I’m always thinking about new ways nonprofits can systemize the process of connecting board members with donors.

In other words, how do you make the simple “act of connecting” a routine part of a board members job?

Why? Connection is the heart and soul of fundraising – it’s where all the juice is. Not the money, but the really good stuff that comes first.

Here’s how to build a relationship with a donor, then make an ask they can’t refuse.

Step 1: Identify 1 donor that you that you have a crush on.

You think Liz is the best ever. You want to ask her out on a date, but you don’t want to get rejected.

You need a plan. First, find out more about her so you can woo her a bit.

Does she like you too? How much? Do any of your friends know anything about her?

What is she looking for in a partner? That’s the intelligence you want the most. What does she really, really care about.  If she finds a person like this, it’s a no brainer. She’s in for the long haul. 

You don’t want to ask her to marry you quite yet.

Fun fact: The more people (from your organization) that have even the smallest connection with a donor, the more likely you are to get a major gift.

Here’s how to systemize the dating process.

Action Step: At the next board meeting, every board meeting actually, carve out 10 minutes for the following activity.

Bring the name of 1 current donor that is a hot prospect for a major gift. One qualifier among others  – look at the recency, frequency and amount of their giving.

Then Focus!

Have a brainstorming session dedicated to this one person.

This is a GREAT way to involve board members that have a distaste for fundraising. Super helpful and no asking. 

Who knows her and can make a simple connection:

• A board member sees Liz at an exercise class and lets her know something new that’s going on and how much the board appreciates her support.
• Liz turns out to be a volunteer in the food pantry and has a good relationship with senior volunteer, Nancy. Ask Nancy to become an ambassador (give her a special role) and send an impromptu email to Liz letting her know how much she appreciates her support.
• A staff member sees Liz at one of your events and introduces her to someone that she things Liz would like.
• And of course, the next time Liz makes a donation, be all over it with a thank you call, a personalized note, whatever makes sense for Liz.

Notice how many times Liz’s name is mentioned in this list. Each one increases the chances for a larger gift.

Please forgive the outdated metaphor, but it makes my point.

Step 2: Ask her out on a date

Make a connection. A coffee date is a great first date. You don’t want to take her to a 5 star restaurant and be stuck in a situation where you discover you’re not a good match.

Call her and say that the board is reaching out to donors that have been particularly supportive, and you’d love to learn more about what she thinks. Her impressions of the organization or ideas about a new project you’re considering.

Step 3: Get up your courage – make the ask

Pick up the phone.

Be transparent. “You know that she has a special interest in XXX program and there’s a giving opportunity that you think might interest her.”

Offer her an opportunity to connect to a cause she cares about.

“Can we meet again at Sam’s Coffee Shop so I can share more about how you might be involved.

We’ve got a waiting list of families that could really benefit from this work and we’re inviting 5 people to come together to take steps to grow the program.”

This short post is just a quick look at what’s involved, but there’s more to it. What’s vital is that you commit to developing a major gifts program, study it, train board members, and move forward.

The Take-Way:

Don’t ask someone to marry you until you know they’ll say yes.

You’ll most definitely get nervous before you ask, but once you do…it’s well worth the effort.

Action Step: Have a conversation with the board chair or the head of your development committee and plan the board connection activity.

Then make the plan.

Does the metaphor help? Who’s the donor that would love to go on a date?