SEASONS

 

I received this lovely donor gift at a recent charter school event. A 4thgrade student, Marcus, had selected the word “Seasons” and then used his creativity to paint his representation of what the word meant to him.

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It really spoke to me personally that day, but it also reminds me of the donors who support our work. What season are they in with our organization and what should we be doing in our cultivation and stewardship efforts to help them “thrive” in their season?

Donors who have made their first gifts are like seeds that have just been planted. Their roots are seeking information and stories of impact… like finding good soil and water; a comfort level knowing their gift, whatever its size, made a difference.

As the professionals who work in organizations, are we providing them with adequate information in the right amounts and at the right times? The balance is critical. While they need education, we also can’t overwhelm them or have expectations of support and engagement that are beyond their current capacity.

And yet, if we assume a thank you note and a newsletter once a year will be enough to deepen their passion for our work, we should not be surprised to lose their renewal gift or surely not see it grow beyond its initial levels.

Donors who have had opportunities to experience our programs and benefits, who know the impact and believe in the leadership, are prime for bursts of growth. Do we regularly analyze our donor lists, their relationships with us and seek ways to grow their support? Do we spend time discussing community challenges and considering ways our organization can help with them by providing opportunities for them to blossom with additional resources and connections to address those challenges?

Or, are we looking at our lists and seeing easy renewals and checkmarks? Are we forgoing the regular communication pieces that water and fertilize the relationship, and expecting exactly what we got last year? Are we spending all our energy on trying to find new donors rather than nurturing and offering opportunities for our existing ones to grow?

As we enter the fall season and begin to plan for a new budget year and new projects in the organizations we serve, let’s make time to really assess and listen to our donors. Use the planning season to seek their input, provide additional nurturing opportunities and give these donors a chance to bloom in new and exciting ventures that give meaning and satisfaction to their life season.

Posted by Jan Brogdon
Jan Brogdon

Written by Jan Brogdon

Jan Brogdon, CFRE, is an experienced member of the DBD Team focused on working with a diverse group of nonprofit leaders who are looking to connect their work in communities with donors who are seeking to make a difference. With more than 30 years of professional experience, Jan has a strong track record in supporting annual giving strategies including the use of direct response, peer-to-peer fundraising, radical stewardship, and year-round major gift programs in support of signature programs.

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