As we step into 2023, the importance of building strong connections with supporters has never been more important. More than ever, donors are seeking personal engagement, transparency, and a sense of purpose in their charitable endeavors. That’s why donor cultivation is so essential 🚀
As we’ll discuss in this blog, the art of donor cultivation emerges as a powerful means to attract, retain, and engage donors for the long haul. But, in order to really nail this technique, we’ll help answer a few questions and offers some of the best tips and tricks, including:
- What is donor cultivation?
- How long does it take to cultivate a donor?
- What is the difference between donor cultivation and stewardship?
- What is the difference between donor cultivation and solicitation?
- What is the donor cultivation cycle?
- How to nail donor cultivation
What is donor cultivation?
Donor cultivation is the process of building and nurturing relationships with potential donors in a strategic, personalized way. The process aims to engage donors, foster a deeper understanding and connection to the nonprofit’s mission, and ultimately inspire long-term support.
Typically, donor cultivation includes:
- Personalized messages
- Regular communication
- Gratitude
- Opportunities for involvement and engagement
- Transparency and honesty
Donor cultivation is an ongoing and iterative process — creating meaningful and lasting relationships requires genuine and authentic engagement with donors over a long period of time.
How long does it take to cultivate a donor?
There is no universal timeframe for donor cultivation, as every nonprofit organization and potential donor is different. In general, the time it takes to cultivate a donor often depends on the following:
- How much a potential donor already knows about your organization
- What kind of donor cultivation strategies you’re using
- The type of donor you’re targeting
- Your donor’s capacity (money, time, etc.)
- The complexity of the “ask”
- Timing (season, for example)
Donors who are already somewhat familiar with your organization have time and money to give can be quick to cultivate. However, if your organization is targeting donors that have no familiarity with your mission, or don’t have the bandwidth to engage, for example, the process might take a bit longer.
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What is the difference between donor cultivation and stewardship?
Donor cultivation and stewardship are both essential components of effective donor engagement strategies, but they are different. In order to understand this a bit better, let’s break down some of the elements of each:
Donor Cultivation
✅ Purpose: Donor cultivation focuses on building and nurturing relationships with potential donors and aims to move them through the various stages of cultivation, from initial awareness to becoming committed donors.
⏰ Timing: Donor cultivation typically happens during the early stages of the donor journey when the nonprofit is trying to establish a connection with the potential donor.
🤓 Strategy: Donor cultivation focuses on engaging the donor on a more personal level and creating a sense of connection and alignment between the donor and the nonprofit’s mission.
🎯 Goal: Donor cultivation, unlike donor stewardship, is more about inspiring a stakeholder to take the first step in contributing to the organization either by volunteering, donating, or attending an event.
Donor Stewardship
✅ Purpose: Donor stewardship focuses on maintaining and deepening relationships with current donors, unlike donor cultivation, which is focused on first-time donors.
⏰ Timing: Donor stewardship occurs after a donor has made a contribution and continues throughout the donor’s relationship with the nonprofit.
🤓 Strategy: The focus of donor stewardship is to show appreciation and demonstrate the impact of previous donors’ contributions.
🎯 Goal: The desired outcome of donor stewardship is to build donor loyalty and encourage donors to continue supporting the nonprofit’s mission (through volunteers, donations, or even acting as an ambassador).
In summary, donor cultivation is about building relationships with new donors to inspire them to get involved, while donor stewardship is about maintaining and strengthening relationships with existing donors.
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What is the difference between donor cultivation and solicitation?
Donor cultivation and solicitation are another set of nonpoint strategies that are often confused with one another. But, just like donor cultivation and stewardship, the two concepts are very different. To better understand this, let’s look at the details of solicitation.
Donor solicitation
✅ Purpose: Solicitation is the specific ask for tangible support from the potential supporter (volunteer, attendance at an event, donation, etc).
🤓 Strategy: The solicitation process involves presenting a clear and compelling case for support.
⏰ Timing: Solicitation occurs after the donor has been cultivated and is considered ready for an ask (either a one-time donation, regular giving, volunteering, etc.)
