Cultivation: Getting to Know Our Donors

The art of cultivation of current and prospective donors depends mostly on good etiquette and common sense.

Speaking my own experience on the receiving end of an ask, too often fundraisers or agency heads come at me with a full blast need and solution statement before getting to know what motivates my personal philanthropy. This seldom gets me to write a significant check.

For me, if the request is for $1,000 or more, the approach must pluck my heartstrings. But, what motivates me is entirely different from what motivates another. They key is finding out what motivates each individual person.

To accomplish this, organizations should carefully conduct conversations with a prospective donor, volunteer, or board or committee member. You should:

• Be thoughtful and intentional
• Ask questions
• Listen carefully
• Speak about the agency in ways tailored to what you have heard

What follows are some strategies for learning about a donor's interests, capacity, and values, especially with respect to your agency.

Interest

When meeting with a donor, be sure to ask questions such as:

• How did you first hear about our organization?
• What interested you most about our agency?
• Have you, or would you like to, visit our agency and see our work in action?
• How do you like our mission and vision statements?
• What aspects of our mission most interest you?

Capacity

Determining a donor's capacity for giving needs to be done subtly. First, observe and note the person’s appearance, office, or home. Then, tactfully inquire about:

• Recent and planned vacations
• Vacation homes
• Whether they have children, where any children go to school, or what their children do professionally
• Who their parents are

Take note of any friends they mention to determine which circles of community the person is part of.

You also can do some research ahead of a face-to-face meeting by watching donor lists in your community to see what names appear in which gift level categories. You can learn a lot about a person by typing their name into Google as well.

Values

Ask questions such as:

• What inspired you to become a donor or volunteer?
• What are your aspirations for our community in the future?

Now What?

Learn these things about a donor first. Then, when you talk details of your programs, services, plans, and needs, frame the conversation within the donor’s reference points.

He or she will be listening intently because you've demonstrated that you understand what motivates them to give, and you can use the opportunity to explain how your fundraising needs align with their motivations for giving.