| The 4th of July is a very important holiday here in | | | | in touch to let you know..." |
| the United States. And it's also an ideal solution to | | | | Just send an update with a success story from your |
| keep your donor cultivation tactics going strong | | | | mission. Mention - in donor-centered copy - how their |
| during the hot days of summer. Or as a solution to | | | | financial gift made all this possible. And then say |
| your creative blues for summertime fundraising. | | | | "thank you!" |
| What do I mean? The 4th can be the theme for the | | | | Now you may be asking yourself, "What does all this |
| next message to your donors. | | | | have to do with the 4th of July?" Simple. It's the |
| Industry statistics and studies - along with your own | | | | perfect excuse to contact your donors. |
| personal experience, I expect - show that most | | | | Zip off an email with a spirited "HAPPY 4TH OF |
| money for nonprofits and charities is raised in the last | | | | JULY!" Share a few words about our nation's history. |
| few months of the calendar year. People are in the | | | | Maybe something about how passionate patriots |
| giving spirit. And although there may be some who | | | | were about the cause for freedom and |
| toss a little more into the pot for tax purposes, this | | | | independence. Then segue into your mission. Say how |
| isn't the motivator for the vast majority. | | | | the dedication and support of donors "like you make |
| So you certainly ought to be sending out letters and | | | | it possible to continue another important cause [insert |
| emails to your donor house file - and maintain | | | | a short phrase on what you do or what you're |
| acquisition efforts - during this time period. | | | | highlighting]." |
| But don't let everything screech to a halt during the | | | | Next you can give a specific example by telling a |
| summer months. Yes, some of the plant life and | | | | great success story. Remember, even within the |
| vegetation wilts and turns brown in the heat of | | | | story it must have donor-centered copy. It must also |
| summer. Still, this is no reason to let the same thing | | | | be emotional (this doesn't always mean tear-jerking), |
| happen to your prospecting, fundraising or donor | | | | interesting, detailed and compelling. |
| cultivation efforts. | | | | You could do the same thing with a postcard. Have |
| You worked hard and invested considerable money | | | | an interesting photo and headline on the front. Then |
| to acquire your donors. Now you must work even | | | | your "Happy 4th of July" greeting followed by your |
| harder to keep them. Donor cultivation - the focus of | | | | story on the back. |
| this article - will help you do just that. | | | | Because of its low cost and speed, the email could |
| Donors need to hear from you on a regular basis. If | | | | go out to everyone. For the postcard you may want |
| not...you'll be forgotten. Your house file and your | | | | to segment your file. Part of your fundraising |
| revenues will die. | | | | strategy ought to be focusing 80% of your efforts |
| Another charity organization that also resonates with | | | | on the 20% of your file that generates the vast |
| your donors' interests will enter the picture. They'll be | | | | majority of your revenue. In other words, to keep |
| getting those precious donations instead of you. | | | | costs down and to maximize results, you could send |
| There's lots of competition for donor dollars, | | | | the postcard to a select portion of your house file. |
| especially in tougher economic times. | | | | Donor cultivation is a critical, no...it's an essential part |
| Another point to remember is this: Every message - | | | | of your overall fundraising strategy. Proper cultivation |
| direct mail, email, whatever - doesn't have to include | | | | of your donors to build and strengthen the |
| a request for money. How would you feel if every | | | | relationship with your nonprofit will yield greater |
| time a friend contacted you she hit you up for cash? | | | | results. You'll retain donors longer and they'll be more |
| Donor cultivation includes some messages without an | | | | generous. |
| "ask." Think of it as writing to a friend, "Just keeping | | | | |