Budgets: Between the appeals

April 15, 2014

As a fundraiser, your job is not just to ask for the money, it’s also to keep the money once you have it, and to turn it into even more.

This is about donor relationships. In this day and age, when donor retention is floundering… competition for dollars is intense… and new technologies are forever altering the way we ask for money, it’s essential to budget adequate funds to cultivate, keep, and upgrade more of your donors.

This should include promptly mailed thank you letters to all donors; a mid-year “connection” mailing (or more); adequate online and email tools to allow both broad and targeted communications; and possibly a phone campaign or two to simply thank people.

The possibilities are infinite. The investment is real.

Don’t leave vital cultivation dollars out of your budget.