Nurturing donors is one of the fundamental provisions that would ensure that an organization improves fundraising. According to Weinstein, DeWitt, and Daubert (2012), it would not be appropriate for professionals to manipulate donors. Instead, they nurture strong relationships with their major donors, which is essential for ensuring that they continue supporting the organization (Joyaux & Ahern, 2013). One of the ways through which donors can be nurtured is through peer relationships. A donor might consider donating to an organization based on his or her close relationship with a primary supporter or the organization’s board member. On the other hand, the member of the organization could introduce the donor (Weinstein, DeWitt & Daubert, 2012). Nurturing the relationship after the introduction is vital. The other way through which the relationship between the donor and the organization could be nurtured is through communicating with them based on their schedule (Kelly, 2012). The communication schedule applied should empower the donors, and any messages sent to them should be done at their convenience. This can be done by using the online community, where the donors can visit at their convenience when they want to learn about the organization's initiatives or when making a donation. In this case, the organization can fill up its website with important announcements, updates of a different project, testimonials from successful initiatives, and stories related to where assistance is required (Rosso & Tempel, 2003). This nurturing technique enables the organization’s top donors to access the web content on their schedule since they might miss an email that might have been sent. The relationship could be nurtured further when the organization provides the donors with non-monetary activities. For instance, the organization can host volunteering opportunities, which would make it easier for the organizational members to give without having to spend money.
References
Joyaux, S. P., & Ahern, T. (2013). Keep your donors: The guide to better communications & stronger relationships. Hoboken, N.J: Wiley. Kelly, K. S. (2012). Effective Fund-Raising Management. Routledge. Rosso, H. A., & Tempel, E. R. (2003). Hank Rosso's achieving excellence in fundraising. San Francisco: Jossey-Bass. Weinstein, S., DeWitt, B. M., & Daubert, E. J. (2012). Fundraising essentials e-book set: Strategies and tools to raise money. Hoboken, N.J.: John Wiley & Sons.
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