaign in place of a donation. The goal is to clarify that we care about our friends, not because they are a source of money but because we are dedicated together to a shared mission. This is an opportunity to be vulnerable, share our deepest needs as an organization, and build rapport with our newest friends.
Named and Legacy gifts have a marked impact on the benefiting organization. Often, multiple meetings throughout at least a year (or more) are required to establish the relationship. For a named gift or legacy to be effective and powerful for the donor, we must dig deeply into who they are, their connection with the organization, passions in life, and vision for contribution. This donor can powerfully influence the organization, and it is our responsibility to curate an impactful experience throughout the relationship development process and through ongoing demonstration of impact.
We can help develop this connection by getting to know our donors and understanding how they feel about our work and their relationship with us. The "holy trinity:" Research-Recognition-Relationships, help guide us in this process; we must research and identify these natural champions of our cause, provide recognition through thoughtful, high-level engagement, and continue to grow the relationship naturally, as one would in a sincere friendship.
In all communication and recognition, regardless of the donor's current level of engagement, only the highest standards will do. This is a relationship worth careful and thoughtful investment, and it is our responsibility to make the engagement process meaningful and authentic. Each letter, communication, recognition, gift, and thank-you must reflect the intrinsic and extrinsic value of the partnership. The partnerships we forge must be natural, where donors are champions of the organizational cause and develop an affinity that stands the test of time.
