International Fundraising Consultancy Limited LASTING RELATIONSHIPS WITH DONORS Dr John Baguley

International Fundraising Consultancy Limited

LASTING RELATIONSHIPS WITH DONORS

Dr John Baguley


WHY RELATIONSHIPS

Relationships lead to more donationsRelationships lead to more frequent donationsRelationships lead to larger donationsBuilding lasting relationships is hard work but funBuilding lasting relationships is professional – 80 / 20


WHY DO THEY GIVE ?

Donors give because they feel passionately about your work and want it to succeed.They feel like that because you have inspired them.You have inspired them because you are passionate and knowledgeable about the work.


TELL THEM

Tell them why the people you help need that help.

Tell them how you help them.

Tell them what their donation will achieve.

Tell them what their donation has achieved.

PUT PEOPLE FIRST – TELL STORIES!


CULTIVATION

Major donors research – life, networks, friends, interests, wealth, gifts etcSupporters research - questionnaire Invite to hear about your work Invite to see your work Meet personallySend a short but interesting newsletter at least four times a year.


BE COURTEOUS

Thank each donation promptly – the same day or within 3 days!

Answer all questions immediately.

Always be polite by phone, letter or e-mail – train your staff & volunteers.

Record all interactions – on computer database.

Remember them on important occasions – anniversary of first gift etc. Annual Appeal.


SPECIAL RELATIONSHIPS

Cultivate your rich donors

Research – who are they

Meet face to face

Special events

Celebrities – patrons

Make your organisation interesting, exciting and approachable


THE “ASK”

Where: their office, home, where your work is done. Who asks: a friend who has given, the Chair of your appeal committee, a passionate advocate of your work. How much: from research, income and wealth – state an amount. State the benefits to those you help.


THE FUTURE

Cultivate again !

Ask again !

A planned annual process.

The 3 year cycle.

International Fundraising Consultancy LimiInternational Fundraising Consultancy Limitedted

An “Action An “Action Culture.”Culture.”

International Fundraising ConsultInternational Fundraising Consultancy Limitedancy Limited

Forget>“Learn”Forget>“Learn”

“The problem is never how “The problem is never how to get new, innovative to get new, innovative

thoughts into your mind, thoughts into your mind,

but how to get the old but how to get the old ones outones out.”.”

Dee HockDee Hock


““Be a …Be a … Dispenser of Dispenser of EnthusiasmEnthusiasm!”!”


Think about It!?Think about It!?

Innovation Innovation = = Reaction to the Reaction to the

PrototypePrototype

Michael SchrageMichael Schrage


Joe J. Jones Joe J. Jones 1980 – 2005 1980 – 2005

HE WOULDA DONE SOME HE WOULDA DONE SOME

REALLY COOL STUFF REALLY COOL STUFF

BUT …BUT …

HIS BOSS WOULDN’T LET HIS BOSS WOULDN’T LET

HIM!HIM!

International Fundraising ConsultInternational Fundraising Consultancy Limitedancy Limited

GoalGoal: : Drive out fear. Drive out fear. (Deming et al.)(Deming et al.)

SolutionSolution: : PassionPassion (alone?)(alone?) drives out fear.drives out fear. Source: Equinox Manifesto (12.01)Source: Equinox Manifesto (12.01)


““A key—perhaps A key—perhaps thethe key—key—

to fundraising isto fundraising is thethe effective effective

communicationcommunication of a story.” of a story.”

Adapting Howard GardnerAdapting Howard Gardner Leading Minds: An Anatomy of Leading Minds: An Anatomy of

LeadershipLeadership


““Early in my career in the law I Early in my career in the law I

learned that …learned that … he he who has who has the best the best

story wins.”story wins.”JQ Adams/A Hopkins to T Joadson/M JQ Adams/A Hopkins to T Joadson/M

FreemanFreeman


Keep In Mind:

Supporter Satisfaction

versus Supporter

Enthusiasm


CUSTOMERSCUSTOMERS:: “Future- “Future-defining donors may defining donors may

account for only 2% to 3% account for only 2% to 3% of your total, of your total, but they but they represent a crucial represent a crucial

window on the future.”window on the future.”Adrian Slywotzky, Mercer ConsultantsAdrian Slywotzky, Mercer Consultants

Documents

International Fundraising Consultancy Limited LASTING RELATIONSHIPS WITH DONORS Dr John Baguley