I have the tea and I’m here to pour you a cup.
Do you find yourself struggling to connect with potential donors? Maybe it’s at your own event or a social you attended. You have a millionaire that fits your donor persona, you exchange business cards, and a week goes by, but you’re stumped on how to reach out to them and what to say so you’re just hoping for a call from them that may never come.
If this sounds like you, you’re not alone. Almost everyone (if not everyone) in the NPO sector has fumbled at least one donor (maybe more) at some point in their lifetime. If this is something you struggle with, let’s fix that together.
Gaining donors at events involves a strategic approach that balances relationship-building with clear communication about your organization’s needs and impact.
Often times, donors expect and value when nonprofits take the time to build genuine relationships instead of viewing them as sources of funding for the mission.
This makes strategizing and building genuine connections with potential donors during as well as after events such a vital aspect to obtaining long term donor stewardship. We want our donors to feel connected and valued by our nonprofit. Afterall, they are the root of our success. Without them, we would not grow into sustainable organizations.
So, what strategized steps should be taken to achieve long term action from donors? Here’s a step-by-step process you should take to get potential donors on board long term:
Set Clear Goals and Prepare Materials
Have a plan and necessary resources ready.
Define Your Objectives: Determine what you want to achieve at the event—whether it’s securing new donors, building relationships with existing supporters, or raising awareness.
Prepare Materials: Bring brochures, impact reports, donation forms, and business cards. Ensure you have digital resources like a presentation or a tablet with your organization's information if needed.
Engage with a purpose.
Focus on building meaningful relationships with individuals who share common interest, goals, and passion for your mission.
Start with a Genuine Conversation: Begin by getting to know the individual. Ask open-ended questions to understand their interests and motivations. This helps build rapport and trust.
Communicate Your Mission: Share a compelling story or highlight a specific project to illustrate the impact of your organization. Tailor your message to align with the interests and values of the person you’re speaking with.
Identify and Qualify Potential Donors
Look for signs of genuine interest in the conversation. Not everyone will be interested in becoming involved so it’s important to see out those who are.
Listen for Interest Indicators: Pay attention to cues that show the person is interested in supporting your cause. This could be their questions, enthusiasm, or willingness to learn more about your organization.
Qualify the Lead: Determine if the person has the potential to be a donor by assessing their interest level and capacity to give. This will help you tailor your follow-up approach.
Make a Clear Ask
Be direct but respectful when asking for support whether its monetary, an in-kind, or voluntary.
Be Specific: When you sense interest, make a clear and specific ask. For example, “We’re looking to raise X amount of money for this specific project. Would you be interested in supporting this initiative?”
Offer Different Giving Options: Provide various ways to contribute, such as one-time donations, recurring gifts, or sponsorship opportunities. This allows potential donors to choose the option that suits them best.
Follow Up Strategically
Keep the momentum going by following up.
Send a Personalized Follow-Up: After the event, follow up with a personalized message thanking them for their time and reiterating the key points of your conversation. Include additional information about your organization and how they can contribute.
Provide Updates and Opportunities: Keep potential donors informed about your organization’s progress and upcoming opportunities to get involved. This shows ongoing engagement and helps maintain interest.
Cultivate Long-Term Relationships
Build a connection beyond the initial ask.
Invite Them to Future Events: Engage them in your organization’s activities by inviting them to future events or updates. This helps build a deeper connection and keeps them engaged.
Show Appreciation: Regularly acknowledge and thank them for their support, even if they haven’t donated yet. Acknowledgment can be in the form of a thank-you note, a phone call, or special recognition.
Bonus Tip:
Leverage Event-specific Opportunities
Use the event’s features to your advantage, you won't regret it!
Take Advantage of Event Activities: Participate in event activities or panels that align with your organization’s mission. This can increase your visibility and provide more opportunities to connect with potential donors.
Engage with Speakers and Influencers: If the event features prominent speakers or influencers, engage with them and explore potential partnerships or endorsements that can enhance your organization’s credibility.
By approaching potential donors with a clear and compelling message, fostering genuine relationships, and following up thoughtfully, you can effectively leverage events to gain support for your nonprofit. If you feel like you need further guidance, we offer services from seasoned professionals that can help you create a strategic cultivation plan that will open endless opportunities for you to foster sustainable relationships with potential donors.
Reach out today to get a free consultation with Q.
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