A Holistic Donor-centred Approach to Raising Funds
Delicious fruit doesn’t just “happen”. You need the right conditions – soil, moisture, sunlight, temperature. It’s not enough for the tree to simply look healthy.
If the tree is to bear abundant and delicious fruit over a sustained period of time, you cannot simply focus on the 180 degrees above the ground surface. The entire tree must be nurtured – roots and all.
You have to take a 360 degree approach to cultivating and nurturing your tree.
Like delicious fruit, profitable long-term donors don’t just “happen”.
You need to craft donor-centred solicitations and send out prompt, customized thank you letters. You need to finesse your external 180 degrees of touchpoints with donors.
To sustain healthy relationships with donors you need to … exceed donor expectations … earn donor trust and commitment … find out what motivates your donors … engage donors as partners in making the world a better place … you need the buy-in of everyone within the organization. Then you can maximize the philanthropic potential of each donor.
You need a culture of philanthropy – an holistic approach that involves all stakeholders, including the Board and other volunteers, all fundraising teams, communications, program staff, and supporting departments. All with a common goal and purpose – the mission.