January 12, 2015
Nonprofits have a lot on their plates when it comes to fundraising. There are so many different dimensions to consider; from determining the big picture of a campaign to figuring out the best ways to ask individuals and groups to become involved. The rise in the number of available communication channels and methods, such as social media and mobile devices, adds another complex layer to the outreach planning required. However, there's a unique and powerful component of fundraising that may sometimes be overlooked as the emphasis on multichannel communication and online outreach continues to take precedence. Personal outreach to high-level donors still needs to be a major component of fundraising as it is crucial to nonprofit success.
Outreach on a personal level has to be planned, and nonprofits need to consider where and when is the best time to have conversations with past and present donors of large gifts. The value of these personal contacts can't be overlooked. With some strategizing ahead of time and a solid plan, nonprofits can reach some very positive outcomes through these individual contact points.
Past board members: an area of particular focus
One area where nonprofit groups should pay particular attention is maintaining relationships with their past board members. While not all exits from a nonprofit board may be positive, there are plenty of instances where a resignation is handled appropriately and leaves room for future interactions and potential contributions as well.
Nonprofit Quarterly recently discussed the need for charitable organizations to focus on this particular group. It pointed out that past board members' interest in a particular issue and involvement with a specific nonprofit doesn't have to end just because they no longer serve in a regular capacity. If they're given the right level of attention and have unique interactions with the nonprofit above what's expected by a regular donor who doesn't have as involved of a history, there's a good chance good results will come for nonprofits.
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