Also available in [PDF] format.

Here is a step-by-step outline for cultivating individual donors.

1. Identify prospective donors whose interests match your mission. Rely on your donors to identify prospective donors. Ask donors to share your materials with someone whom they know to be committed to your mission.
2. Identify your best donor prospects and develop an individual cultivation plan. Identify the best board member or staff person to cultivate each major donor prospect. Promote contacts between board members and executive staff on the one hand, and key donors on the other. Document each contact.
3. Solicit the first gift. Be sure to make it easy for potential donors to give that first gift. Don’t forget to list the benefits to 1) the donor, 2) the target of your work, and 3) the community.
4. Establish a file of your donors and maintain a good tracking system. This is crucial. These people support you, and you want to be able to keep in touch with them and to ask them for more support over time.
5. Make first-time donors into regular donors. Promptly thank donors for their gifts—in writing. Offer donors an opportunity, if appropriate, to become involved in the organization’s work. Respond promptly when a donor indicates that he/she wants to be more involved. And, ask your donors for their opinions on your programs and services, whenever appropriate.
6. Keep your donors informed. Regularly send out a newsletter, e-newsletter, or other form of communication. Do this at least quarterly but not so often as to overwhelm your donors!
7. Ask your donors to give more than they gave last time. Give the donors many opportunities to give more or to give more often.
8. Evaluate and differentiate among your donors. Whenever possible, evaluate each donor’s potential for giving and assign an asking range. Consider special benefits for donors who make substantial contributions. Develop an ongoing relationship with your best donors and invite them to special events.
9. Recognize and nurture relationships with consistent donors—even though their contributions may be more moderate than those of your best donors. Remember that, over the course of several years, moderate donors who are consistent in their giving will contribute substantially to the organization, its mission, and its work.
10. Respect donors’ requests regarding cultivation and cultivation events. Carefully observe and respect anonymity if that is what the donor wants. Give credit if the donor desires it.

October 2005

This publication is made possible through a Cooperative Agreement (No. U88/CCU322137-02) with the Centers for Disease Control & Prevention (CDC). This publication may be copied, reproduced, distributed, or adapted without permission of the author or of Advocates for Youth, provided that the document is not copied, distributed, or adapted for commercial gain and provided that the author and Advocates for Youth are credited as the source on all copies, reproductions, distributions, and adaptations of the material.