Do you dream of people giving to your nonprofit without you even having to ask? Do you wish you didn’t have to “waste” money on fundraising? Dream on. When it comes to fundraising, those in the know understand that money doesn’t just show up. You have to ask. And before you ask, you have to cultivate. Not in all cases, but we estimate it’s true in 97.5% of cases. So, let’s get to work.
First, people are not ATMs. Each person has different reasons for why, when, and how much they give. Your organization may need funding, but that doesn’t mean people will give. Understanding this can help lower your expectations, foster mutuality, and help drive your understanding of fundraising as a nonprofit business practice. Cultivation is part of the fundraising process, and it requires patience. Sometimes, years of patience are required, especially if you are seeking to secure a major gift. The term “fundraising” refers to asking for money or resources. But asking for money is only one part of the fundraising process. Here’s the larger cycle: donor identification, cultivation, engagement, solicitation, stewardship, cultivation, solicitation…
Cultivation is about building a relationship and trust. It is the process of welcoming people into the life of your organization or institution. It takes place through social media, emails, letters, annual reports, phone calls, invitations, in-person interactions, and more. It’s personalized and consistent communication with the goal of encouraging financial support. Cultivation is also about expressing interest in those who you would like to become donors. The phrase “donor-centric” is used to describe a certain type of fundraising. That type is typically known as successful fundraising. That’s because fundraising is about cultivating support and building relationships. We can’t say it enough. And it takes time. And consistency. (Did we mention that?)
Here are suggestions you can use as you develop your cultivation process. Review your data. Create a list of those who have given to your nonprofit, attended events, expressed interest, or been exposed to your nonprofit. Make sure your current and former board members are on the list! Work with your fundraising team to rate and evaluate these prospective donors. Review their level of engagement and giving history, and then consider the gift level they might want to give at. Determine how to begin your cultivation process (see above). Sometimes it’s as simple as adding people to a mailing list. Other times, you should pick up the phone and check in, especially with a former board member or important donor. In all cases, you want to have a full understanding of how you want to engage with each prospective donor and who is the right person to do the reaching out. Create timeframes for your activities and follow up. Be sure you have information and materials to share. As always, put together alternative plans in case your first efforts aren’t successful. Grow your prospect list and review regularly. Bottom line: part of being a nonprofit is developing the capacity to cultivate gifts. God protect America and the world we live in.
© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
