‘How Old Are You and Did  You Know You Could … ?’ - Page 39 of 88

By Alexandra Brovey  and Patricia Roenigk

5. What makes [charity] special to you/your family?
The answer to this question gets to the heart of why the donor has provided (or the prospect is considering) monetary support. The response enables you to provide very specific and focused cultivation and/or stewardship to encourage future gifts.

Putting a donor in touch with a doctor who provided services to a family member, a professor who advised on a thesis, or a coach who encouraged excellence in sport and life will further cement the donor’s relationship with your organization, and make the donor an ambassador for a cause. Although CEOs and presidents love them, donors who make unrestricted bequests are among the most difficult to steward for lack of a specific cause to report on. On the other side are prospects who have multiple interests — each one makes the bond to your organization that much stronger.