The Power of True Donor Engagement: A Lesson from Scottsdale
Imagine meeting a donor who sees something of themselves in your mission. Someone who’s built something extraordinary, knows the challenges firsthand, and wants to give back. This is the story of John, a successful entrepreneur who built the Scottsdale Plaza Resort into a beloved Arizona institution, and whose support was instrumental in launching Americans for Prosperity (AFP) into the force it is today. “What Are You Guys Trying to Accomplish?” Born and raised in Kansas, John grew up in Wichita and Topeka, where he was a natural leader and excelled in theater. After studying theater arts at the University of Denver, he didn’t go on stage—instead, he found his calling in real estate development, quickly gaining a reputation for excellence in the fast-growing Colorado Springs market. By the time he was 36, John had already achieved enough success to buy the Sheraton Scottsdale Inn and Villas. Over the next four decades, he transformed it into a premier resort that became a landmark in Arizona’s travel industry, known for its hospitality and its long partnership with the Fiesta Bowl. By the time my colleague and I met John, he was 65. He was in the prime of his life, not yet ready to slow down, but reflecting on a career built on hard work, persistence, and vision. My colleague had recently been named president of AFP, and I was introducing him to potential supporters to help build the organization. For weeks, we had hit roadblock after roadblock—one fruitless meeting after another. So when we sat down with John at his own Remington’s restaurant, our spirits were low. John, sensing our frustration, leaned in and asked a simple question: “What are you guys trying to accomplish?” When a Donor Sees Himself in Your Efforts With that question from John, my colleague lit up, sharing his vision for AFP and our campaign to end wasteful government earmarks. John listened, and as he described the campaign’s goals and the values that drove us, something clicked. John knew all too well the costs of burdensome regulations; he saw our vision as an extension of his own experiences. He looked at us, and then leaned in and said, “You remind me of myself when I was just getting started. I’ll give you $25,000 to help launch.” That single moment, that act of faith, changed everything. John didn’t just see AFP’s potential; he saw himself in our efforts. His belief in us wasn’t transactional; it was personal. Involvement Beyond an Initial Gift John’s support wasn’t a one-time contribution. It was the beginning of a relationship grounded in mutual respect and shared values. Over the years, we kept in close touch. I’d often stay at his resort when visiting Phoenix, meeting with him to give updates and seek his advice. My colleague did the same, calling John from the road to get his perspective on AFP’s latest efforts. We even held leadership retreats and events at the Scottsdale Plaza, where John would speak to our teams, sharing his experiences and hard-won wisdom. John’s involvement went beyond his initial gift. He became a mentor, a friend, a partner, and a champion for our cause. His belief in our mission helped shape AFP’s growth and influence, and his guidance reinforced the values that drove our work. You’re Building a Partnership, Not Engaging in a Transaction The story of John’s support for AFP highlights the transformative potential of true donor engagement, which involves listening, involving, and building trust. Listening: John connected with us because he saw his own challenges in our campaign, and that shared experience made his support natural and authentic. Involving: For years, we involved John in key events and sought his insights, which deepened his connection to our work. Building Trust: John wasn’t just a donor; he was a mentor, shaping our strategy and encouraging our vision.
The Power of Gratitude: Transforming Donor Relationships Through Genuine Appreciation
We all know the importance of saying “thank you.” For many of us, expressing gratitude was instilled from a young age, a simple yet profound lesson that has lasting impact. But when it comes to donor relationships, gratitude can be more than just a social norm—it can be a powerful tool for building deeper, long-lasting connections. Practicing genuine gratitude, with the same sincerity we were taught as children, is foundational to effective donor engagement. True engagement goes beyond simply receiving support. It’s a two-way street, fostering a genuine partnership that values the donor’s involvement as essential to the mission. Let’s explore why gratitude is so powerful and how we can move beyond transactional fundraising to create meaningful, lasting connections with supporters. How Gratitude Fits into Effective Donor Engagement Gratitude is a key element in the journey to transform one-time supporters into lifelong partners. But what does genuine gratitude look like in practice? It goes beyond just sending a thank-you note. It’s about making gratitude an experience that involves and values the donor. The most effective way to show appreciation? A simple phone call. Picking up the phone to personally thank a donor may seem small, but it’s one of the most impactful ways to communicate appreciation. Pick up the Phone and Call Imagine this scenario: you decide to call a recent donor, Mrs. Jones, to express your thanks. “Hello, Mrs. Jones. I just wanted to call and personally thank you for your generous contribution to the Save the Baby Whales campaign. Your gift is so important to us, and it’ll go a long way in making a difference.” Surprised, she replies: “Oh, wow, thank you! For all the donations I’ve made, this is the first time anyone has ever called to thank me.” You continue the conversation: “We’re incredibly grateful, Mrs. Jones. If I may ask, what inspired you to support us?” With that, Mrs. Jones begins to share her story. Perhaps it was a memorable whale-watching trip with her late husband, or her grandson’s passion for marine biology, or maybe even a sense of responsibility tied to her family’s history with the whaling industry. Whatever her reasons, this exchange allows you to understand her personal motivations and deepen the connection beyond a single donation. Such conversations can uncover remarkable stories, motivations, and connections. These moments of engagement open the door to building a true partnership. You’re no longer just a cause she supports—you’ve become an extension of her values and passions.
