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What are the most effective strategies for engaging with high net worth donors?

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High net worth donors are a valuable source of funding for any nonprofit organization. They have the potential to make large and lasting contributions that can support your mission and vision. However, engaging with them requires a strategic and personalized approach that builds trust, rapport, and mutual value. In this article, you will learn some of the most effective strategies for attracting, cultivating, and retaining high net worth donors for your cause.

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Melissa Ran

Tech Startup & Impact Investment | 40 under 40 Most Influential Asian-Australian
Elan Enriquez, CFRE
Lewis Gikenyi

Biotechnologist/Molecular Biology/Genomics

1 Identify your prospects

The first step in engaging with high net worth donors is to identify who they are and what they care about. You can use various sources of information, such as public records, social media, donor databases, and referrals, to find potential donors who have the capacity and the interest to support your organization. You should also segment your prospects based on their giving history, preferences, and motivations, and prioritize them according to their potential impact and alignment with your goals.

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Melissa Ran

Tech Startup & Impact Investment | 40 under 40 Most Influential Asian-Australian
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Understand who they are, what motivates them and what they are looking for when it comes to donations or deploying funds. Be where they are both digitally and in person, in environments conducive to discussing their intentions with philanthropy & impact investment.

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2 Build relationships

The second step in engaging with high net worth donors is to build relationships with them over time. You should not ask for a donation right away, but rather focus on getting to know them, understanding their values and passions, and showing them how your organization can help them achieve their philanthropic goals. You should also communicate with them regularly, using multiple channels and formats, such as phone calls, emails, newsletters, events, and personal visits. You should also tailor your messages and offers to their specific needs and interests, and provide them with relevant and timely information, feedback, and recognition.

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Elan Enriquez, CFRE
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One of the first questions I ask when I connect with a high net worth prospect is "Is there anyone I can thank for referring you to our organization?" It's helpful to understand how people learn about your cause. Often times this is through word of mouth recommendations from trusted friends or acquaintances. This in turn can help you identify nodes in your network that may facilitate additional introductions to form new relationships.

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3 Make the ask

The third step in engaging with high net worth donors is to make the ask when the time is right. You should not rush or pressure them, but rather wait for a natural opportunity, such as a milestone, a challenge, or a special occasion, to present your case for support. You should also prepare a compelling and customized proposal that outlines the problem, the solution, the impact, and the budget of your project or program. You should also highlight the benefits and incentives for the donor, such as recognition, involvement, tax deductions, and matching funds. You should also be prepared to negotiate and handle objections, and to follow up until you get a response.

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4 Steward the gift

The fourth step in engaging with high net worth donors is to steward the gift after they make a donation. You should thank them promptly and sincerely, and provide them with a receipt and a confirmation letter. You should also report on the progress and outcomes of your project or program, and show them how their donation made a difference. You should also invite them to see the impact firsthand, such as by visiting your site, meeting your beneficiaries, or attending your events. You should also acknowledge and appreciate them publicly and privately, and offer them opportunities to deepen their engagement, such as by joining your board, volunteering, or hosting events.

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5 Retain and upgrade

The fifth step in engaging with high net worth donors is to retain and upgrade them for future giving. You should not take them for granted, but rather continue to nurture and cultivate them as long-term partners. You should also monitor and evaluate their satisfaction and loyalty, and solicit their feedback and suggestions. You should also identify and anticipate their changing needs and interests, and propose new and exciting ways to support your organization. You should also challenge and inspire them to increase their commitment and generosity, such as by asking them to renew, repeat, or increase their donations, or to introduce new donors to your cause.

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Lewis Gikenyi

Biotechnologist/Molecular Biology/Genomics
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To maintain a relationship with high net worth benefactors, keep in contact with them regularly. Be specific in showing them the impact their contributions have created. I recommend offering a detailed Impact Report which is simple, practical and extremely effective. Compiles all the compelling information major donors want so they see the results of their contribution, stay involved and get excited to give greater donations for future objectives.

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6 Learn and improve

The sixth and final step in engaging with high net worth donors is to learn and improve your strategies and practices. You should not rely on intuition or assumptions, but rather use data and evidence to measure and analyze your performance and results. You should also collect and review the feedback and testimonials of your donors, and identify what worked and what did not. You should also benchmark and compare your efforts and outcomes with other organizations, and learn from their best practices and mistakes. You should also test and experiment with new and innovative ways to engage with high net worth donors, and adapt and refine your approach accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective strategies for engaging with high net worth donors?

1

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3

4

5

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1 Identify your prospects

2 Build relationships

3 Make the ask

4 Steward the gift

5 Retain and upgrade

6 Learn and improve

7 Here’s what else to consider

Fundraising

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What are the most effective strategies for engaging with high net worth donors?

1

2

3

4

5

6

7

1 Identify your prospects

2 Build relationships

3 Make the ask

4 Steward the gift

5 Retain and upgrade

6 Learn and improve

7 Here’s what else to consider

Fundraising

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