Consider this graphic representing the traditional donor cycle for a nonprofit. First, let's level-set with some shared vocabulary:

• Cultivation: how we build and maintain relationships with donors. Think about how you share progress on programs and impact updates throughout the year.
• Solicitation: how and when we ask donors for their support. This is the traditional ask for donations.
• Stewardship: the ways in which we show gratitude for donors’ support. We encourage you to spend most of your time here—maintain the relationships you have in a meaningful way before moving on to new ones.

But how do we get to new donors in the first place? That’s where acquisition comes in, represented by the arrow on-ramp to the cycle.

One of the first steps to gaining new donors is to think about who is already in your universe of supporters. Think about it: for many of us, being introduced to a friend-of-a-friend is much easier than walking up to a stranger and introducing ourselves. If we already know we have at least one friend in common, it makes the conversation a little easier. 

To start identifying who your new donors might be, read on for some of our ideas about acquisition strategy and an exercise in identifying your hot, medium and cold prospects.