🎯 Goal: Receive donations, garner new volunteers, etc.
Like stewardship, solicitation is a part of the donor cultivation process and an important piece of the donor cultivation cycle. But donor cultivation comes before both — and is just as important (if not more!).
What is the donor cultivation cycle?
The donor cultivation cycle is essential for any organization’s fundraising efforts. Like any successful fundraising strategy, a successful donor cultivation program requires understanding your donors’ needs and utilizing effective communication strategies to ensure their support.
At its core, the donor cultivation cycle is a series of steps designed to turn a prospect into a loyal and committed donor. It requires thoughtful planning and execution, as well as an understanding of donor motivations and preferences.
In order to ensure the success of your fundraising efforts in 2023, here are some best practices for effective donor cultivation:
Step 1: Understand your target audience 👥
Before you can jump into cany cultivation, it’s crucial first to identify your target donors. While nonprofits can cast a wide net, it’s always a better idea to laser focus on specific demographics that will most likely yield the best results.
Some examples of target audiences for donor cultivation might include:
- C-suite executives with a prior history of giving to charity and have the potential to give larger gifts
- Local individuals in your area
- Students looking for volunteer activities for their resume
- Those with the capacity to be major donors, like high-net-worth individuals
- Community foundations or organizations
In order to identify your target audience, it’s important to conduct research. Some organizations use donor personas, for example, to create the ideal target audience. This can be done through:
- Data collection from public records, social media, etc.
- Individual outreach and interviews
- Wealth screenings
- Competitive research
Step 2: Donor cultivation 🤝
Once potential donors are identified, the cultivation process begins with personalized and strategic engagement. Typically the longest part of the process, nonprofits initiate meaningful interactions through various channels, such as:
- Email, phone calls, and emails
- Events
- Volunteer opportunities
- One-on-one meetings
- Evidence of impact: Annual reports, donor impact reports, etc.
The goal is to build rapport, demonstrate the organization’s impact, and develop a sense of connection with the donor. As more evidence suggests, donors in 2023 are incredibly interested in transparency, so during the cultivation part of the process, organizations must ensure that they’re providing robust evidence of impact with comprehensive reporting.
✴️ Use templates, drag-and-drop editing, and more to build a digital report in minutes →
Step 3- Donor solicitation 💰
Here’s where the “ask” comes in. After weeks or months of engaging with donors through cultivation, nonprofits start approaching their potential donor pool with specific requests. Some of these requests might be:
- Asking a donor to attend an event
- Asking a supporter to take on a volunteer job
- Requesting a monetary donation
- Requesting an in-kind donation
Step 4- Donor stewardship 🙌
Once a supporter has started engaging with the nonprofit — whether they’re donating their time, energy, or even money — it’s time to steward them. Similar to the cultivation phase, the steward phase is all about maintaining a nonprofit’s relationship with a supporter through personalized communication and engagement.
One of the best donor cultivation ideas when it comes to stewardship is acknowledging donor efforts and voicing appreciation for their contributions (whether monetary or not). One of the best ways to do this is through donor impact reports or personalized reporting. With personalized reports, donors feel appreciated and educated on the nonprofit’s progress and how their contributions make a difference.
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Nail donor cultivation with Yearly 🚀
Regardless of your organization’s mission, digital reports are a great way to build relationships with supporters. By using an annual report builder like Yearly, nonprofits can choose from several report templates, use drag-and-drop editing, and imbed images, videos, and more, in order to to really impress donors, and receive more funding than ever before.
⭐ To get started, sign up for a free 14-day trial →
Josh Kligman is the CEO of Yearly, a platform for nonprofits to create their own digital reports. Josh has been working with nonprofits on annual reports, brands, and partnerships since 2011. He is helping nonprofits create more engaging, digital annual and impact reports with Yearly. Throughout his career, Josh has helped launch and run nonprofit brand campaigns and media partnerships nationally and locally, using television, radio, and the web to amplify the reach of campaigns and provide demonstrated value for nonprofit stakeholders. Josh received his B.A. from American University in Communications and his M.B.A. from American University in Marketing Management and Entrepreneurship.