As well as being a professional fundraiser, I am also a donor in real life. And I can’t recommend it more highly to any other fundraising professional if you really want to perfect your own stewardship and cultivation talents.
When I make a gift that is meaningful to me – both in size and in what cause it’s directed to – it lets me feel what thrill and satisfaction a donor or funder may feel. At least I hope that’s the feeling I afford them to feel when they give to my client’s cause!
Feeling cultivated is a little like letting yourself be manipulated. As a donor or potential donor being cultivated, you give yourself permission to be swept up in the difference a gift like yours can make. Sure, there’s lots of factors in play, like other commitments of your time or money, or other priorities. But when you can prioritize a cause and give to it ‘til it hurts, that’s a huge feeling.
Donors make the best fundraisers. Standing in the shoes of a donor by making a meaningful gift of your own is the best way to internalize the job of donor cultivation or stewardship. Because if you as a fundraiser can be in solidarity with the cause and simpatico with the feeling of giving, that passion comes across and you can communicate that in more than just words. Your whole expression will change, your focus will be sharper, your body language will give away that you love your cause. And success will feel different too. You will feel like you’re making as much of a difference as your donor does.
The different ways I’ve been thanked for a gift have been pretty telling, too. I’ve gotten everything from a typed form letter 30 days later, to a phone call and squeals of delight at 9:01am the very next morning. Guess who’s getting a repeat gift, and who will consider me a LYBNT? Stewardship and thanking people should be the most joyous part of the job. And an organization that doesn’t allow for joy is not one I am interested in continuing to support. Maybe it works in some circles, but not with me.
But being a donor has taught me this. Being a donor has taken the rote “form letter” approach to fundraising and shaken it up. It has changed the language of my grant proposals, changed how I coach my clients in making prospecting calls.
And it has definitely changed my philosophy on how and when to THANK my donors and funders.
How? From the bottom of my heart.
When? Every chance I get!
For more on this and other grant topics, visit Carolyn’s website.
