One of the best ways to cultivate a relationship with a donor and strengthen that donor’s loyalty to an organization is to foster the donor’s connection with key staff. Obviously, executive directors and other very senior staff are naturals for this. But there are other approaches.
For one thing, you can introduce donors to staff members with whom they share interests. Another possibility is to invite donors to lunch with senior program staff. The donors get to hear the inside scoop on what the organization is doing, and staff develops an appreciation for the donors. That’s a win/win situation in my book.
After you have said your thank-you for a gift, don’t drop the ball on continuing to show the organization’s appreciation. Wait a while and then have a program staff member write to a donor describing how a specific contribution made by the donor or how the total contributions received in a recent campaign have made it possible to create, improve, increase, etc. a program. Have it come from someone who is putting the gift to its actual intended use, rather than you or even the executive director or board chair. Coming from the “frontlines,” it will be more real.
Contact by staff other than the development office can make donors feel much more a part of an organization. It also associates more faces and names with a donor’s gift. And remember, one of our truisms of donor loyalty is that people give to people. However, make sure the development office acts as a clearinghouse for this, and knows when other staff contact whom and for what reason. Remember, requests for funding need to go through the development office.
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