The Art of Donor Cultivation in Nonprofit Organizations

While acquiring new donors is important, retaining existing donors is even more valuable. To do this, donor cultivation strategies must be used which systematically nurture relationships with past donors to encourage ongoing support.

An article by Wild Apricot notes the differences between donor cultivation and stewardship: the former involves actively engaging potential donors to foster ongoing relationships, while the latter involves maintaining gratitude and regular communication with existing donors. Cultivating donors involves a strategic cycle encompassing identification, qualification, cultivation, solicitation, and stewardship.

• Identifying potential donors begins with targeting individuals likely to support the organization’s mission, utilizing personal networks and targeted advertising. 
• Qualifying donors involves assessing their potential interest and commitment, often through actions like signing up for newsletters or following on social media.
• Cultivation requires ongoing communication and education about the organization’s mission and impact, gradually building a donor’s connection and commitment. 
• Solicitation involves making specific, urgent requests for donations, emphasizing the organization’s needs and the impact of potential donations.
• Stewardship is critical for retaining donors, involving prompt, personalized expressions of gratitude and regular updates on how their donations are utilized.

The article goes on to note the donor cultivation plan should adapt to different types of donors, including individual donors, major donors, legacy donors, foundations, and corporations. Strategies can include personalized communication, donor management software utilization, offering multiple donation options, and celebrating milestones.

Additional ideas for donor cultivation include segmenting lists for targeted communication, personalizing messages, holding events, offering peer-to-peer fundraising resources, promptly thanking donors, publicly honoring major donors, and offering volunteer opportunities.

Donor cultivation is an ongoing process essential for maintaining consistent funding and community support for nonprofit organizations. By systematically nurturing relationships with past donors and implementing personalized strategies, organizations can secure sustainable support for their missions.