Courting and Cold beverages

There is a scene in “Legally Blond” where Reese Witherspoon’s character coaches her manicurist on how to court a handsome delivery man. “- - offer him a cold beverage.” Make a connection and the courting can begin.

Cultivating donors is all about connections, and connections can start with something as simple as a cold beverage.

You’re in the process of growing your donor base. You’re working hard to retain the donors you have. You’re a nonprofit. That donor base is your life’s blood. It makes the important work you do possible, and that takes a team, but - -

“I don’t want to ask my friends for money.” You’ve probably heard a board member say just that. Well, tell your board members: “Relax. The Executive Director and the Director of Development will do the asking. We just need you to – offer them a cold beverage – or better yet - -

Throw a party.

12 steps to a successful cultivation event:

1. Think of something fun.

Your event can be small – 6-8 people coming for coffee or dinner or to taste three local, craft beers and pick their personal favorite. It can be larger – 20 – 30 friends, who come for cocktails, or a pig pickin’ or to stroll through your garden, when everything is in bloom.

2. Issue a personal invitation

Pick up the phone. Ask face-to-face. Send a personal email at the very least. No evites or eblasts for this one.

Be clear. This will be fun AND you are on the board or you care deeply about this organization, and you want them to come and meet some folks you really admire, and you want your friend to hear about the important work the organization is doing. (If you are just introducing these folks to your organization, do NOT ask for money at this event. Too soon!) Never ask for money unless all the guests know that is the purpose of the event. Having a guest feel misled is no way to make a connection.

3. Invite people you think will be interested in your cause

Invite people you think share your values. Be sure to include people who have the capacity to give and people with philanthropic hearts. That means people who can write big checks when the time comes and people who will become recurring donors – even if each individual gift is smaller.

Now you have your guest list - -

4. Match each guest with a personal host

Have a board or administration member present for every five guests. This is your party team. Give each team member the names of the five people they are matched with. Match based on the peer – to – peer concept: matched by age, gender, social position, interests. The team member will just make every effort to meet and chat with the folks on their list. After the event, each team member will email the Director of Development with notes about the guests they visited with: “John is interested in our cause because his sister was touched by it. He is a big Steelers fan and is planning a trip to Paris this spring.” The goal is connecting. If your ED can ask John if he did go to Paris when they meet in the summer, John will feel like he is seen as a person, not just a bank account.

5. Make sure everyone feels welcome

At the beginning of the event, scatter your team members around the venue: near the entrance, near the food, near the drinks, near a station where people can pick up marketing material, and scattered around the room.When not chatting with assigned guests, encourage the team to scan the room, watching for anyone who is alone or looks uncomfortable. Time to chat.

6. Smile!

The team sets the tone. Radiate warm goodwill. This is a NO GRUMBLING zone. If something goes wrong, spin!

7. Time to tell your story

Everyone is here. Folks are mingling, chatting, smiling, eating, and having a drink. Now bring everyone together for a brief – wait – make that BRIEF presentation about the good your donors make possible. If possible have three very brief testimonials: a recipient, a staff member, a donor – with an intro and summary by the ED – totaling 15 minutes. That is a total of four voices, four points of view in 15 minutes. Know exactly what each person is going to say and stick to it. This is your real 'Power' point.

8. Set the example

During the presentation, the team has a critical job: listen! Be obviously attentive. If others are having a hard time focusing, smile and say,”Oooh, this is good. Listen to this!” Now, nod, lean in, mummer positive comments: “Yes!” “Right!” Would an ‘amen!’ be too much?

9. Listen to your guests

After the presentation, scatter out. Invite folks to have another dessert, a cup of coffee, a glass of wine. Listen for response. Who was moved? Who was bored? Who’s excited? Who’s looking for the door? Who’s looking for a place to make a donation? No matter what you hear, stay positive. Remember. We’re here to make friends.

10. Collect contact information

Have a place where guests can pick up your brochures and business cards and where they can leave their contact information - to receive the newsletter or learn about volunteer opportunities – or just to stay in touch.

One way to collect contact info is to have a door prize and have a bowl where guests can drop their own business cards or info slips you’ve made available. Then draw one card for the prize and record the rest of the contact information gathered to contact the guests after the event.

11.Staff follow up

After the event, have a staff member make follow-up calls (and emails if you can’t get a guest to answer the phone.) In the call, thank each guest for coming. Then ask: What did you think? How could we make it better? Is there a way you’d like to be involved? Do you know anyone else, who might enjoy learning about what we do?

12. Board follow up

Have the board members who attended write hand-written notes to the guests thanking them for coming. Invite the guest to call or email if they have questions.

Okay. You have tools for making connections. Time to start courting those donors and potential donors. But first. Stop. Have a cold beverage.