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Strategic Thinking V: Following Up After the “Ask”

So as I was saying last year about this time, when I wrote my first four posts about “Strategic Thinking,” we need to act in a way that reflects the broader direction we want to go in our fundraising approach. And of course, the fundraising approach we take should dovetail with our nonprofit Mission. So it all works together in a seamless way.

Here we are in February. Most of us have conducted our Annual Appeal. We have our results, we’ve organized follow up activities to lapsed donors who gave in 2013 but we didn’t hear from in 2014.

Most all of our “major” donors (in our case, those who give $1,000 or more each year) have executed their pledge. A few have not, and we’ll be back to those we know might need prompting to write that check.

Now we’ll determine what kind of “thank you” event we’d like to host for our most loyal donors. Cocktails and hors d’hoeuvres? Desserts and coffee? A social gathering at a nice place…maybe an art gallery in our city will accommodate us for a modest fee so we can be surrounded by some beautiful objects. In the Merrimack Valley, maybe at the Western Ave Studios in Lowell. We want the right ambiance so our supporters get the clear message that we do appreciate them.

This is an act of donor stewardship.

It’s part of the Relationship Fundraising approach we want to embed in our nonprofit. The culture we want to establish. So the communication doesn’t end with receipt of the gift. Or our thank you note. We take it a step further.

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