Keep your friends close

Most of us are lucky enough to have a strong group of good donors, be it folks who have given at the leadership level for years, consecutive donors who have given at some level every year for decades or those folks who had not given for a long time and then had a realization that they should be supporting you.  These are the folks who give even when the appeal is not great, is late or otherwise misses the mark because they understand, value the work that you do and give because they believe in your mission.  

We all tend to take these folks for granted for many obvious reasons.  We shouldn't.  Ask them to do more, in the process not only pulling a segment of them closer to you but showing all of them that you value them and recognize their dedication.  This is a win-win-win strategy and can be executed relatively simply.  Begin by identifying the pool of donors whom you wish to engage in this fashion.  No right or wrong here, just a need to select a segment that you can provide appropriate outreach to and support of.  Once you have done so - create a simple thank you letter that asks them to volunteer by reaching out to 10 other alumni of their choice.  Outside of other folks within their segment, any constituent will fit.  Donor already? Have them ask for an upgrade, Never given? Ask for a participation gift.  Potential major gift prospect? Use the call to get in the door.  Assigned prospect?  Work with the gift officer to use this call as a move.  

The ask is a combination of a letter and a follow up phone call.  Don't lose sight of the goal here - to cultivate your most loyal donor pool so make sure you do what you say you will do and do it with the perspective of the donor.  This needs to be something that is both useful and fun and allows those donors to feel good about the efforts.  It may not make a huge inroad into any particular effort but won't require a huge investment of time or energy on your part either and it will make those who are already close to you even closer and that is always a worthwhile effort.