One message that is consistent in Team Kat & Mouse’s training sessions is that there is no ‘one
size fits all’ for a non-profit’s donors and partners.
Friday was a perfect example of this lesson in action.
I had two important meetings that
highlighted both the right and wrong ways to approach donor and partner relationships.
In the first, Sharon and I met with a client to present our “Sponsorships” training to
staff and Board members. In this hour-long session, we reviewed prospecting for donors,
creating a list of sponsorship offerings (while keeping an open mind), and opportunities for
follow-up. We talked about reviewing event ROI and how to engage your team in this process. It
was a great session with lots of ideas, questions, and opportunities for follow-up as they work on
their plans for their next Donor event this summer.
After that in-person meeting, I switched gears and logged onto Zoom for a meeting with a
potential corporate partner for Team Kat & Mouse.
For this call, I was the prospect (what fun!).
Except it wasn’t fun at all. The partnership pitch featured a list of benefits – a deep dive into their
product line – and the assertion that joining their list of partners (and it was not a short list)
would be a sure way to business growth for Team Kat & Mouse… I’m not so sure.
I fear that there is an inconsistency in our beliefs.
At TKM we believe strongly that there is now one-size-fits-all approach. Not for our client engagements (a point I had to make repeatedly on
the sales pitch call) and not in (most) fundraising. Even direct mail needs segmentation!
1. Individuals – We cannot assume to understand a person’s reasons for engaging with your
work. Some may have a personal connection to your mission, while others may be
inspired by a compelling story or the impact your organization has demonstrated.
Engaging in meaningful conversations and active listening can help uncover their
motivations, allowing you to tailor your approach to align with their values and passions.
2. Corporations – Are they looking for community visibility? Employee engagement
opportunities? Some businesses prioritize social responsibility to enhance their brand
reputation, while others seek hands-on involvement for their employees. By listening to
their goals and understanding their priorities, you can create partnerships that provide
mutual value and long-term commitment.
3. Foundations – Have they supported your work in prior funding cycles? Are they actively
engaged in funding projects that align with your mission? Will they fund operating costs,
or are they interested in identifying a specific project and expenses? Each foundation has
unique funding priorities and restrictions. Taking the time to research and ask questions
about their areas of interest ensures that your proposals are well-matched to their giving
objectives, increasing the likelihood of a successful partnership.
Listening is an invaluable skill in fundraising. It is through attentive and intentional listening that
fundraisers can move beyond assumptions and build authentic relationships. Instead of
approaching donors with a predetermined pitch, take the time to engage in meaningful dialogue.
Ask open-ended questions, listen carefully to their responses, and observe what truly excites
them about your mission. This not only fosters trust but also demonstrates that their perspectives
and intentions are valued.
By identifying donor interests and intent, you can craft personalized engagement strategies that
resonate with them on a deeper level. Whether it’s highlighting specific impact areas, offering
customized recognition opportunities, or providing unique ways for them to be involved, this
tailored approach leads to more meaningful and lasting relationships.
Ultimately, the success of your fundraising efforts depends not just on what you ask for, but on how well you listen and respond to the needs and aspirations of your donors and partners.
Would you forward this blog post to the company that wants to partner with us?
Comments