Recent research from the UK showed that for the majority of grant making organisations the percentage of successful new applicants was less than 50%. This means that every year funding organisations repeatedly fund the same NGOs demonstrating that it is more important than ever to cultivate the existing donor relationships you already have and have recently made. This information definitely doesn’t mean that you can relax and expect repeat funding every year either, successful organisations invest in donor cultivation to preserve the support they receive each year.
So what steps can you take to develop your relationships with existing funders? We’ve put together ten top tips that will guide you on your journey to creating lifelong relationships with those all important donors.
- As soon as you receive confirmation of a pledge to support your organisation get on the phone and thank them. Do what you can to impress on your funding organisation that their investment in you will make a huge difference. Bank the cheque as soon as you possibly can and write them a nice letter from your most senior employee or trustee thanking them for their support.
- Take the first opportunity you can to offer a personal contact at your organisation that the funder can get in touch with at any time. This will show your willingness to work in partnership with them and create an environment of openness, accountability and transparancy. This person should not be your chief executive but someone who is involved with the project being funded and is it up to date with its progress at all times.
- Keep your funder up to date with any notable progress and milestones in addition to any mandatory reporting procedures that may exist. Go beyond what they expect and take advantage of new media by attaching a few digital photos to your next email. Grant making organisations love to see their money making a positive contribution, that is why they exist, so show them! Quotes are another great way of capturing the impact their investment has made on a human level.
- Share any major challenges you encounter in the delivery of your project but not the little ones. You can expect unforseen problems to crop up in almost any project but you don’t need to involve your funder in every little decision, in fact they have provided you with funding because they believe in your ability to deliver results. But if there is a major change then you should inform them as soon as possible and get their input on how you should proceed.
- Acknowledge their contribution with a press release or message on your website. Some funders will ask you to do this or may even do it themselves but again it is about being seen to overdeliver on your commitments to them. Consider if there are any other little personal ways that you can send a quick thank you such as a short letter from one of your beneficiaries detailing how their support has changed their lives.
- Invite them along to see your project and their investment in action. Whether it is a new building, vehicle or service there is always something to see and it will provide staff at the funding organisation with a personal memory of your organisation’s good work.
- Be timely with all reports and ensure that they include all information requested and that before it is sent it signed off by a senior member of staff. Even if you have a great personal relationship if you can’t provide them with the basic details they need to do their work then it is unlikely they will want to partner with you again. They will tell you exactly what you want so just be sure to follow their instructions precisely. If you’re unsure ask them!
- Do not be afraid to ask their advice. Most grant making organisations have years of experience and staff with just as many. They are their to help and by giving them an opportunity to participate in how their money is spent will make them feel more involved as well as more secure and confident in the actions you are taking. There advice may even make your project stronger, generating better results and giving you a greater chance of repeat funding in years to come.
Do you have any advice on how to create lasting relationships with donors? Share your experiences with us in the comments.
