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Dr. Randy T. Hodges, Senior Pastor
Hernando Church of the Nazarene

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Connecting with Major Donors (Part 2)

Andrew Wolsen, a marketing executive who concentrates on assisting nonprofit agencies, recently shared 13 ways to engage major donors through improved relationships, which in turn, leads to more successful fundraising campaigns.

These recommendations were originally discussed in a 2012 issue of the Chronicle of Philanthropy:

1. Invite donors to participate in your mission. The best way to create engagement with your major donors is to provide opportunities to personally experience the life-changing work their gifts make possible. Take them overseas to build a well or school; let them pass out food, water, etc. in a community hit by natural disaster; encourage them to read to the kids in the after school program or to the siblings of children hospitalized at your medical facility. Simply no substitute exists for getting their hands dirty right beside your staff and the people you serve.

2. Spend time with them one-on-one. No amount of Email communication, Facebook likes or Twitter posts can replace the authenticity and closeness of personal, face-to-face relationships.

3. Host small group events. Successful people enjoy the company of other successful people, so chances are your best donors will be excited to connect with others who support your cause at similar levels. Big affairs may bring the press, but small, intimate events bring more success. These gatherings offer wonderful ways to build community among your most committed supporters. From time to time, you can also use these small meetings as easy ways for your donors to introduce new friends to your organization.

4. Ask for feedback on a program they support or on your future plans. Everyone holds an opinion and most like to share it. This adage is especially true of major donors who provide much of the funding for your most critical projects and programs.

5. Create special “By Invitation Only” pre- and post-event gatherings. This tactic, successful in political fundraisers, can be copied by nonprofits. The pre- or post-event recognizes major donors and makes them feel special by providing exclusive opportunities. Engaging with your VIP guest speaker, executive director, board of directors, and other high-power supporters makes them feel honored and appreciated.

6. Invite them to meet with your board members and senior executives. Major donors expect a certain level of access. They need clear lines of communication with your senior leaders and important volunteers. Even more exclusivity comes from inviting donors for one-on-one breakfasts, lunches or dinners, behind-the-scenes tours and briefings with key decision-makers.

7. Create a special executive director’s monthly communication just for major donors. Send this news via email, FAX (yes, some donors still use FAX machines), or postal mail. Be clear that this update is an exclusive monthly message shared only with the organization’s closest supporters. Make it read as authored directly from your executive director or president; not something created by the marketing department.

8. Establish a Major Donor club with multiple levels of recognition. Create multiple donation levels with various perks and benefits at each level. Use this group as a means to offer exclusive opportunities to your most loyal donors. It also gives you the opportunity to upgrade and retain more donors by providing additional incentives for them to give.

9. Include a donor feature in your newsletter. People love to talk about themselves. Use that fact to your advantage. Honor your most committed donors by asking them to tell you and your other supporters exactly why they give. Highlight those things important to them, such as their family, their career history, etc. This feature will celebrate them and show they are loved, while motivating other donors to step up and increase their giving.

10. Place an article of appreciation in a trade publication relevant to their business. Donors who are business executives, entrepreneurs or socialites will appreciate you recognizing them in front of their most important peers. Purchase space to promote their support in the local business journal, or a specific trade publication related to their individual interest. It’s also a great way to highlight your cause to other potential donors.

11. Create a secure access portion of your website just for major donors. This tool enables you to share behind-the-scenes videos, updates and impact reports; survey key donors; and provide them with 24/7 access to all the information they need to see their gifts are being used efficiently and effectively.

12. Create personalized video messages from the field. Not practical for your entire donor base, but imagine how great your donors will feel when your CEO or board chair sends them a personal video greeting and message of thanks from the site of one of your projects. Film a thank-you message on the street in the community where you serve inner city youth. Bring some of the children and parents together with you to say a special thanks. Video your message from an international village where you’re working. Record something from your clinic, your school, etc. If you create a personalized message from a relevant place and you present an authoritative, appreciative tone, your donors will love it. A generic message for a large group will not provide the same impact. Record messages to specific donors, citing them by name.

13. Ask for another gift. That’s right. Ask again. People want to be needed and major donors are no different. In fact, they love to know you need them and seek their continued support.  Contrary to how you might feel, asking for their support isn’t an intrusion. It isn’t begging. It’s an inherent aspect of the relationship you maintain with them. They know it and appreciate when you ask — even if they can’t say yes every time, they value your request.

For more on this topic, try http://www.andrewolsen.net/13-ways-to-engage-major-donors. For more information on managing the operations and finances of your nonprofit or faith-based organization, contact the Online Stewardship team at Lynn@OnlineStewardship.com or 904-398-4747.

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