12 May Building a Culture of Generosity – Part 2
Building a culture of generosity is crucial for nonprofit organizations as it establishes a strong connection with donors, volunteers, service recipients, and employees. By creating a culture that values generous giving, nonprofits can attract and retain supporters, raise more resources, and ultimately advance their mission and impact in the community they serve. Here are five strategies and target markets to help you put that culture into action.
- Communicate: Nonprofit organizations have various channels of communication to connect with their supporters and attract new donors. While impersonal means such as mailed appeals and newsletters can be effective in attracting new donors, building a relationship with regular and major donors through personal connection visits is equally important. By doing so, nonprofits can retain their donors and reduce donor turnover rates. For smaller organizations, building a broad communication strategy and targeting major donor prospects with personal approaches can be an effective way to engage donors and retain their support.
- Cultivate: It’s important to have a balanced communication calendar that includes regular newsletters, social media posts, annual report summaries, fundraising appeals, and other events. However, don’t overlook the importance of face-to-face interactions with donors, especially those who have consistently given for several years. Personalized phone or email connections with mid-level donor prospects and personal visits for coffee or a kitchen table visit with major donor prospects can go a long way in building a lasting relationship with donors.
- Ask: Identifying the right prospects is key. Board members, volunteers, service recipients and their families, and current and former employees are all potential donors who can help advance your organization’s mission. Board members should be men and women of character who believe in your organization’s mission and lead by example. Volunteers have firsthand experience working with your organization and are more likely to donate. Service recipients and their families are grateful for the impact your organization has had on their lives and may be willing to give back. Current and former employees have a deep understanding of your organization’s mission and can help spread the word about your work.
- Thank: Showing gratitude to donors is essential. Thanking donors for their support, no matter how small, is important in building a lasting relationship. Personal touches like happy birthday calls to donors or personalized thank-you notes can make a big difference in retaining their support.
- Repeat: Finally, it’s important to repeat these steps consistently to build a strong culture of generosity within your organization. Regular communication with donors, cultivating lasting relationships, targeting the right prospects, showing gratitude, and repeating these steps consistently will help ensure your organization’s long-term success.
About the Author: Jody Fausnight, CFRE – has worked in the fund development field for more than 25 years serving as a director of advancement, a community/public relations director with four non-profit organizations, and as a consultant. Jody has expertise in Christian school recruiting, public relations, fund development, and major gift cultivation strategies. He has successfully raised many millions on behalf of numerous organizations and has grown ministry development programs from the ground up on more than one occasion.