CHAPTER 2: BUILDING RELATIONSHIPS
WITH POTENTIAL DONORS
Fundraising is not just about money – it is about
relationships. If you want to build a strong supporter
base, you need to make friends. People give money to
organizations they feel connected to and where they feel
their contribution is valued.
and sources for advice on the web on how to do this.
You can find some resources to help you get started in
Appendix 3A.
NETWORKING AND VISIBILITY
Just as it takes many weeks to harvest a crop from a
seed, it takes time to grow a prospect into a donor. In
professional fundraising, as in farming, this process is
called cultivation.
WHAT IS CULTIVATION?
One of the best ways to find potential funders is by
being visible in your field on a local or regional level. It
is important to participate in professional networks so
you can meet new people, keep learning about your field,
and come to be known as an expert. As you get to know
people, you will be introduced to potential supporters and
learn about new opportunities for training or funding.
Cultivation is the process of developing a relationship
over time with a potential or current donor. It is how you
get to know each other, build trust, and gain consistent
support. This process can take weeks, months, or years
and can be tailored to any kind of prospective donor.
There is no single fixed way to cultivate donors, as
people’s interests and personalities are varied. However,
there are some basic tools that all fundraisers use to build
relationships that lead to financial support.
As your work gets noticed, you may be invited to speak
at a conference or participate in a public forum. These
events are great ways to highlight your organization and
its work. They may also be great events at which to meet
potential donors.
First, as described in Chapter 1, identify a prospect and
determine that they have the ability to support you
financially and have real passion for your cause. Now you
have a seed to sow. You’re ready to plant that seed and
begin the cultivation.
THE INTERNET AND SOCIAL
NETWORKING
Think about establishing an online presence for your
organization. While it can be difficult and expensive for
a very small organization to build and maintain its own
website, especially in countries with unreliable and slow
Internet connections, developing an online profile can be
a quick and easy way to become visible to the rest of the
world. If you can’t afford or don’t have the skills to create
a website, you can still create an online presence through
social networking sites like Facebook, Twitter, YouTube,
Ning and Orkut. You can create an organizational profile
that includes background information, an email point
of contact, photos, and news. Facebook and Twitter are
also easy ways to let people know what you are doing
and recruit “friends” who may eventually grow into
supporters, activists, and contributors. They are also a
good source for connecting with other organizations and
learning about grant opportunities.
Here are some basic steps to follow:
1. Research the best way to grow your crop to ensure
it flourishes. Try to learn as much as you can about
the prospect so you understand their interests and
where they may align with yours.
2. Plant the seed in the soil. Verify the capacity of the
prospective donor and their passion in your work.
This is important; you need to be sure that the seed
has the right environment to promote its growth –
if the soil is not fertile, the seed could perish. First,
research the prospect’s prior giving, and then make
an initial approach via phone, email, letter, or inperson conversation. You might say, “I noticed that
the ABC Foundation has funded agricultural work
in Africa. Would you be open to a conversation
about this work? I’d love to learn more about your
specific interests and tell you about our programs.”
Don’t just talk about yourself and your organization.
While this guide does not delve into how to establish
an effective web presence, there are many manuals
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