Back in February, I posted a piece “Development As A Profession Vs. Development As An Activity,” in which I noted that the Development process includes the establishment of relationships with potential donors (individuals, foundations, corporations), with the purpose of learning their needs and how the satisfaction of those needs can/will correspond with the satisfaction of the needs of the nonprofit organization – specifically, financial support of the nonprofit.
The Development process involves the education of the prospective donors as to the mission, programs, successes and needs of the nonprofit organization and the people it serves. The term “donor cultivation” refers to the “getting to know you” process – the donor getting to know the NPO and the appropriate people at the NPO getting to know the (prospective) donor.
Cultivation is also preparing the prospective donor for the solicitation. After all, once the “cultivation” process begins, most folks will know that they are going to be “Asked” at some point. Cultivation is not, and should not be, a “secret” process. It is not something you’re doing to the prospect, but is something you’re both doing together.
It is only after the relationship has been formed, the parties have gotten to know each other, and how the needs of both could be satisfied, that the “solicitation” of the donor can proceed. “Fundraising,” asking for the gift, is the next-to-the-last-step in the development process.
The next steps, part of creating/maintaining/enhancing the relationship between the organization and the donor, include how and how often you thank the donor, how you maintain ongoing contact with the donor (personal visits, phone calls, notes … by email and/or snail mail, depending on the generation/age of the donor, newsletters … electronic and/or snail mail), and how you recognize/honor the donor.
It is often said, “The thank-you is the first step in the cultivation in preparation for the next solicitation.”
That is the “stewardship” process. It is what happens after the gift has been made. It is ongoing, and many people may be involved — more on that in a later posting.
But, whether it’s called “cultivation” or “stewardship,” it is all about the “relationship.”
So, bottom line, because it is an ongoing process, there is, in practice, no “last step” in the Development process.
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Hank Lewis with Development Consultant Associates has over thirty years as a fundraising consultant and is a specialist in Board and Leadership Development, Capital Campaign, Bequest Program and Major Gifts.