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Steier Tips

Strategies for Success: Continuous Cultivation

As the heat of the summer sun shines in our eyes, we are reminded that vacation season is in full sight. For nonprofits, however, cultivation of prospective donors never takes a vacation.

Cultivation has different seasons for each individual donor. At least once per year, a nonprofit should analyze its database of donors and friends and earmark each with an appropriate level of interest, dedication and ability to financially support your mission. The following gives you an example of each category:

Patron
This group is filled with long-time vested donors who have been cultivated and know your organization, its mission and goals. This donor has shown modest willingness and ability to give in the past and now has the ability to make a significant gift.

Advocate
An advocate is a donor who has floated on and off of your organization’s radar screen. They support your nonprofit in both dollars and time but not on a regular basis. Their knowledge of your organization might be wide but not deep. This donor needs to be challenged to step-up and contribute in a more meaningful and consistent manner.

New Friends
For new friends and acquaintances, education and cultivation go hand-in-hand. At this stage of development, these "young" donors need to be cultivated by "friendraising" as much as fundraising. These relationships take more time and patience but are worth cultivating to someday move up your support plateau.

By using a category method, your staff and board members know exactly where a donor is in the different stages of cultivation. If you conduct an internal review of your donors, it allows your nonprofit to be fluid in its relationships with friends and donors and move people into appropriate cultivation categories. It also gives you the flexibility to customize events and functions, as well as annual and planned gifts, for each specific donor type. That in turn, maximizes your time and energy and maximizes the talents and treasure of your donors.

So, while many donors are on vacation in the summer months, make time to strategize and categorize your key supporters and friends. In turn, your vacation will be more restful knowing that upon your return, your development strategy did not take a holiday.

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