First-time donations don't happen by chance. Donors support causes they care about and organizations they trust. Before giving, they want assurance that their contribution will make a real impact and they also seek to feel valued within the nonprofit's community.
Your nonprofit can live up to these donor expectations by prioritizing donor cultivation. It's the most critical phase in the donor cycle, during which you engage potential supporters, build relationships, and guide them toward making a gift.
In this guide, we’ll explore the essentials of donor cultivation, what it is, and how it works. We'll also discuss steps and strategies to boost engagement.
Table of contents
What is donor cultivation in nonprofits?
Donor cultivation vs stewardship: What are the key differences?
4 steps to create a donor cultivation plan
8 cultivation strategies to supercharge your donor relationships
Final words on donor cultivation
FAQs on donor cultivation in nonprofits
What is donor cultivation?
Donor cultivation involves building relationships with potential supporters, focusing on educating them about your nonprofit's mission before appealing for donations. The ultimate goal is to establish a base of loyal donors who support your organization.
Beyond securing a gift, prioritizing donor cultivation also comes with several other benefits:
- Learning more about your supporter's interests, priorities, and values
- Increasing your chances of securing recurring and large gifts
- Boosting donor retention and inspiring them to stay engaged with your activities
- Cultivating genuine trust and credibility in your organization
- Creating opportunities for advocacy and volunteer involvement
Donor cultivation vs stewardship: What are the key differences?
Donor cultivation is everything you do to connect with a donor before asking for a donation. It is about getting to know your donors and educating them on your organization and what you do.
In contrast, donor stewardship is everything you do after a donor contributes to secure continued support. Your focus is thanking donors for their gifts and sharing their impact with them.
The aim is to strengthen your relationship with your donors and make them feel valued community members.
4 steps to create a successful donor cultivation plan
1. Research and segment your donors
Learn about your potential donors to help you build more authentic, tailored relationships with them. Discover what causes they are passionate about and their preferred communication methods. Gather data about each member and see if you find any similarities among them.
To expand your donor base, consider:
- Analyzing your current donor demographics to find similar groups
- Researching local community groups and businesses that align with your mission
- Utilizing wealth screening tools to identify high-capacity donors in your area
- Exploring partnerships with other nonprofits to reach new audiences
- Leveraging social media analytics to find interested individuals
You can make cultivation easier by segmenting donors into categories they share. This allows you to provide a consistent schedule of communications, invitations, and engagement opportunities to each segment.
Some donor segments to consider are:
- Giving capacity
- Demographics
- Past involvement
- Areas of interest
- Affiliations
- Communication preferences
2. Establish SMART goals
Decide what you want to achieve with your donor cultivation efforts to be able to track your progress. Learn what activities are working and where you may need to make adjustments.
Some examples of goals include:
- Engage with 15 new donors per month
- Convert 50% of new prospects to first-time donors within eight months
- Develop ten well-researched donor profiles each month
- Identify and nurture relations with at least two or more major gift-givers by mid-year
3. Create a cultivation schedule
Once your goals are set, align them with a calendar of events that will help you achieve them.
For instance, if you're trying to engage with 15 new donors per month, you will want to set up a schedule like:
- Week 1: Identify potential donors through community research, network referrals, and social media engagement
- Week 2: Reach out to potential donors through multiple channels:some text
- Send personalized introductory emails (if email addresses are available)
- Connect via social media platforms
- Consider targeted social media ads to reach a wider audience
- Week 3: Host a small meet-and-greet or informational event (in-person or virtual)
- Week 4: Share impact stories and updates to keep donors informed through various channels
- Week 5: Schedule personalized follow-up calls with interested donors
4. Track and measure your cultivation efforts
As you build relationships with prospects, use donor management software to track your actions. This will help you stay organized and on schedule with your cultivation plan.
The right software helps store and organize data by engagement level, so you can see who’s ready for solicitation and who needs more nurturing.
8 effective cultivation steps to enhance donor relationships
1. Identify and initiate contact with potential donors
Before you can cultivate relationships with donors, you need to find them and make that crucial first connection. Start by:
- Researching your community: Look for individuals, businesses, or foundations whose values align with your mission.
- Leveraging your network: Ask board members, volunteers, and current donors to introduce you to potential supporters.
- Hosting open events: Organize informational sessions or tours of your facilities to attract interested individuals.
- Using social media: Share compelling content about your cause to attract followers who might become donors.
Once you've identified potential donors, make that first contact:
- Personalize your approach: Tailor your initial outreach based on what you know about their interests or connection to your cause.
- Be clear and concise: Introduce your organization and its mission succinctly, focusing on how it aligns with its values.
