50 Cultivating Donors Cultivating donors is about much more than donations. Chapters may consider inviting supporters to own and engage with the Chapter. After a donor has contributed, Chapter Officers should follow-up with “thank you” notes, success stories, and organizational updates. This continues to grow the relationship and secure future partnerships and funding. Donors may also provide resources outside of funds or in-kind donations, such as opportunities to mentor, talk to, or otherwise engage with Chapter Members. Chapters do not need a marketing team to approach donors; simple emails or phone calls can accomplish the relationship building. Once the relationship has been established, money becomes an easier afterthought, and ownership and loyalty are established. Fundraising is all about relationship building. Interpersonal relationships will always support success and mitigate failures, but it requires a lot of time and preparation. Chapter Leaders should learn and understand the value of the Chapter, to easily communicate that to potential donors. This is a deliberate action; communicate the “who we are, what we do, and why is matters” of the Chapter. Also communicate how working with and supporting the Chapter is fun and easy. The relationship will drive donations without having to have a donation drive. Relationships are also more sustainable and require fewer resources (i.e., financial resources to put on an event, volunteers, etc.) and could provide better return on investment as it costs little to nothing to build a relationship. Collaboration, like relationship building, is an easy and important way to raise funds and resources for a Chapter. A simple conversation about collaborating on an event or working towards a shared goal is the simplest way to start a partnership with someone. Once the interest is there and the importance of the collaboration is communicated, the money will again be an easy discussion because of the shared goal. In the end, everyone wants the same positive outcomes. Many Chapters Leaders become intimidated asking for larger amounts of money. National Headquarters fundraises millions for research, advocacy, and programs and services, but a Chapter is much smaller. This thinking is a nonexistent barrier and should not prevent Chapter Leaders from making the “big ask.” There are plenty of foundations, corporate philanthropies, local business, and nonprofits available for partnerships. Chapters also have the benefit of a university’s history of alumni giving. If a significant event requires significant resources to put on, communicate that to potential partners. The worst they can say is “no,” but the potential for a life-long partnership is incredible. Stewardship follows cultivation in the relationships of fundraising. Donors should be communicated the impact of their donation. “Your generous donation sent 15 student veterans to the SVA National Conference where they networked with 3,000 other student veterans to learn best practices for their Chapter as well as networked with potential employers and learned new skills.” Those that benefit should send “thank you” notes as well as follow-ups, especially if great news follows such as a job offer. Stewardship can be maintained through simple newsletters or email updates or even holiday cards thanking them for their support. A Chapter’s goal is long-term sustainable revenue generation, and it can be achieved by building a diverse and prepared fundraising plan. A Vice President of Fundraising can establish a legacy for the Chapter by setting up a position of success for the Chapter long after they leave by maintaining stewardship and continuing to cultivate donor relationships through their tenure. This can be continued by strong Chapter Officer transition plans.
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