How well are we looking after existing donors?
Before our profession matured it was normal to have periodic fundraising campaigns, to bank the donations, exhaust the volunteers, ask everyone and anyone and hope for success. There would be a thank you to everyone and then a monthly reconciliation of the bank account to ensure promised donations were reaching the account. Not too many more thank yous followed!
Even today, it surprises me when working with schools, that there is a distinct lack of attention to cultivating or nurturing existing and past donors. Even if the donor list comprises individuals who have made moderate donations, it is highly likely that a percentage will donate again and probably at a higher level, some continuing to donate on a regular basis, possibly leaving a commitment in their Will.
It was at the Harvard Law School where I saw the reality and the importance that successful institutions placed on the value of this cultivation process. The HLS Development Office comprised a building of several stories, with one floor completely devoted to the stewardship of donors.
Likewise, Phillips Exeter Academy, one of the great US independent schools, measures the work of the major gift officers not only on financial results but more importantly on the amount of contact the officer has with the existing and potential major donors. They know from experience that nurturing the relationship produces the results.
It’s a simple and enjoyable aspect of Development work and it will bring results.
It’s a simple and enjoyable aspect of Development work and it will bring results.
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