- Invite engagement: Offer a low-pressure way for them to learn more, such as subscribing to your newsletter or attending an upcoming event.
Remember, this initial contact sets the tone for your future relationship. Be authentic, respectful, and focused on building a connection rather than immediately asking for support.
2. Keep the conversation going
Communication is important - not just once but consistently to keep your nonprofit at the forefront of potential donors’ minds. Your prospective donors want to feel informed and involved in your organization's work.
Keep them updated through social media, newsletters, direct mail, or phone calls. Share your progress, challenges, exciting milestones, and plans for the future. Transparency builds trust, which is the foundation of any strong relationship.
3. Offer different forms of engagement
Building meaningful relationships with donors involves various forms of engagement. Use what you know about a prospective donor to come up with different opportunities for them to interact with your nonprofit.
Consider these effective approaches:
- Invite to events: Plan events for supporters to build a sense of community around your cause. These events allow you to connect with prospects face-to-face and show your work and the impact of their support.
- Volunteering: Around 85% of volunteers donate to the nonprofits they volunteer for. As such, get your prospective donors to volunteer for the initiative you want them to contribute to. This way, they see its inner workings firsthand.
- Join a committee: Offer opportunities that align with the prospect's professional experience. A tailored approach lets them contribute meaningfully, boosting their engagement with your cause.
Getting donors involved in other areas of your nonprofit can help them understand why you need financial support. It will also make them feel that your nonprofit views them as more than a funding source.
4. Show organization impact in tangible ways
Potential donors want to know if their gift will lead to real change before they donate. Demonstrate the tangible impact of their contributions throughout the donor cultivation process.
You might do this by:
- Sharing a video or written message from beneficiaries whose lives will be changed
- Sending prospects annual reports to provide concrete data about your organization's impact
- Discussing the goals and outcomes of the specific project where donations will go
- Giving prospects a tour of your program facility so they can see your impact firsthand
5. Diversify your giving options
Expanding giving options maximizes donor participation by appealing to various preferences. The more flexibility you offer, the more likely people are to contribute to your nonprofit. Let your potential donors know that you're happy to accept donations of different forms.
Here are some options to offer:
- One-time online donations: Ensure your website has an easy-to-use donation form
- Recurring donations: Allow donors to make smaller, regular contributions
- Workplace giving: Partner with local businesses for employee donation programs
- Matching gifts: Encourage donors to check if their employers offer matching gift programs
- Text-to-give: Set up a system for donors to give via text message
- Donor-advised funds (DAFs): Let donors set aside money for charity, get tax benefits now, and donate flexibly over time. DAFs appeal to supporters who want control over their giving schedule.
6. Create a loyalty program
People gravitate towards exclusive experiences. Create a good loyalty program that offers some attractive perks to your prospective donors.
Consider providing:
- Behind-the-scenes access
- Limited-edition merchandise
- Invitations to special events
- Exclusive e-books or courses
These benefits can strengthen connections with potential supporters, foster a deeper investment in your cause, and encourage support.
7. Leverage your network for new donor introductions
Engage your current supporters, board members, staff, and volunteers in your cultivation efforts. They can introduce you to potential new donors through their personal and professional networks. Encourage them to bring friends to fundraisers, invite colleagues to volunteer days, or share your mission with their social circles.
Use your nonprofit CRM to identify frequent donors you haven't connected with yet. Include them in your cultivation process, as they're likely to also give to your nonprofit.
8. Use the right tools
Your donor cultivation process will run much more smoothly if you have the right solutions in your toolkit.
Make sure that you have access to the following software:
- A strong donor management system to track interactions and organize what you learn about prospects
- Communication and marketing tools to personalize and schedule messages for consistent communication
- A flexible fundraising platform to prepare for solicitation and offer multiple giving options.
Use donor management software to streamline your cultivation efforts, as it can help you track interactions, schedule follow-ups, and manage donor information efficiently. Zeffy has a 100% free donor management software that allows you to focus on building meaningful relationships with potential supporters - all at no cost.
Final words on donor cultivation
Donor cultivation is an ongoing process that serves as the cornerstone of successful nonprofit fundraising. By building meaningful relationships with potential supporters, nonprofits can create a loyal donor base that drives long-term impact.
Cultivation isn't just about securing donations; it's about fostering genuine connections and demonstrating your organization's value and impact. To maximize your cultivation efforts, implement diverse strategies, personalize your approach, and consistently engage with prospects.
While the process may seem daunting, the right tools can streamline your work significantly. Zeffy's 100% free donor management system offers a comprehensive solution for tracking interactions, organizing donor data, and efficiently managing the entire cultivation cycle.
