Getting in the door with donors

You rock on social media. Your nonprofit has lots of likes, tons of shares, and folks are clicking like crazy on your links. But - - Five hundred people said they were coming to your event, They didn't. A thousand said they were interested. Apparently, they weren't.

Your Executive Director keeps looking at you, saying, "Where are the new volunteers?" You are lighting up the internet. Your analytics look great, but you heard the board chair whisper to the ED, "Show me the money."

It's time to get personal.

Look at your data base. Who's given every year for the last three years or more? Who is giving every month? Who gave significant gifts (whatever that means for your organization) in the past, but isn't giving now. You have their contact information. Use it.

Ask the Executive Director and board members to write handwritten notes to the top donors thanking them for on-going support, giving them a personal update, inviting them to visit, come for a tour, or come to a small coffee given to thank "the folks who make our work possible."

Have a series of small events. So each person can have personal time with the ED, a board member or two, the Director of Development, and a few worker bees from your organization. (This has you covered, too - in case you missed a donor - and you hear they are hurt. You can have one more gathering - letting them know they were always "on the list!")

So, what about new donors. We all want our donor list to grow. Start looking close to home. Ask your board, your staff, your favorite volunteers if they personally know people who value your mission, share your values, has some giving capacity, and might enjoy knowing more about what your organization is doing. Ask your board member, staff or volunteer if they would be willing to make contact with the prospective donor to set up a meeting - something simple - a cup of coffee, a beer after work - breakfast, lunch, dinner - eating is good!

Before the meeting, ask your connector (that board or staff member) to give you some connecting points. That way you can say, "Jenny mentioned that your mom had this disease." "I understand you used to teach at a school, like ours." I hear you have been active in environmental issues for years." "I hear you have a new dog. Do you have pictures?"

This about them. Yes. You share your mission and a story, maybe two, that shows the difference your organization is making in real lives, but think of this as a first date. What do we have in common?. Does this relationship have a future?

Ask your connector, also, for a couple of just interesting things about the person. "I hear you like cats - or ice cream - or baseball." Even if this relationship isn't going anywhere, you want the person to leave with a good feeling. They were heard. They were valued.

If it seems like there might be a future for this relationship, is there a small way to get them more involved? Asking for advice is powerful. "We will be looking for a caterer for our upcoming event. Do you know anyone good?" "We are changing our logo. Would you mind taking a look at the three finalists?"

At the end of the meeting, ask if you may contact them again. Exchange business cards - ahhh, contact information. Ask them for feedback and ask if there is any way they would like to be involved. (Don't ask for money. That comes later.) Ask if they know anyone else who might be interested in your organization.

Back at the office, kick off your shoes, loosen your belt, and send an email thanking the prospect for the meeting. Offer to add them to your newsletter list. Ask one more question - in hopes of keeping the conversation alive.

Send an email to the person who connected you thanking them for the lead. Record pertinent information, so at the next meeting, you remember that they were going to China, had a child graduating, hated carrots, and thought you should tweet more often. Send a handwritten note that references any ideas or advice given by the prospect. And invite them to visit your site or come to a small gathering of current donors.

Now, the relationship has begun - or you know there is not enough interest to invest a lot of hours. Its time to think about deepening the relationship. (Watch for future blogs!)