Post Event Cultivation

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Post-Event Cultivation
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Cultivation

• What is it?
• Why now?
• Who should I be cultivating?
• How do I cultivate?
• What is Moves Management?

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What is Cultivation?

• Cultivation is a continual process of
• Educating people
• Establishing rapport
• Involving people
• Board Membership
• Event Co-Chair
• Committee Membership
• Volunteering

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Why now?Seize the moment!

• NEW POOL OF PROSPECTS
• Celebration event brought in new donors
• You may need new blood to rejuvenate your
  future fundraising efforts
• MOMENTUM
• Board members, co-chairs, and staff are on an
  enthusiasm high post-event
• Your organization is fresh in the minds of
  Celebration donors

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Who should I be cultivating?

• 2005 Co-Chairs
• Major donors
• Guests of major donors
• Corporations where a link has been established
• Community supporters and/or leaders

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How do I cultivate?

• The Basics
• Send THANK YOUS to ALL DONORS
• Add all new names and updated information to your
  database and mailing and email lists

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How do I cultivate?

• Targeted Cultivation
• Determine what you want from each person
• Strategize about how to appeal to each person
• Remember that it takes time

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Moves Management

• Maximize gifts by moving donors as quickly as
  possible up the potential-for-giving ladder.
• Fundraisers need to
• Manage a series of steps (moves) for each
  identified prospect.
• Continually move the prospect toward their next
  gift.

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Moves Management

• Example
• Prospect name Bob Smith
• Link Friend of Co-Chair, Susie Brown
• Comments loved event interested in literacy
  program
• Donation 1k
• Follow-up Visit Bobs office with Susie w/
  picture and thank you. Invite for site
  visit in 1/06.
• Future asks Major ask (5K) in 2nd quarter 06
  for a new literacy instructor

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STRATEGY

• INITIAL MEETINGS
• Ask the link person to accompany you on a quick
  meeting to thank the prospect
• Thank you gift (Logo/Kid-crafted)
• Create a relationship between donor and your
  organization that doesnt require the link
  person.

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STRATEGY

• Stay in touch, but dont be overbearing
• Invite prospects to a board meeting or gathering
  if necessary, organize drinks or a breakfast to
  pull people together
• Discuss specific ways prospects might get
  involved
• Gauge their interest

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WHO does the cultivating?

• Staff should spearhead
• Organize prospect data
• Arrange meetings
• Manage follow-up
• Board members should support
• Attend meetings with prospect and staff
• Make follow-up calls/visits
• Make asks for further donations
• Extend invitations to get further involved

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STRATEGY

• PATIENCE IS ESSENTIAL
• Cultivation can be a multi-year process.
• If one tactic doesnt work, try another.
• Not now doesnt mean no.