Relationships with donors’ families help build generational loyalty to a mission.

By Melissa Busch

1. Engage the entire family.
Families need to be involved from the start. Donors and their families need to be invited to meetings and events, and told how much their contributions are needed and appreciated, Scar says, adding that it’s also important to build trust.

For example, she offers the story of one JNF donor, a Holocaust survivor, who helped establish a park outside of Jerusalem. Instead of having the park dedicated in the donor’s name or that of her late husband, Scar encouraged her to dedicate the green space to her children and grandchildren.