![]() That distance means that your work with donors and supporters has to tackle some apparently irreconcilable demands. The whole asking–giving relationship is often formed and developed at a distance. You may rarely meet your donors or supporters in person. Moreover, it is very largely your response to that initial step, the use you make of the information about your donors and the sorts of communication you then develop with them, which determine the ways and the extent to which they continue to give you their support. What is essential from your point of view as a fundraiser is to recognise that it is your action in ‘making the ask’ which triggers, creates and shapes the donor relationship. The ‘ask’ can take a whole variety of forms – a phone call reminding you to renew a subscription, a letter seeking a one-off donation, a text message, an email, or simply a collecting tin sitting on a shop counter. And this variety is matched by the various ways in which a donor's generosity can be called upon. Altruism, enlightened self-interest, nostalgia, righteous indignation, or even fear may come into it. There is no such thing as a common donor motivation that organisations can simply tap into. This OpenLearn course provides a sample of postgraduate study in Business We finish with a brief overview of legacy fundraising – the culmination for many donors of a lifetime's generosity. You will also look more closely at how to tackle the business of securing major individual contributions. You will look at what is involved in asking for donations on an individual face-to-face basis and also look at the process of asking numbers of people for support, and at how to extend the involvement of your donors and supporters once you have established contact. ![]() So our aim in this course is to provide you with an overview: of approaches you can adopt and issues you are likely to face in providing the right sorts of opportunities for people to become donors and contributors to your organisation. It is your request and your approach that lay the foundations for each individual donor relationship it is your subsequent actions that will sustain – or otherwise – the nature and amount of any further donations and support from that donor. You have to turn people into donors by providing them with suitable opportunities to contribute. The starting point for this session is the very simple proposition that the vast majority of people become donors only when they are asked. Building relationships with donors Introduction
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