4 Strategies To Cultivate Aging Donors

4 Strategies To Cultivate Aging Donors

Aside from inviting young supporters to join your fundraising organisation, aging donors must also be cultivated because good donor experience can come a long way. The most common mistake fundraisers make is building a relationship with a prospect because of thinking that existing donors will never leave as they have already made a commitment to support your organisation. However, focusing on new donors and ignoring old ones will only do more harm than good. Fundraisers must understand that the word of mouth is powerful and it can spread like wildfire. If donors are well cultivated, they will say nothing but good things about your organisation. 

Four Cultivation Strategies That Build Stronger Relationship With Donors

1. Have a plan in place

If you have decided to improve your relationship with your aging donors, you need to have a plan in place or you will not be able to move forward. A general cultivation plan will help you determine the adjustment you need to make in case previous cultivation strategies did not work. In your plan, you need to determine your relationship with your donor and the interactions you make. Your organisation should have the ability to adjust to each donor's personality. Since they are not created equal, you need to personalise every interaction you make. 

2. Ask what donors need

After a successful fundraising event, you might have suddenly fallen out of touch with your major donors. The next major event is a couple of months away. If you fail to communicate with your donors and only connect with them when you need help for a fundraising campaign will put your organisation in a bad light. Why would you wait for the next event when you can constantly communicate with existing donors? You might have thought that your donors are on hiatus, but they are only waiting for you to connect with them. If donors feel they are no longer needed, they will just leave.

3. Hold a regular meeting and get-togethers

Continue to develop your relationship with donors by holding get-togethers and meeting. Donors who are constantly recognised for their generosity and efforts will never grow tired of supporting you. They will even make it a point to share the good news with friends and family. If you have recently made some improvements to your office, give them a tour so they will know that they are part of your organisation's success. 

4. Keep records of your progress

Donors become tired of supporting your organisation when they feel that their money is going nowhere. Once you receive donations, you need to keep records so they will know how the organisation is doing. When you remove negative impressions from donors that you only get in touch with them because of their donation, you will not only earn their trust but also their commitment to supporting your organisation whatever it takes. 

Melissa Anderson

Written by : Melissa Anderson

Melissa first started fundraising when her daughters' pre-school needed some sun shades. Since then, she's gone on to become somewhat of  fundraising ideas expert, as well as a super-Mum. Melissa loves sharing ideas about how to raise funds, and welcomes your questions on this blog.

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