Nonprofits that are successful in creating a donor base and having a high
percentage of renewals from year-to-year certainly understand cultivation and
how it relates to building and keeping a strong donor base. There are many steps
involved in cultivation but two steps that seem so logical are often overlooked
or neglected. These steps are:
Taking the time to thank existing donors
Keeping them informed about the work of the organization
During my 36-plus years of working with volunteers and donors of nonprofits, the
simple step of thanking them is often neglected. Comments from donors such as,
"The only time I hear from them is when they call for a donation," are really
inexcusable. Most donors will simply ignore the next request for support unless
the organization takes steps to make certain this doesn't happen.
