I have always underappreciated spring. In past years, I’ve found it to be wet, muddy, and the inevitable spring snowstorm puts me on edge.
As a fundraiser, springtime can make me feel like I’m stuck in a rut. The excitement of year-end is over, the stewardship of late winter has subsided, and it’s a long time until the start of event season in the fall.
In the past few years, however, I’ve really warmed up to the idea of spring as an opportunity to cultivate. There’s something so freeing about being able to take time on your organization’s communications without the strict deadlines of year-end appeals staring you down.
As we know, it takes a lot of communication with your audience before you’re able to make an effective ask—some thought leaders even recommend 7 “touch points” before even thinking about making an ask!
This process of consistent donor communications is the part of the donor cycle called cultivation. Fundraising is about more than just “the ask”—it’s about getting to know your audience and bringing them closer to your work.
I’ll give you some free “Coach Clara” tips on excuses to communicate more—reasons to send that extra email this spring, or call some of your donors:
- A new staff member joined the team
- Communicating gratitude for your supporters
- Highlight a partner organization
- Celebrate your board members who are rolling off
- May Day, a celebration of spring and community
- Profile a volunteer who has been with your organization for a long time
- Compile a list of anonymous quotes that you’ve heard from people who work with or benefit from your organization
- Give a “sneak peek” into some insider knowledge of what your work looks like—something your audience may be unfamiliar with
If it’s been a while since your supporters have last heard from you, try to find an excuse to do so this spring! Even if it seems small and inconsequential, cultivating your audience brings them into closer relationship with you—and will make them more likely to support your work when you make your next ask.
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Clara Lind is GiveMN's director of coaching. Want to receive individualized fundraising coaching for your organization or to further your professional development? Learn about our RaiseMN offerings and schedule your coaching session! Learn more.