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You Can't Marry Your Donors After the First Date

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Donors build relationships with nonprofits the same way they build relationships with people. Slowly!iStock_000011448845Small

Step 1: Meet through friends

Step 2: Chat a bit

Step 3: Find out what we have in common

Step 4: Get together privately

Step 5: Share memorable experiences

It takes a long time. People don’t suddenly become best friends overnight. It happens through many, lightweight engagement experiences.  

Nowadays, technology makes it easy for your supporters to build better relationships with your organization. Therefore, your fundraising strategies need to exhibit patience. Don’t rush it. You can’t expect your donors to get married to your cause after the first date.

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