Approaches to Cultivating Individual and Major Donors

With an extensive leadership background in higher education, Andrew Scoblionko is presently studying nonprofit management at Villanova University. Andrew Scoblionko’s studies emphasize strategic planning, and he has a particular interest in fundraising. Charitable and nonprofit entities face major challenges in raising money, with the most successful employing a diversified strategy that encompasses individual and major donor support.

Proven ways of approaching individuals include newsletters, gatherings, direct mail appeals, and online networking through social media. Developing relationships with givers often involves fully explaining what the nonprofit brings to the local community. It also involves laying out the tax deductions that contributors can claim on their IRS forms. As with smaller donors, cultivating a base of major donors involves building strong personal relationships that focus on the nonprofit’s mission. Larger donors are typically best approached through formal meetings, with representatives of the organization presenting a succinct reason for financial support. These meetings often encompass creative ways of recognizing the donors’ gift.

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