The Transformative Power of Onsite Visits: For Donors, Seeing Is Believing
A simple onsite visit can transform the entire relationship with a generous supporter, turning a one-time donor into a lifelong partner. Picture this: a donor visits your headquarters, observes your work in a classroom, steps into a research lab, or tours a food pantry. That brief experience can leave an indelible mark, sometimes leading to extraordinary gifts that change the trajectory of your organization. Onsite visits offer a unique opportunity for supporters to connect deeply with your mission, seeing their impact firsthand. Let’s explore why onsite visits are so powerful and how you can use them to cultivate meaningful engagement with your donors. Visits Can Lead to Transformational Giving Consider Bill’s story from a few years back. In 1998, Bill traveled across the country to visit the organizations he was supporting, including those at George Mason University. This one trip planted a seed that eventually blossomed into a legacy gift—his entire estate—upon his passing. Another Arizona-based donor, just after her husband passed away, took a trip to Washington, D.C., to see the nonprofits she’d supported for years. That visit sparked deeper connections and resulted in millions of dollars in subsequent gifts. In another instance, while in the middle of a new headquarters construction, I hosted a generous supporter who wanted to tour the project. We donned hard hats and walked through piles of sawdust, envisioning the final structure. Not long after, this donor made a gift so significant that we named the building in his honor. Later, he even bequeathed the majority of his estate. These stories show a powerful trend: an onsite visit can lead to transformational giving. When donors see the work up close, the experience creates an emotional bond, often leading to life-changing contributions. Why Onsite Visits Are So Effective for Donor Engagement There are a few key reasons why onsite visits create such a lasting impact: Seeing the Mission in Action: When donors witness your work firsthand, it reassures them that their support is meaningful and making a real difference. The tangible, up-close experience builds trust and confidence. Personal Connection: A visit allows donors to meet the people behind the mission, including leaders, staff, and beneficiaries. This connection can be pivotal, assuring them of shared values and a shared commitment to the cause. Emotional Resonance: Onsite visits engage the donor’s emotions, tapping into nostalgia, empathy, and personal connection. Many donors see themselves in the beneficiaries they meet, stirring memories of when they, too, were in a similar place. Creating Peak Moments: Psychologists, like Abraham Maslow, describe these experiences as “peak moments”—intense, exhilarating times that leave a lasting emotional imprint. These moments are deeply engaging, often encouraging the donor to increase their level of support.
The Power of Donor Engagement through Events: Important Lessons from a Nobel Invitation
When Sweden’s Nobel Prize Committee awarded Dr. Vernon L. Smith the Nobel Prize in Economics, he saw an extraordinary opportunity—not just to celebrate but to deepen his connection with those who had supported him along the way. Dr. Smith invited some of his most generous benefactors to join him for the prestigious Nobel Awards Ceremony in Stockholm. It wasn’t just a gesture of gratitude; it was a masterclass in donor engagement. This experience highlights the transformative potential of events as a form of donor engagement, a powerful way to make supporters feel like true partners in your mission. It’s an essential phase where you bring donors closer and inspire them to further invest in your cause. Let’s explore how you can turn your events, no matter the size, into opportunities that strengthen bonds, inspire commitment, and engage donors on a deeper level. A Memorable Invitation to Stockholm: A Model for Donor Engagement When Dr. Smith extended the invitation to his Nobel ceremony, it wasn’t guaranteed that donors would say “yes.” After all, it was December, a time when travel to cold, wintry Stockholm required substantial planning and commitment. But the impact of the invitation was profound—about 40 people accepted, and the event became a cherished memory for those who attended. Years later, many attendees fondly recall the experience as a highlight, a moment that not only honored Dr. Smith but solidified their connection to the cause. This event served as a testament to the power of in-person experiences in donor engagement. By inviting donors to share in a once-in-a-lifetime occasion, Dr. Smith transformed their relationship from one of financial support to one of personal connection and shared memories. Turn Donors into Champions of Your Work Events, no matter their size, have the potential to go beyond engagement; they can ignite a movement. When donors feel connected not only to your organization but also to each other, they become more than supporters—they become a community. The power of shared experiences, mutual goals, and personal relationships can take your cause further than any single donation. So, who goes to Sweden in the dead of winter? Those who feel genuinely connected, valued, and inspired by the cause they support. And for every organization, there’s an opportunity to create similarly powerful experiences that bring donors closer and make them heroes of your mission. Is this approach resonating with you? If so, consider how your next event can become more than just a gathering. Let it be an unforgettable experience that turns donors into lifelong champions of your work.
