Donors are not just about money. It is complex mix of emotions, values and relationships too. I have always found engaging with donors beyond the scope of the immediate projects they fund to be extremely rewarding. It builds trust, sustains relationships and also offers the opportunity to tap into their immense knowledge & insights on various issues. Treat them as key stakeholders in key change processes, especially on strategy development, for instance.

Seeing the donor as just a "walking wallet" is never sustainable. In "proactive fundraising" it is all about genuine interest in the donor, sharing your dreams and listen to the ambitions your donor has. By co-creating a vision you have a partnership for life. As soon as there is a moment in time in which you belief you can achieve even more by changing your approach, your donor will probably stay on board. By working together with you they will achieve their ambitions even quicker, right? In case you are in transition because of financial problems, they even might want to contribute more to help you resolve these issues. So to summarize: co-create a joint vision together with your donors result in strong and long-lasting relations.

Donors have invested in your mission and if you are in transition, consider providing updates to your donors so that they are aware of the situation. Donors should be considered key stakeholders and should be some of the first to be advised with holistic communication that clearly and transparently shares the current situation and the strategies in place to address the transition. Helping donors to have realistic expectations avoids unwanted surprises. Continue to show appreciation and if possible, engage donors through focus groups to consider solutions.

Communication with donors and all stakeholders during organizational change and transition is key. Clearly describe the destination where the organization is headed, and tell stories of impact from beneficiaries and key staff. Keeping those closest and most loyal to the organization on board is critical and engaging them in discussion can help generate excitement for the new journey.