Cultural Heritage Matters

In preparation for our upcoming annual library appeal, I happened across some interesting research. Relatively small organizations that have an established donor base will likely get the most for their fundraising buck if they leverage their existing donors to find new ones.

Rather than simply asking your donors for money, also ask your donors if they would be willing to make four phone calls to their peers on your organization’s behalf. Research shows that about one in four of those phone calls will result in a donation that’s similar in size to the one your original donor will make.

This tactic can have important ramifications to your major donor base. Major donors, besides their ability to give larger amounts of money, give the amount they do because they feel a powerful attachment to your organization’s cause. Therefore, it’s likely that most of your existing major donors will be willing to do this extra work for you.

This tactic also demonstrates the power of relationships. Your donors already have an “in” with their peers. If some of your existing donors can’t or are unwilling to make those phone calls, ask them if you can make those phone calls and mention their name.

Learn more about this simple strategy here, here, and here.

I’ll write more about this and other fundraising strategies as we enter our appeal season this spring.