August 13, 2015 | Read Time: 1 minute
Your organization just received a modest donation from a high-net-worth donor who you know could give a lot more.
Moving an affluent supporter to the next level of giving is hard work, but it starts simply with growing your relationship. Fundraising experts say it’s essential to take the time to do your homework and gain a better understanding of what motivates a wealthy donor. That way, you can not only personalize your approach, but also strengthen your relationship with that person over time.
Here are three avenues for getting to know a donor better:
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Why did they give? Pick up the phone for a discussion or ask to sit down with the donor so you can have a deeper conversation about why he or she gave that original gift, says Rebecca Girvin-Argon, a development expert with the consulting firm Marts & Lundy.
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Where else do they give? Examine the donor’s previous gifts to other nonprofits to learn about past giving patterns. What other charities has he or she supported? When, and at what level? Ask yourself what this information might tell you about that person as a donor, says Ms. Girvin-Argon.
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Who do they listen to? Learn as much as you can about the people who surround the donor and who might be involved in the donor’s giving decisions. Find out whether the donor has staff members or gatekeepers, says Ms. Girvin-Argon. Try to determine whether the donor tends to seek giving advice from a peer, friend, or business associate, and consider whether there is an appropriate way to get to know these advisers and to approach them for insight into the donor’s philanthropic decisions, suggests Rebecca Bowen, the chief development officer of Panthera, a wildcat-conservation group.
Send an e-mail to Maria Di Mento.