Six Steps to Co-Creating a Major Donor Partnership
To take your fundraising to the next level, you should seek to create a genuine partnership with your major donors. To further explore that topic, let’s take some advice from Mike Lanzara. He’s a highly successful professional fundraiser, and a Senior Vice President at Stand together. Mike excels at building powerful donor partnerships. Here’s how he does it: Introduction: Setting the Stage for Ambition When approaching a donor with the potential to make a large-scale gift, start by sharing a compelling vision. But this isn’t about delivering a polished pitch. Instead, introduce the idea of doing something monumental together. Rather than focusing solely on what your organization needs, consider the larger impact your donor might want to have. Frame it as a unique opportunity to work together on a project that could address challenges, expand possibilities, and leave a lasting legacy. Setting the stage for a partnership rather than an immediate ask invites curiosity and signals to the donor that you value their input. Emphasize that this is a collaborative journey—a process where their vision and insights will help shape the outcome. Avoid discussing specific dollar figures at this point; keep the focus on the “what ifs” and the shared potential of working together. Define Their “Why”: Centering the Vision on the Supporter’s Goals. Understanding the donor’s “why” is the cornerstone of an effective partnership. This step is about uncovering the personal motivations and values that drive their philanthropy. What impact do they hope to see? What legacy are they aiming to build? Work with the donor to articulate these deeper goals, ensuring the project reflects their aspirations and purpose. This process of understanding the donor’s motivations may involve several in-depth discussions, offering you insight into their core values and life experiences that fuel their commitment. The more you learn about their journey and aspirations, the more aligned your future plans will be. Through these conversations, you can demonstrate that you see them as more than just a financial contributor—you see them as an essential partner in making a meaningful difference. Outline the “What”: Establishing Clear Objectives With the donor’s “why” clearly in focus, the next step is to outline specific, achievable objectives that align with both the donor’s goals and your organization’s mission. By clearly defining the outcomes the donor hopes to achieve, you’re creating a shared roadmap that gives shape to the partnership. At this stage, work collaboratively to clarify what success will look like. In an ideal scenario, how would the project’s impact play out? Make sure these goals are specific and measurable, giving both you and the donor a clear picture of what you’re aiming for together. This process helps the donor feel connected to tangible outcomes, rather than abstract concepts, strengthening their commitment to the journey ahead. Develop the Plan: Aligning the “What” with the “Why” Once the objectives are defined, the next step is to create a detailed plan for how to bring this vision to life. Here, involve key leaders from your organization in discussions, allowing them to hear directly from the donor and incorporate their insights. This collaboration allows the donor to see the depth of your organization’s commitment to their goals and reinforces that their partnership is highly valued. During this phase, be open to the donor’s ideas, preferences, and contributions. While they may not be involved in the operational aspects, their input on strategic decisions—whether it’s the focus areas, approach, or timeline—helps them feel personally invested in the outcome. This part of the process might also begin to hint at the level of financial support needed, though it’s important to keep the focus on collaboration rather than funding at this stage. Confirm the Plan: Gaining Final Approval Before Moving Forward As you approach the final steps of the planning process, seek the donor’s agreement that the proposed plan aligns with their vision and goals. This is your opportunity to confirm that both parties are fully aligned and ready to move forward. This step is crucial, as it ensures that the donor feels confident and enthusiastic about the project’s direction. By gaining their final approval, you’re strengthening the foundation of trust and transparency that will carry the partnership through the campaign. This alignment also sets the stage for the next step—presenting a formal proposal that brings their vision to life. Present the Proposal: Bringing the Vision to Life Finally, it’s time to present a detailed proposal that outlines the impact of the potential gift and demonstrates how the donor’s involvement will make a transformative difference. This presentation is where the vision, objectives, and plan come together in a comprehensive picture of what their support will achieve. The proposal should vividly illustrate the scale of impact, showing how their contribution will directly fuel positive change. By this point, the donor should feel deeply connected to the project, excited to see their aspirations reflected in a clear, actionable plan. Present the proposal with enthusiasm and a clear path forward, reinforcing the legacy they’ll create through this partnership. By taking Mike’s advice, you too can move from initial conversations to a meaningful relationship built on shared goals and aspirations.
