The best future donors are people you already know. They’re people close to you–alumni, board members, friends of board members, past clients, current clients.
Far too commonly in fundraising people spend way too much energy trying to find new donors. CEOs and boards will hire fundraisers hoping they’ll bring their rolodex (remember those folks?). Committees will spend endless energy trying to find a connection with someone they read about in the news who has money.
Throughout that process they’re overlooking the millionaire right next to them who is a past client, had a wonderful experience and would love to make a difference for others.
In the end of all that effort, then, sometimes I’ll help a client analyze a campaign and identify where the funds came from. Invariably, the largest gifts, the vast majority of the resources were contributed by people very close to the organization or its’ board.
So, start with people closest to the organization and its’ mission, make sure they’re welcome, they know what’s happening, and that you know them well personally. If you haven’t seen your top 10 donors personally in the past few months, make an appointment now to reconnect.
Keep in close touch with people who already know and love the organization and they will want to help connect you with others.
There’s nothing like a warm, friendly introduction.
The Beauty of a Warm Introduction
