Major gift donor cultivation can be a game-changer for nonprofit organizations. In 2021, $484 billion was given in philanthropy – a 4% increase from giving the previous year. Despite the rise in charitable donations, fewer and fewer households are giving to nonprofit organizations.
However, the wealthiest households continue to give in large amounts to the causes they care most about. In 2020, the top 1% of donors contributed 49% of the $471 billion given to nonprofit organizations.
According to Giving USA, the number of small and medium-sized gifts is dropping yearly. In addition, there is the challenge of keeping the attention of our supporters today. Often, nonprofits are focused on acquiring new donors and not cultivating existing relationships with their loyal supporters. Without those relationships, donors are almost guaranteed to move on and support organizations that are learning more about them and what makes them give.
One of the best ways to build these relationships with major gift donors is through creative, entertaining cultivation events. These events are designed to emphasize the importance of your mission and show your prospects a great time. Cultivation events allow your organization to engage in meaningful interactions supporting your mission. You have the chance to share the impact of your organization. As an added benefit, you get top-tier prospects to invest in the cause your organization champions and your work.
Donor cultivation events are vitally important in major gift fundraising. Organizations can secure major gifts and revive their donor lists with cultivation events. With a successful event, nonprofits can significantly increase their fundraising revenue and develop a better, long-lasting relationship with their most giving supporters. So, nonprofits should be sure their guests enjoy themselves. If they do – then they will come back for more! Read on for tips on how to have the most successful cultivation events:
1. Host a party, not an event.
Everyone enjoys a party! The word party alludes to a more fun and relaxed environment, which could entice more donors to attend. When sending your invitations, emails, and marketing materials, use the word “party” instead of “event” to invite them to your festivities.
Also, examine some of the other events held in the area. See what other groups are doing and what is working to find a way to put your own spin on a party. For example, everyone knows that golf events are extremely popular, but you can put a party twist on it by hosting a “Driving Contest Party”. You may even be able to talk to members of your local country club to set up a demonstration by the local pro, which is discussed more in point no. 2.
One great example is the Insurance Industry Charitable Foundation hosted a Glow Golf Tournament in 2021 and is planning another in 2022. According to the event page, this isn’t your normal shotgun golf event: “Break out your neon and glow necklaces for a 9-hole glow-in-the-dark golf tournament supporting the IICF Community Grants Program.”
2. Find a strong advocate.
Consider asking a current major donor close to the organization or volunteer to host an event in their home for friends and acquaintances who they know can give at the major donor level. Guarantee them that your staff will handle all the logistics and that their efforts should be dedicated to building the invite list and networking.
Use your board members as a resource. Your board members should play an active role in your cultivation event. Let your board members be the first face your prospects see when they arrive. Other ways to get your board members involved is to have them introduce guests to each other to spark conversations and seek out unengaged attendees to join in the conversation.
You can also find key members in the community who care about your issue. Attend leadership events, like local government board meetings, and find out who may have a personal link to your cause. Often, just telling someone you are connected to an organization will trigger a personal story or link they have with the cause. They may not even be able to donate themselves, but they can help you reach other leaders and build events.
3. Advertise special guests.
This might be a client impacted by your cause who can share their success story. Board members can also be advertised as special guests. If not, ask them to contact their peers and their networks. Remember to book your special guests as far in advance as possible.
And these do not have to be “celebrities.” As mentioned above, the local golf pro could be a special guest you can mention in promotions for a golf event. Even animals also have a fantastic ability to be a big draw.
Another way to add special guests is corporate sponsorship. This allows you to invite key community leaders from sponsors. It also creates an event where corporate staff can feel they have a vested interest. It allows them to reach out to the community and connect with other leaders.
4. Have a substantial invite list.
The average response rate for donor cultivation events is between 10 and 30 percent of those invited. In anticipation of lower response rates, invite more people than you expect to attend your cultivation “party.” Tell donors that space is limited to increase open rates and urge them to reply soon.
If the event is more of an open party, you can open a public invite and share it online. You can even speak with the local media about your event to create more awareness. While it may not have the same impact as a private function on high-level fundraisers, you may find new donors from sources you haven’t explored before. And it expands your invite list.
5. Train your staff for exceptional service.
Your event should represent your mission at each turn and be flawless, fun, and well-managed. Before your “party,” schedule training sessions with your staff to reinforce 100% white-glove service. Encourage your staff to help with serving so they can mingle in personal 
conversations with guests.
You may not have service expertise and you may be able to work with local event professionals to select the right staff for the event. They may even be able to offer some training to staff. You have to go the extra mile.
Or if you have time and can plan, you and your staff can take training to learn more about service in different types of parties at various levels of professionalism. Then, you can share that training with volunteers and support staff for future events.
6. Take every opportunity to make a personal touch.
Personal touches make all the difference. If inviting a small group of people, hand-address the envelopes. Within a week of your cultivation event, make a personal phone call to each supporter who attended, whether they donated or not. By thanking your attendees in a timely fashion, you are being polite and solidifying the relationship you established at the event.
7. Listen!
Donors want to know they’re being heard and their interests are being considered. Listening to your donors will help you develop the plan to secure your major gift. Asking open-ended questions can help you determine what your donor is passionate about, their “awake at night” issues, and even the best time for solicitation.
And stay in touch. Keep up with your donors and ensure you understand them as their concerns change. Assuming you know their problems when they change is a way that many lose touch with key donors.
Life is full of change, and you want to keep donors for decades. Realizing that change and working with them through it will help you gain the respect of your donor and ensure a long relationship.
Ideally, these events can become a tradition and a great way to stay in touch and listen to your donors more. But they can’t be the only touchpoints.
Ultimately, to pull off a meaningful donor cultivation party, you must unleash your inner party planner and ensure your donors have a great time! Check out how you can manage your events with Giveffect.
