Key Term

What is Donor Cultivation?

Definition

Donor cultivation is the deliberate process of building and strengthening relationships with potential and existing donors to increase their engagement with and support of a nonprofit organization. It involves strategic communication, personalized interactions, and meaningful touchpoints that help donors understand the organization's mission, impact, and needs while making them feel valued and connected to the cause.

Significance

Effective donor cultivation is crucial for sustainable fundraising as it creates a pipeline of committed supporters who are more likely to make larger and recurring gifts over time. It transforms transactional giving into long-term philanthropic partnerships, leading to increased donor retention rates and more predictable revenue streams for nonprofits. By investing time and resources in cultivation, organizations can better understand donor motivations, align giving opportunities with donor interests, and create meaningful experiences that inspire continued support and advocacy for their cause.