Module 1
In this introductory module, we’ll define the concept of donor cultivation and put it into the larger context of your overall annual giving program.

We’ll share the vision of how a well-crafted, segmented donor communication and engagement plan can transform your nonprofit and how this course is structured in order to help you make that happen for your nonprofit.

m1c1: welcome  In this brief introduction we’ll walk you through:

• The fundamentals of donor cultivation as a concept

• Introducing you to the basic structure of the course and modules

m1c2 Overview of the Donor Cultivation System

In this second piece of the donor cultivation formula introduction, we’ll review:

• Details of the course structure.

• How donor cultivation as a concept fits into a larger strategy for annual fundraising.

• The vision for how this system will impact your nonprofit’s fundraising.

• Tips for effectively implementing and approaching The Donor Cultivation System.
  

Module 2
This module, a two-step process, is all about

1. Where to find potential donors for your new nonprofit and

2. Specific ways to recruit those prospects, inspiring them to make their first gift and join you as an official supporter.

You’ll identify your best channels for finding people with an interest or affinity for your mission and how to best engage them. Then, once you have a solid list of potential recruits, we walk you through our Donor Recruitment Pathway, designed to move your potential donors from “on the fence” to new donor.  We’ll give you tools to help you customize it for your own organization.

In the 3rd class, we’ll turn that plan into actual communications pieces specifically designed to convert your potential donors into new donors.

m2c1: Welcome to Module 2!  While our goal for this module is to create and implement a highly effective, plan to convert potential donors to donors, our goal for this first class is to make sure we have an ongoing, incoming stream of interested potential donors with whom to work.  We’ll determine the most effective pathways to bring in new potential donors throughout the year.

Through the 2 class video presentations listed below we’ll discuss.

• Identifying your current sources for incoming potential donors.

• Determine possible future sources for potential donors.

• Producing an effective, recurring donor recruitment event.

• Online donor acquisition through your website and email (Video 2)

• Finding potential donors through Facebook advertising (Video 2)

m2c2: Planning a Donor Recruitment Strategy

In this workshop, we’ll begin putting together an ongoing, streamlined process to turn your potential donors into new donors.  Specifically, we’ll share…

• Our Master Donor Recruitment Schedule that you can customize and use as your own template.

• The most effective methods for converting potential donors to actual donors.

• How you can use your best, already-created content to create your communications pieces for prospective donors.

• Our model 10-piece autoresponder for new email subscribers.

m2 Class 3: Crafting an Effective Donor Recruitment Package

Now that you have a solid list of potential new donors and a written, formal plan for what to do, now we need to craft inspirational, genuine, personal communications to inspire your prospects to make that first, important gift

Module 3

In our 3rd module, we’ll create a process through which you can effectively inspire your new donors to become more deeply engaged in your mission and continue to support your organization financially with a second-gift. This process is commonly known as either “new donor conversion”, “donor Conversion” or second-gift conversion. Regardless of nomenclature, it is a critical process in improving donor retention.

m3c1: Module 3 Class 1: A Unique Approach for 1st-time Donors

After their very first gift, new donors need a special approach to inspire them to give again and “convert” to a repeat donor. In this introductory class, we’ll talk about how first-time donors are different from your other supporters, the four most important factors for effective new donor conversion, and how you can inspire them to become an engaged, annual donor.

m3c2: Class 2: Creating a New Donor Conversion Strategy
In this workshop, we’ll talk about what actually works to inspire a second gift —  one that “converts” a first-time time donor to a repeat donor. We’ll walk you through writing and assembling your own high-response donor conversion package that you can use from year-to-year for every first-time donor.

New Donor Welcome Pack Quick Questions

Are you currently using a printed New Donor Welcome Pack (beyond a thank you note)?

• Yes

• No

Are you currently using a new donor email series (specifically crafted for new donors)?

• Yes

• No

Describe the components of your printed welcome pack or email series:

How long have you been using a welcome pack/series?

Do you feel that it has been relatively successful? Have you measured its effectiveness?Additional Helpful Links & Resources

21 Ideas for Donation Confirmation Pages (link to Bloomerang.com article)
This article links to a nice thank you video from The Nature Conservancy in addition to listing other ideas and examples for a good post-donation redirect.

Module 4

When a donor makes their second gift, they have indicated a deeper interest in your organization. They’ve made an investment in your mission and so now, you can make a deeper investment in them.

At this level, we work to keep them from lapsing, to keep them giving and when appropriate, work to upgrade their giving level. We do that by informing them of their gifts’ impact, offering opportunities to engage and connect more deeply, and by paying attention to them when they stop giving or reach significant milestones in their giving history.

Class 1: Introduction to Repeat Donor Retention

In this introductory class we review:

• Goals and Strategies for Repeat Donors

• The Active Donor Pathway

• What’s ahead in Module 4

Class 2: Crafting Inspiring Donor Impact Reports

If you want to earn your donors’ continued support, they must clearly understand the impact their past giving has made. In this class, we share the format and recommended content for your Donor Impact Report, a printed, direct mail piece you’ll distribute to your active (and recently lapsed) donors twice each year.

Links to Example Donor-Focused Newsletters & Impact Reports

Rescue Mission

University of Buffalo 2014 Donor Impact Newsletter
This is the newsletter used in the class presentation.  There are several things it does well, and several ways it could easily become more of a donor impact report – rather than an ask. We discuss this in the presentation.

Class 3: Annual Renewal Campaigns: Asking Donors to Renew Their Support

The primary method of asking repeat donors to renew their support is through your annual campaigns.  We recommend two campaigns, one in the fall (year-end) and one in the spring.  Here’s how to get started:

[Note: Because this is such a huge topic, we can barely scratch the surface in this class.  For in-depth, step-by-step guidance on planning, creating, writing, designing, printing, mailing and evaluating your year-end campaign, consider enrolling in our Smarter Year-end Campaigns Course.

Class 4: Re-engaging Your Lapsed Donors

In this final class on renewing and engaging repeat donors, we’ll share the Lapsed Donor Pathway, and help you establish your own system that encourages your lapsed donors to renew. You’ll begin by establishing precise definitions for when a donor becomes “lapsed,” and enables you to distinguish between recently lapsed, deeply lapsed and former donors. You’ll determine at what point a donor should be considered a former or archived donor.

Module 5

n this Module, we get into what, in my opinion, is the most important area of focus,  your “Transitional” donor segment, consisting of your longest-term donors and your mid-range gift donors.  We call them “transitional” because they represent a largely ignored segment

In class one, we’ll provide a brief introduction (part 1) and then in a second video of the class, we’ll dig in, get highly-technical and walk you through creating your actual mid-level donor portfolio.

c1m5 Welcome to Class 1 of Module 5, Defining and Identifying Mid-Level Donors.

This class is split into two videos.  The first video provides a brief introduction to mid-level donors and walks you through the process we’ll use to establish a mid-level donor cultivation program.

In the second presentation video you’ll learn…

• How to develop a firm definition of mid-range giving that makes sense for your organization.

• What is a manageable “target number” of mid-range donors for your initial program.

• How to pull a preliminary list of active, mid-level donors into an actual mid-level donor portfolio you can work with in Class 2.

m5c2 Module 5 Class 2: Planning Your Transitional Donor Cultivation Pathway
Now that you have a working Transitional Donor Portfolio (built in Class 1) its time to make a plan for those donors. We walk through the Transitional Donor Cultivation Pathway with specific, effective activities to nurture and cultivate your mid-level and long-term donor portfolio. Video 1 is all about cultivation and engagement activities while Video 2 will dive into asking and upgrade strategies.

m5c3