One of the key things any campaign needs to be successful is a strong prospective donor base. Seems obvious enough, but many organizations spend more time on the plans for their new building than they do on cultivating the donor relationships that could make that dream a reality.
While many people in your community may have the capacity to make a large gift, only those who have both the capacity AND a strong interest in your organization will actually make a gift.
So how do you identify your top donors? Here are six easy questions to ask:
- Who has given to you in the past? Who has shown their interest by giving to your annual campaign or past capital efforts? Who has made a planned gift to your organization?
. - Who are my leaders? Board members (both current and past) have shown strong support for your organization and mission. Can you channel that support into a gift?
. - Who is working next to you? Are there companies, foundations or individuals championing the same issues that your organization addresses?
. - Who is an alum? Look through your records to see if someone who used to be part of your program has now gone on to be a success somewhere else in the world. Rekindle their memories to ignite a gift. (PS – a Facebook alumni group is also a great thing for reconnecting with people who used to be part of your organization.)
. - Who are your raving fans? Who are the people who have taken the time to thank you for your good work? Who is lifting you up on social media?
. - What about volunteers? These folks gave you their most precious and irreplaceable commodity: their time! If they had a fulfilling experience volunteering with you, they are likely to want to go deeper.
While you can’t do much to change a prospect’s capacity to give, you can do a lot to raise their interest in your organization. Take the time to get to know the prospective donor and allow them to get to know your cause before asking for a gift. Remember, people don’t give money because they have it; people give money because they care. Want to uncover your best donor prospects? Figure out who loves you! Want to uncover your best donor prospects? Figure out who loves you!
