The Power of True Donor Engagement: A Story of Transformative Partnership
We’ve all worked with supporters like John—a successful businessperson, an entrepreneur, someone who poured his heart and soul into building something remarkable. For John, it was the Scottsdale Plaza Resort, a fixture in Arizona’s travel and tourism industry and a venue renowned for hospitality and excellence. Over the years, John had transformed the resort into an award-winning destination that hosted teams for the Fiesta Bowl and became a favorite for travelers across the state.
When Tim Phillips and I met John, he was in his prime, reflecting fondly on the decades of hard work that had brought him success. Tim, newly appointed as president of Americans for Prosperity (AFP), and I were on the road looking for support to get AFP off the ground. Yet, despite numerous asks, we had seen very little success. By the time we met John, our spirits were low, and he could tell.
“Tell me what it is you guys are trying to accomplish,” John asked, genuinely curious.
Tim launched into his vision for AFP, particularly highlighting a campaign to end earmarks and curb excessive government spending. John, a man familiar with the burden of excessive regulations, was immediately intrigued. He saw himself in our mission and could relate to the problem. After a thoughtful pause, he leaned in and said, “I admire you guys. You remind me of myself when I was just getting started. I’ll give you $25,000 to help launch.”
That first “yes” changed everything.
Without John’s early support, we might not have had the momentum needed to build AFP into the nationwide grassroots powerhouse it is today. John didn’t just give his support once. We stayed in close contact with him—updating him on AFP’s progress, seeking his advice, and holding leadership events at his resort. John often shared his insights with AFP’s team, and he was a constant source of encouragement.
Why True Engagement Matters
John’s support illustrates a foundational truth about donor relationships: real engagement transforms the relationship. When we view donors as active partners rather than transaction points, we open the door to a deeper, lasting impact. This approach can make all the difference between a one-time donation and a lifetime of partnership.
Engagement is the first step of what I call the “Eight Steps of Effective Donor Engagement,” a framework that can transform your approach to fundraising. Real engagement is a two-way street—it’s meaningful participation and involvement. When we treat our donors as partners in our mission, we create a win-win relationship that benefits everyone involved.
How Do You Start Engaging Donors?
- The Initial Ask: Think of the initial solicitation as an opportunity for engagement, not just a transaction. It’s about inviting your supporter into a partnership. Whether in a one-on-one meeting, direct mail, or other communications, approach the ask as an invitation to join a shared mission.
- Follow-Up and Continued Engagement: Don’t let the relationship end with a “yes” or “no.” Stay in touch, provide updates, and seek advice. Just as Tim and I kept John in the loop, staying connected fosters trust and builds the relationship over time.
- Involve Donors in the Work: Whenever possible, involve your supporters in meaningful ways. John didn’t just attend our events—he spoke to other supporters, shared his thoughts on our campaigns, and became an integral part of our work.
- Showcase the Impact: Demonstrate how a donor’s support is making a difference. For John, hearing about AFP’s progress was essential. Seeing tangible results reinforced his commitment and sense of purpose.
The Ripple Effect of Engagement
Today, AFP has grown into a nationwide organization with thousands of volunteers and dozens of offices, achieving impactful results across the U.S. But it all started with the simple act of engaging a donor in a meaningful way. John wasn’t just a supporter; he became a true partner, someone who saw his values reflected in AFP’s mission and wanted to help us succeed.
This story isn’t just about AFP or John—it’s about the potential that lies in every supporter relationship. You likely know people like John, individuals who want to make a difference and are ready for deeper involvement if given the chance. Are you in a position to invite them in?
True engagement goes beyond the initial gift. It’s about building something together, about achieving shared goals. With each supporter you engage deeply, you have the potential to transform both your organization and their lives.
Are you ready to make engagement your priority?
Your supporters could be waiting for that invitation to step into a bigger role. And when they do, you’ll see the impact—one transformative partnership at a time.
