Retaining & Creating Donors

Very good advice from Contributions Magazine.

An excerpt.

“Why is it that fund raisers don’t have time to devote to building relationships with their most promising donors? Often it is because they are busy organizing galas, awards dinners, or other events that are expected to raise big bucks and bring in new “heavy hitters” but somehow always fall short of expectations. Here are some tips for keeping the focus on donor stewardship when you plan your next event.

"1. Respect your donors

The people who support your organization are motivated by some combination of belief in your mission, respect for the person who introduced you to them, and excitement about your organizational personality. When you get a gift before, during, or after an event, remember that it was an actual person who wrote that check.

"2. Use your event to focus on your mission

Every step of your event – invitations, program books, speeches, party favors, thank you notes – gives you the chance to cement the connection between your donors and the missions that they make possible. Tug some heart strings. Tell some tear-jerking stories. Make the mission come to life.

"3. Do not indulge in excess party planning

Keep it simple. Minimize every celebratory flourish that does NOT connect your donors and partners with your mission. Don’t break a sweat about the color of the napkins.

"4. Use the event to enlarge your family

A mission-focused event is a great way to engage new people. Don’t get hung up on the price of a ticket. If it will benefit your organization in the long run to have someone get introduced, find a way to invite him or her as the guest of the executive director. Or of a board member.”