How to find new donors

By Christy Bergman, Director of Resource Development, Joining Vision and Action

The art (and science) of raising money never fails to be exciting, with new evidence-based practices emerging and new ideas cropping up around every development director’s corner. However, some things never change. Fresh off of two fundraising trainings last week, the number one burning question of every person who has to raise money remains…you already know…

“So….how do I find new donors?”

In preparation for the upcoming Development Director Intensive (DDI), here are some ideas that continue to resonate with our clients:

  • Who do you already have? The first step in the identification of new donors is to first determine those already at the table. Who are they? How did they come to you? What are some characteristics, groupings or patterns?
  • What do we know? Next, we explore the latest research—from fundraising, but also from other fields that inform behaviors and motivations, and with direction from Joining Vision and Action’s own social psychologist, Dr. Jill Iman—to determine trends and science for improved strategies.
  • Who is missing? Based on who you have and what you learn about trends, what type of donor or groups of donors are you currently missing or need more of?
  • What are your needs and capacities? And, most importantly, what are your strategic goals—as an organization—for the year, what kind of funding do you need to support those goals and what support and capacity do you have from your staff, board, volunteers, lead donors, etc. to help you further identify, connect and cultivate anyone new?

I know you’re itching for more, so I’ll distill some of the key tips we discuss in much more detail at DDI:

  • Use social media to identify and map connections to people who are already engaged with your organization
  • Ask for advice by giving current and prospective donors the opportunity to provide you with feedback/input; people will feel a connection deeper than financial if they are cultivated in this way
  • Do your homework by researching the giving histories and interests of your prospects and looking at the funders of other similar organizations in the community.

And we will show you how to DO all of this, plus much more, at DDI. We hope to see you there!

With a decade of development experience, including successfully managing a $12.5 million dollar (and then some) start-up campaign during the Great Recession, Christy loves to talk shop and work with the amazing social change leaders in our community.