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It's Time to Kill "Cultivation"

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.

Donor CultivationI only use the word “cultivation” for fundraising because I want to ensure that fundraisers understand what I’m talking about. But you should know that I do so begrudgingly.
I think that word just doesn’t fit. Come on… we’re not cultivating plants, soil, or microbes!
We’re nurturing relationships with human beings!
According to Wikipedia cultivation may refer to:

So who on earth decided that nurturing relationships with donors should be called “cultivation” anyway?
 
I say, let’s treat our supporters right, not like dirt! Let’s kill “cultivation” and call it what it is— nurturing.
 

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